The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...

The advertising efforts in social networks grow every year. Since their appearance in the late 1990s Social Network Web Sites were considered as a uniform group. The only differentiation factors were the number of users and the amount of traffic passed through the site. This paper classifies the...

Once upon a time, lawyers advertised their services through telephone books, billboards, and television commercials. During this bygone era (also referred to as the 1990s), the ethical rules governing lawyer advertising were relatively straightforward. At the very least, we could all basically...

Measuring effectiveness of online ads is of critical importance to the survival of the Web as an advertiser-supported medium. Present efforts in measuring performance of Web ads are concentrated on adapting measures used in traditional media to the online medium (Novak and Hoffman 1996). However...

Advertising and innovation are two engines for firms to escape competition through a better attraction power toward consumers or quality advantage. We propose a model that encompasses both the static and dynamic interactions between R&D, advertising and competitive environment. This model...

The usage of social networking sites (SNS’s) by advertisers is paramount and the trend is on the rise. The approach of adopting SNS’s suits marketers’ objectives to reach and communicate their users and potential customers with relevant ads and personalized messages. This approach is...

Most Americans have not heard of 'Do Not Track,' a proposal to allow Internet users to exercise more control over online advertising. However, when probed, most prefer that Do Not Track block advertisers from collecting data about their online activities. This is a much more privacy-protective...

Native advertising is a type of online advertising matching the form and function of the platform on which it appears. In managerial practice, the choice between display and in-feed native advertising presents brand advertisers and online news publishers with conflicting objectives. While...

Social media has been used increasingly to create social media advertisements, there are around 3.6 billion people using social media platforms in 2020 and expected to be 4.41 billion by 2025. However, there are many challenges faced by marketers to market its product. Thus, this study aims to...

Today, the social networking site with the most users in Vietnam is TikTok. This study was conducted to determine the factors affecting attitudes towards TikTok ads and their impact on young people’s online purchasing behavior in HCMC during the Covid-19 pandemic. Thus, it provides suggestions...