As AI-powered personalized advertising becomes increasingly prevalent in the digital marketplace, understanding its influence on consumer purchase intention is essential. This study investigates the impact of perceived personalization on purchase intention, with a particular focus on the...

This paper investigates the impact of direct-to-consumer advertising (DTCA) on womens prescription contraceptive choices using television advertisement data and health insurance claims. I leverage quasi-random variation in exposure to local television advertising to identify the causal effect on...

In modern agriculture, social media offer a promising opportunity for the direct marketing of agricultural products. The present study examines the influence of social media on the success of agricultural direct marketers in Germany and identifies the conditions that promote or inhibit its use....