As AI-powered personalized advertising becomes increasingly prevalent in the digital marketplace, understanding its influence on consumer purchase intention is essential. This study investigates the impact of perceived personalization on purchase intention, with a particular focus on the...

This paper investigates the impact of direct-to-consumer advertising (DTCA) on womens prescription contraceptive choices using television advertisement data and health insurance claims. I leverage quasi-random variation in exposure to local television advertising to identify the causal effect on...

In modern agriculture, social media offer a promising opportunity for the direct marketing of agricultural products. The present study examines the influence of social media on the success of agricultural direct marketers in Germany and identifies the conditions that promote or inhibit its use....

The paper examines the influence of opt-in e-mail marketing on consumer behaviour. The study attempts to extend the Stimuli-Organism-Response (S-O-R) theory that has been broadly explored in consumer research. Following a critical review of the literature organisation approach, a hypothetical...

This article argues that it is time for a paradigm shift in the way we define the alternative dispute resolution (ADR) field. It suggests that the dispute system design (DSD) paradigm should succeed ADR. ADR is an ever-expanding collection of distinct dispute resolution procedures. By contrast,...

We study commercialization of personal data through personalized advertising by a content platform. Content consumption generates productive data about consumer preferences. The firm invests in artificial intelligence (AI) to improve analytical power and in quality to stimulate content...

Many workers are evaluated on their ability to engage with customers. We measure the impact of gender-based customer discrimination on the productivity of online sales agents working across Sub-Saharan Africa. Using a novel framework that randomly varies the gender of names presented to...

Geschichte der haptischen Werbung -- Marktstruktur und Marktdynamik von haptischer Werbung, Merchandising und Licensing -- Leistungen und Wertschöpfungen von haptischer Werbung und Merchandising -- Ethisches und regulatives Umfeld von haptischer Werbung, Merchandising und Licensing --...

Many workers are evaluated on their ability to engage with customers. This paper measures the impact of gender-based customer discrimination on the productivity of online sales agents working across Sub-Saharan Africa. Using a novel framework that randomly varies the gender of names presented to...

Abstract This chapter deals with the principal features of the International Code of Direct Selling 2013 prepared by the International Chamber of Commerce on Marketing and Advertising. Having identified the Basic Principles of Direct Selling and the Ideal Conduct towards Consumers, this Code...

An Introduction to IMC -- Strategic Importance of IMC -- Segmentation, Targeting and Positioning -- Understanding Consumers -- The Process of Communication -- Creativity and Advertising Classification -- Media Strategy and Planning -- Traditional Media -- Internet and Mobile Marketing -- Social...

Anfang 2019 wurde beim Umweltbundesamt das Regionalnachweisregister ins Leben gerufen, mit dessen Hilfe Energieversorgungsunternehmen die Regionalität einer Stromlieferung gegenüber ihren Kunden ausweisen können. Doch auch ohne Regionalnachweisregister wird teilweise mit der Regionalität von...

Drawing upon job embeddedness theory, this paper examines whether network and spatial embeddedness impact direct salespeople’s tendency to remain active or become inactive. Network embeddedness is defined as one’s connection with other salespeople (micro-level), and one’s affiliation to a...

Cutting out the intermediary and selling directly to consumers is an increasingly common strategy by manufacturers in many industries. We develop a structural model of vertical relations where manufacturers both bargain with retailers over wholesale prices and sell their products directly to...