Today, the wine business can benefit significantly from the advantages of online sales and the use of social media. However, while the online wine business is growing and the number of online buyers is increasing in Hungary, the impact of online marketing and social media use on their...

Many controversies that beset the digital economy turn on the role of advertising and its use of personal data. We examine the trade-off between privacy and ad targeting accuracy from the advertisers' perspective. By exploiting Apple's gradual restriction, and ultimately the abolition of ad...

Aktuelle Forschungsstudien betrachten im Kontext von Suffizienz und Marketing aktuell vor allem den Einsatz in Unternehmen selbst und weniger die Wirkung von Marketingmaßnahmen auf die Konsumenten. So gibt es etwa erste Studien dazu warum und wie kommerzielles Marketing suffizienzfördernden...

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...

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...

Data is often at the core of digital products and services, especially when related to online advertising. This has made data protection and privacy a major policy concern. When surfing the web, consumers leave digital traces that can be used to build user profiles and infer preferences. We...

Does online fundraising increase charitable giving? Using the Facebook advertising tool, we implemented a natural field experiment across Germany, randomly assigning almost 8,000 postal codes to Save the Children fundraising videos or to a pure control. We studied changes in the volume and...

This paper presents new evidence on the growth of digital technology in response to the COVID-19 pandemic. It uses the largest and most comprehensive database available to analyze website birth dynamics and the uptake of website technologies. The database comprises 150 million active websites...

Purpose: The purpose of this study is to examine whether the six independent factors (i.e., the item retail price, the number of bidders, the bidding duration, the shipping cost, the bidder option and the fee return option) could significantly explain the revenue of the auctioneers in one...

Large online platforms are intermediaries between end-users and business users. They sometimes propose their own products and services alongside those of rivals. This can lead to platforms promoting their offers over those of competitors in so-called self-preferencing. The European Union Digital...

Large digital platforms acquired 1149 firms in various economic sectors between 1987 and July 2022. The European Commission reviewed only 21 of these mergers as most did not meet the European Union merger control turnover threshold. This suggests under-enforcement, with some problematic mergers...