The issue of using marketing communication tools in the internet environment is quite extensive. Innovation of the usual procedures is usually influenced by market development. The presented study examines selected factors that may affect the acceptance of digital marketing tools in business...

Examining and analyzing the determinants facilitating consumers' intention to buy via mobile commerce platforms have untapped potential when it comes to advertisement potential and perceived advertising value. Therefore, this paper examines various aspects of the advertisements on mobile...

The objective of this technical report and the accompanying skills profiles report is twofold. First, the technical report explains the methodology used to transform job postings text into OV data and in turn, illustrates how to use those data to produce labor market intelligence valuable to...

South Asia has seen a digital revolution in recent years. The number of persons who use the internet has risen drastically. They use it for shopping, social media and online sales. However, there exists a literature gap as far as the effect of outbound digital marketing in B2B markets is...

This paper analyses whether the audience dynamics of one content provider can explain the audience dynamics of a different content provider, and the resulting network of connections among providers. The type of connections in this network determines whether the audience of one creator influences...

Online ratings play an important role in many markets. We study the often disputed information content of these ratings, by proposing a reduced-form Bayesian model of the typical buyer's rating decision. Our empirical evidence based on eBay raw data is in line with even intricate predictions...

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...

Social media platforms have created a new industry where both influencers and consumers are empowered. Consumers do not only consume but also contribute to the content they face on social media. Through their narratives and content, they may even become social media influencers who have the...

The objective of this technical report and the accompanying skills profiles report is twofold. First, the technical report explains the methodology used to transform job postings text into OV data and in turn, illustrates how to use those data to produce labor market intelligence valuable to...

Studies on social media use and effectiveness in large firms abound in the literature. However, social media usage for relationship marketing in small and medium enterprises is under-researched. This research examined how social media affordances influence SMEs' relationships with their...

This study aims to understand the impact of the “Free App of the Day” (FAD) promotion on app sales during the post-promotion period on Amazon Appstore. The FAD promotion spotlights a single paid app by presenting it on the frontpage of Appstore, offers the app free of charge for one day, and...

Today's Internet marketing ecosystems are very complex, with many competing players, transactions concluded within milliseconds, and hundreds of different parameters to be analyzed in the decision-making process. In addition, both sellers and buyers operate under uncertainty, without full...

Internet users often surf to multiple websites in order to accomplish a single task. When this happens, do these different sites face the right incentives when choosing their advertising policies? We build a model showing that websites are prone both to over-advertise and to misallocate ads...

Social media gives firms a better platform to promote and build brand trust and loyalty. The objective of this study is to develop and validate a conceptual model that integrates the relationships among social media marketing elements, brand trust, and brand loyalty. Data was collected from 242...

Personal Care has become a daily ritual for most individual’s world-over. With this widespread flair towards personal grooming, the search for natural remedies and natural ingredient-based products for personal care has also grown due to the health-conscious nature of most consumers. Within...

Social media is used by billions of people around the world and has fast become one of the defining technologies of our time. Social media allows people to freely interact with others and offers multiple ways for marketers to reach and engage with consumers. Due to its dynamic and emergent...

The economic literature on online auctions is rapidly growing because of the enormous amount of freely available field data. Moreover, numerous innovations in auction-design features on platforms such as eBay have created excellent research opportunities. In this article, we survey the...

Digital advertising is on track to become the dominant form of advertising but ad-blocking technologies have recently emerged posing a potential threat to the online advertising ecosystem. A significant and increasing fraction of Internet users has indeed already started employing ad-blockers....

Despite the popular use of animated banner ads on websites, extant research on the effects of web animation has generated mixed results. We argue that it is critical to identify feature-level animation characteristics and examine their individual and combined effects on capturing online...

Social media posts can have significant information impact on domains and subject matter opinions. Stock prices, volumes and metrics are influenced by turbulence in their information ecosystem. Analyses of digital information networks and social media information events have shown that...

The proposed regulation launched by the European Commission on the gatekeepers' regime under the name of the Digital Market Act and the Digital Services Act represents an important change in the regulation and commitments of the platforms that initially control the market, or have that capacity,...

On social media platforms, unsafe and unlawful materials might hurt advertisers by generating ``brand safety issues''. Users instead might prefer or dislike such content. We study the incentive of an ad-funded platform to design its content policy and moderate unsafe content. When advertisers...

There is a limited understanding of whether consumers’ intrinsic traits (e.g., self-determination) drive the efficacy of extrinsic stimuli (e.g., influencer endorsements) in one’s purchase decision. Existing studies also do not offer a way to validate cross-sectional findings with behavioral...

Social networking sites (SNS) are a growing marketing tool used in advertisement and marketing activities. Companies have invested a lot in the fields of social media advertising through SNS. Yet, the challenge companies face is how they can efficiently advertise their social media...

Many online marketplaces offer sponsored product listings as third-party sellers’ ad slots that are blended in organic product listings. A seller’s potential benefit from sponsored listings is a non- trivial question, as a consumer may prefer or avoid advertised products and such preferences...

Electronic word of mouth (e-WOM) has gained a prominent place in hospitality industry by providing consumers a preview of the services before they purchase the particular services, since the services are intangible and perishable in the hospitality industry. Within that light, this study...

Tourism is a collection of activities, services, and industries that deliver a travel experience comprising transportation, accommodation, food and beverage, entertainment, and other hospitality services provided for individuals or groups traveling away from home. Despite this, Online...

We examine how policies for the ownership and control of consumer-generated data affect market outcomes in the online advertising industry. When advertisers have strong property rights over data regarding consumers' active purchase interests, competition between ad exchanges leads to too little...