We study commercialization of personal data through personalized advertising by a content platform. Content consumption …

promotion, in a model where a seller employs informative advertising to launch a new product. We propose a fairly general … advertising technology for the study of three promotional strategies—mass, imperfectly targeted, and customer directed advertising … (CDA). We find that both the private and the social incentives to use distinct advertising strategies are aligned, and that …

Economists have emphasized the role of dissipative advertising and price as signals of quality. Most works, however …&D efforts and therefore are both uncertain. I characterize the optimal separating marketing mix (price and advertising) when …), advertising appears to be necessary together with price to signal quality. Equilibrium profits depend on cost but not on quality …

consumption by rendering brands a signalling device. In a price-competition framework, we show that advertising increases …This paper formalizes the intuition that brands are consumed for image reasons and that advertising creates a brand …'s image. The key idea is that advertising informs the public of brand names and creates the possibility of conspicuous …

promotion, in a model where a seller employs informative advertising to launch a new product. We propose a fairly general … advertising technology for the study of three promotional strategies—mass, imperfectly targeted, and customer directed advertising … (CDA). We find that both the private and the social incentives to use distinct advertising strategies are aligned, and that …

Advertising and price have been shown to signal product quality. Most works limit the number of types to high and low …

display advertising by two quality-differentiated firms and "social information" (purchasing decisions shared among consumers … advertising. We characterize the equilibrium level of network diffusion of social information and the firms' expenditure on … advertising. We show that depending on consumers' heterogeneous response to advertising, social information can compete with or …