The notable contribution of small and medium enterprises (SMEs) in the development of socio-economics has been very encouraging in terms of its GDP contribution and employment creation. Both developed and developing countries are living testimonies of the contributions by SMEs. The primary aim...

The world is constantly undergoing socio-economic and cultural changes, but the existence of patriarchy and the related gender inequality remain unchanged. In response to this state of aff airs, a feminist movement emerged and infl uenced society. Companies recognize the changes taking place in...

This paper studies the effect of advertising on content differentiation on YouTube, the second-most visited website in the world. I demonstrate that an exogenous increase in the feasible advertising quantity leads to a considerable decrease in the YouTubers' probability to duplicate mainstream...

Arbitrageurs with a short investment horizon gain from accelerating price discovery by advertising their private information. However, advertising many assets may overload investors' attention, reducing the number of informed traders per asset and slowing price discovery. So arbitrageurs...

A recent policy development has been voluntary self-regulation of internet platforms through the establishment of online ad archives. Since 2018, concern over the potential misuse of platforms has led to calls for reform of online campaign monitoring. In response, Google, Facebook and Twitter...

This paper highlights the moderating effect of retailer CSR perception and CSR contribution type on the relationship between advertised reference price (ARP) and consumer evaluations. A two-by-three between-subjects factorial design is employed with the manipulation of ARP and CSR contribution...

A recent policy development has been voluntary self-regulation of internet platforms through the establishment of online ad archives. Since 2018, concern over the potential misuse of platforms has led to calls for reform of online campaign monitoring. In response, Google, Facebook and Twitter...

The choice of influencer marketing as an endorser for promoting products and services is becoming a more and more effective communication strategy of open innovation. Their use of social media platforms, such as Instagram, allows them to be reached by millions of followers all over the world. As...

Purpose - The study aims to examine female sexuality in marketing communications and how it shapes the millennial buying decisions in the fashion industry. The focus of the study is to connect fashion industry and marketing communication to understand how female sexuality influence buying...

Facebook ads are widely used by companies around the world who spend significant budget on this promotional tool. We focus in this research on financial returns of Facebook ads designed towards reaching sales (conversions), particularly short-term profitability. The aim of this research is to...

In advertising, capturing consumers’ attention is imperative. Yet, how attention to advertising works in a World Wide Web context has not been researched extensively. This area is the main focus of this research. The World Wide Web is an interactive medium which has characteristics that...

This paper develops a model of asymmetric competition between a pay and a free media platform. The pay media platform generates revenues from media consumers through subscription fees, while the free media platform generates revenues from charging advertisers either on a lump-sum basis (regime...

The article is devoted to a comparative analysis of the image of women in social communications in Italy and Russia. Some examples are given, confirming the fact that social communication existed in both countries prior to the formation of social advertising in the modern sense of the...

This reply briefly considers when false advertising can give rise to antitrust liability. The biggest difference between tort and antitrust liability is that the latter requires harm to the market, which is critically dependent on actual consumer response. As a result, the biggest hurdle a...

This study aims to determine and analyze the effect of advertising, conformity, and lifestyle on the consumptive behavior of students at the Faculty of Economics, University of Jakarta. Objects and subjects are students of the Faculty of Economics, Accounting, Management, and Economics and...

Purpose: Privacy considerations have become a topic with increasing interest from academics, industry leaders, and regulators. In response to consumers’ privacy concerns, Google announced in 2020 that Chrome would stop supporting third-party cookies in the near future. At the same time,...

This paper studies the effect of provision of information by the government and private firms through marketing activities in the Affordable Care Act health insurance marketplace. Using detailed TV advertising data, we present evidence that government advertising and private advertising target...

The study was conducted in order to develop an understanding of how advertisements in different Web task environments are being attended to as well as how attention to advertisements varies between different attention getting techniques that are being used in Web advertising. Furthermore, a...

Advertising has a major effect on individual investors’ decisions. Financial instruments tend to be advertised more when market sentiment is high as investors are more willing to buy. Importantly, mechanisms that affect the relationship between market sentiment and advertising activity are...

Simply put, advertising is an important marketing strategy that works in conjunction with information and persuasion channels. Every single person is exposed to commercials on a daily basis. They've become an inseparable part of the print medium, whether it's newspapers or magazines, over time....

This article presents new insights on the evolving contribution of different types of investments to the growth in sales of US nonfinancial listed firms during the 1979-2018 period. By means of quantile regressions it is observed an increasing contribution over time of intangible investment...

Widespread advertising of high-carbon goods challenges a shift to low-carbon consumption which is needed to limit climate change. We test the pure and combined effects of advertising and communicating a social norm on low- and high-carbon consumption. This involved presenting to 2,728 US...