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Sponsored search is the mechanism whereby where advertisers pay a fee to Internet search engines to be displayed alongside organic (non-sponsored) web search results. Based on prior literature, we draw an analogy between these markets and financial markets. We use the analogy as well as the key...
Persistent link: https://www.econbiz.de/10014044833
Two studies investigate visual complexity in banner ads and support predictions based on the resource-matching perspective, which suggests that processing is optimized when the resources required to process a stimulus match the resources available. A content analysis of actual banner ads...
Persistent link: https://www.econbiz.de/10014223872
Objective – The research aims to test influence of promotion in social media and effect of brand equity on Consumer Buying Interest. Methodology/Technique – This research uses descriptive verification method that examines many as 115 respondents with 15-40 years of age category, because it...
Persistent link: https://www.econbiz.de/10014120122
Social media has become an influential and dynamic virtual space where the platform is used for social networking and a great opportunity to digitally promote a business and establish relations with customers. This study aims to understand how social media marketing activities influence brand...
Persistent link: https://www.econbiz.de/10014082121
Traditional models of the economics of search suggest that as the material costs associated with searching for products and services are greatly reduced because of the Internet, consumers should search more extensively in online contexts. Recent empirical evidence strongly contradicts this...
Persistent link: https://www.econbiz.de/10014085290
Businesses are increasingly relying on digital advertising options such as display and social media advertising. However, the insurance industry continues to lag behind other industries. A survey through a structured questionnaire was used to investigate consumer behavior, views of social media...
Persistent link: https://www.econbiz.de/10014085422
YouTube is the most popular online video platform. Thousands of videos are being uploaded in to YouTube every day. Marketers are placing their advertisements inside the YouTube videos and over a period of time, this has evolved as a business model which generates revenue for the people who...
Persistent link: https://www.econbiz.de/10012909072
Standard search models assume that consumers actively decide on the order, identity, and number of products they search. We document that online, a large fraction of searches happen in a more passive manner, with consumers merely reacting to online advertisements that do not allow them to choose...
Persistent link: https://www.econbiz.de/10013228519
Social advertising uses information about consumers' peers, including peer affiliations with a brand, product, organization, etc., to target ads and contextualize their display. This approach can increase ad efficacy for two main reasons: peers' affiliations reflect unobserved consumer...
Persistent link: https://www.econbiz.de/10013105318
Differential Privacy offers the online advertising industry new means to increase consumer privacy by obfuscating consumer data. While achieving the same privacy, these means decrease targeting accuracy differently, subsequently reducing advertisers’ willingness to pay (WTP) for targeted...
Persistent link: https://www.econbiz.de/10014360827