The study analyzed the various dimensions of customers’ opinions about social media advertisement on buying behaviour. The total number of questionnaires distributed in the self-administered survey was 750 sets. A purposive sampling method is applied in this research for selecting the sample....

The recent growth of consumer-generated media (CGM), also known as “new” media, has changed the nature of interaction between consumers and firms from unidirectional to bidirectional. However, CGM are almost always present alongside traditional media such as TV advertising. This research...

The skippable ad format, commonly used by online content platforms, gives a viewer the option to skip part of an advertisement after seeing some limited information, and jump directly to her desired content. It also enables these platforms to charge advertisers only when viewers attend to the...

Web 2.0 services have experienced a very strong growth in the last 4 years, and now account for a large part of the global internet audience. The development of these services comes with a deep transformation in Web uses which may prefigure the future of media in an ultrabroadband world. The...

We study the effects of social media political advertising by randomizing subsets of 36,906 Facebook users and 25,925 Instagram users to have political ads removed from their news feeds for six weeks before the 2020 US presidential election. We show that most presidential ads were targeted...

In Japan, TV platforms regulate themselves as to the length of the advertisements they air. Using modified Hotelling models, we investigate whether such self-regulation improves consumer and social welfare or not. When all consumers choose a single TV program (the utility functions of consumers...

In 2003, the alcohol beverage industry spent more than $1.6 billion on advertising in measured media outlets, including $394 million on ads placed in magazines. Industry critics assert that some of these activities intentionally target adolescent audiences and thereby contribute importantly to...

While most managers today acknowledge the importance of featuring diverse racial identities in their marketing communications, empirical research that shows how improving such representation may affect consumer behavior is lacking. To fill this gap, we use face recognition and race...

In Japan, TV platforms regulate themselves as to the length of the advertisements they air. Using modified Hotelling models, we investigate whether such self-regulation improves consumer and social welfare or not. When all consumers choose a single TV program (the utility functions of consumers...

Abstract Endogenous consumption of advertising is common. Consumers can choose to change channels to avoid TV ads, click away from paid online video ads, or discard direct mail without reading advertised details. As technological advances give firms improved abilities to target individual...