Negative advertising is frequent in electoral campaigns, despite its ambiguous effectiveness: negativity may reduce voters' evaluation of the targeted politician but have a backlash effect for the attacker. We study the effect of negative advertising in electoral races with more than two...

We study the effects of taxation on the international online advertising market, using data on Facebook ad prices, Facebook users product preferences and international trade. Our data encompass a de facto increase in the platform's corporate tax rate in several countries. We show that, due to...

To maintain the significantly positive influence of celebrity endorsement (CE) on Instagram user consumption behavior, scholars and business practitioners are motivated to have a better understanding of this phenomenon. Literature on CE focuses on its direct effect on attitude toward various...

We develop a dynamic Bayesian model for clickthrough and conversion probabilities of paid search advertisements. These probabilities are subject to changes over time, due to e.g. changing consumer tastes or new product launches. Yet, there is little empirical research on these dynamics. Gaining...

Consumer attitudes, digital communication, social media advertising, online touchpoints, mobile advertising. - this cumulative dissertation consists of three research paper. They all aim to give a detailed overview and analysis of the effectiveness of different forms of digital advertising,...

This article investigates the factors that affect consumers’ attitudes towards Instagram advertisements in Egypt. Furthermore, it studies the effect of consumers’ attitudes towards these advertisements on the development of their attitudes towards brands. An online questionnaire was used to...

Transaction costs impose a barrier to savings, but lowering them may have smaller impacts than expected due to other constraints, such as psychological biases. Within the context of retirement savings under defined contributions in the privatized pension system in Mexico, we analyze two...

We set up an econometric model of persuasion and study identification of key parameters under various scenarios of data availability. We find that a commonly used measure of persuasion does not estimate the persuasion rate of any population in general. We provide formal identification results,...

Tourism is a sector in which consumers - tourists widely share their opinions, experiences and recommendations. Due to the fact that tourist services cannot be evaluated before the purchase, word-of-mouth has been recognized as an influential factor and a significant resource of information...

Importance of sustainable consumption. Consumers associate sustainable products with ecological and regional production including a high credibility. In order to take advantage of this trend manufacturers of sustainable foods must communicate the sustainability of their products via packaging...

"In the 1950s, the causal link between smoking and lung cancer surfaced in medical journals and mainstream media. Yet the best years for the Canadian cigarette industry were still to come, as per capita cigarette consumption rose steadily in the 1960s and 1970s. In Cigarette Nation, Daniel...

In this article we test the relationship between indicators of acculturation (language, media, self-identifi cation, religion, food and clothing) and nostalgia. It checks empirically, on a sample of 201, the existence of a signifi cant effect between our independent variables and our dependent...

We set up an econometric model of persuasion and study identification of key parameters under various scenarios of data availability. We find that a commonly used measure of persuasion does not estimate the persuasion rate of any population in general. We provide formal identification results,...

The purpose of this study is to find the effectiveness of using animated characters in advertising targeted to kids. The research design is quantitative and its research type is causal. The respondents of the study are "Pre-primary school going kids" from nine different schools belonging to...