Broadcast TV is a well-known example of a two-sided platform where cross network effects on the viewer and advertising sides interact. Like many platforms, it is advertiser-financed. While the literature shows that viewers dislike advertising, we explore a unique data set and distinguish between...

Print store flyers, featuring a retailer's assortment and promotions, are still widely used. Yet increasing digital engagement and sustainability targets have many retailers rethinking whether they should actively distribute these flyers door-to-door. At the same time, retailers are worried...

The ability of private interests to influence the political process is an important topic in economics and political science. While some of these efforts appear as campaign finance and lobbying expenditures in the official record, private interests may also engage in "covert" influence through...

This discussion paper examines the success factors of different advertising formats on AI platforms and based on this, develops a practice-oriented guide for the successful implementation of operational advertising measures for AI tools. The relevance of the topic results from the growing...

Media content is an important privately supplied public good. While it has been shown that contributions to a public good crowd out other contributions in many cases, the issue has not been thoroughly studied for media markets yet. We show that in a standard model of commercial media bias,...

Brewed in 50 countries and consumed in 150, Guinness Stout has become a global commodity. Although associated with Irish pubs and diasporic populations, it has also become popular in former British colonies of Africa and Southeast Asia. This article adopts a mobility studies perspective to show...

The Mexican beer industry in general, and advertising in particular, contained both international and national influences. The industry transitioned from significant inputs of capital, technology, and expertise by foreigners during the Porfiriato (1876-1911) to locals carrying out these...

We study the incentive of an ad-funded social media platform to curb the presence of unsafe content that entails reputational risk to advertisers. We identify conditions for the platform not to moderate unsafe content and demonstrate how the optimal moderation policy depends on the risk the...

The increasing reliance on news articles and advertising to communicate cause-related marketing (CRM) initiatives highlights a critical gap in understanding their effects on brand equity, especially post-natural disasters. This study investigates the role of brand resonance as a mediator and...

The aim of the study was to determine the impact of brand social media marketing on the dynamics of the company's share value. Methods of analysis and synthesis were used to determine the features of the implementation of the brand advertising campaign in social media. The economics and...

This paper aims to investigate the origins and outcomes of consumer desires in children, with a specific focus on the role of individual attributes (such as age, gender, and susceptibility to peer influence), desire traits (including content and intensity), exposure to social media ads, and...

Purpose of the article: To explore Genneration Z's and millennials' perceptions of masculinity in advertising and determine which type of masculinity and which masculinity characteristics consumers favour in a masculine character or the advertising message centred around masculinity. This can...