Download or read book Two Essays on Communication Effects of Internet Advertising written by Xiang Fang and published by . This book was released on 2004 with total page 298 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Download or read book THREE ESSAYS ON THE IMPACT OF FIRMS DIGITAL COMMUNICATION STRATEGIES ON ONLINE CONSUMER BEHAVIOR written by Siddharth Bhattacharya and published by . This book was released on 2021 with total page 220 pages. Available in PDF, EPUB and Kindle. Book excerpt: In my dissertation, I study the strategic interplay among firm's online communication, firm's digital strategies and its impact on consumer decision making. I identify important strategies that firms can adopt while targeting consumers on search engine platforms, such as Google and Bing. For technology-firms interested in providing information cues to consumers, online advertising serves as an important tool to nudge consumers decision making. Through the use of diverse methodologies, including empirical, analytical, and behavioral, I attempt to answer important questions in this research space. Moreover, I investigate how firm strategies are affected by factors such as heterogeneity of consumer preferences, product quality, and competition. The research spans across disciplines, and makes contributions to Information Systems, Operations Management and Marketing. In essay 1 I investigate the novel context of "competitive poaching", a phenomenon where firms can generate traffic from search advertising by bidding on competitors' keywords. In this research I examine the factors that influence the effectiveness of competitive poaching, specifically the role of different ad copies and the type of competitor (poached brand) from which a brand is "poaching. "I also examine how the presence of sponsored ads from the poached brand and its physical location affect competitive poaching. In Essay 2, I investigate a similar context but here instead of only competing against each other, firms are simultaneously competing and cooperating with each other while advertising on the search engine. Thus, we have a novel context where a firm and its third-party referral partner (often referred to as "Infomediaries") compete and cooperate while advertising simultaneously on the search engine. In this context, how equilibrium payment and advertising strategies are affected by factors such as traffic quality, advertising effectiveness, leakage, and the nature of contract between the two firms, remains an open question. Using a game-theoretic model, I show that the novel balance between the competitive and the collaborative nature of the interaction, which itself gets affected by the choice of contract and changes in the environmental factors, alters equilibrium strategies commonly expected in existing literature. In my third essay, I study the novel yet increasingly common phenomenon of "multiscreen viewing", a phenomenon where consumers are increasingly using additional devices (like smartphones or tablets) while watching TV. This provides an additional advertising channel for marketers, specifically the second screen. However, this is not without its complexities; as marketers must optimally time advertisements on the second screen conditional on multiple factors including consumers' engagement level on the primary screen, consumers' engagement level on the second screen, and the psychological involvement with the content on the primary screen. Administering multiple behavioral experiments, I investigate how factors such as users' engagement with the primary screen (e.g., TV), users' engagement with a second screen (e.g., Mobile), timing of the advertisement, and message congruence, affect second screen usage and ad recall. Theoretical and managerial contributions of each of these essays are discussed.

Download or read book Digital Advertising written by Shelly Rodgers and published by Taylor & Francis. This book was released on 2017-02-17 with total page 466 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.

Download or read book The Positive and Negative Effects of Social Media written by Edikan Ukpong and published by GRIN Verlag. This book was released on 2019-12-03 with total page 5 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2014 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: B (65.3), , language: English, abstract: The effect of Social Networks [media] like facebook, twitter, MySpace, etc is hard to ignore. Nigerian youth alongside their counterpart around the global are fast making the social media become part of their daily activities. That is why it will be of little or no wonder to see number of youths wake up and the first port of call is to update a “good morning” message on facebook or any other social network that appeals to their sense of value. This is a clear picture of the level of participation on the social network. However, technology like two sides of a coin, bring with it both the negative and positive sides. Against all odds, Branston, G. & Stafford, R. in 2010 explains that any debate arising that the effects of the social network (or media) should be handled from two angle of view and considered from two main attitudes so as to harness the effects objectively. They suggest the following as the two attitudes to consider the effect of the social media from, the pessimistic (negative) attitude and the Optimistic/ Utopian (positive) attitude.

Download or read book Dissertation Abstracts International written by and published by . This book was released on 2008 with total page 618 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Essays on Strategic Communication and Advertising written by Eray Turkel and published by . This book was released on 2021 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: This dissertation consists of three chapters, all presented as self-contained papers. The chapters are given in a natural order from broad to narrow in terms of their substantive focus. The common underlying theme in all three chapters is strategic communication, with specific applications to political advertising. In "Persuasion with Coarse Communication", we focus on a key aspect of persuasion games: the complexity of the communication between agents. Frequently, the communication capacity of an advertiser is limited due to constraints on the amount of time they have or the natural limitations of the medium they use, which limits their persuasive abilities. We begin with a motivating example in political advertising, where we demonstrate a counter-intuitive result: a customer who prefers more informative ads could prefer to limit the targeting ability of the advertiser. In general settings, we characterize optimal ways to send information, show that the sender's optimization problem can be solved by searching within a finite set, and describe the set of highest attainable payoffs for the sender using a concavification-based approach, which is a useful method to analyze how the value of precise communication depends on prior beliefs. We leverage the relationship between lower and higher dimensional solutions to the sender's problem to prove an upper bound on the marginal value of a signal. Under specific preference structures where the sender's utility is independent from the state, we show that additional signals are more valuable when it is more difficult for the sender to induce beneficial actions. Finally, we provide extensions of our model and show that the tools we develop can be applied to settings with cheap talk and heterogeneous priors. In the second chapter titled "Electoral Campaigns as Dynamic Contests", we turn to the dynamic aspects of advertising and changing opinions. We build a theoretical model of electoral campaigning, where two competing candidates make decisions on how much to spend on advertising every period leading up to an election. Our model is a general one that can be applied to any two-player dynamic contest in which the players influence a state variable which is modeled as stochastic process. We characterize the path of equilibrium spending and extend the model to allow for (i) early voting, (ii) candidates who value money left over at the end of the race, (iii) multi-district competition, and (iv) endogenous budget processes that react to short-term fluctuations in popularity. A key policy-relevant insight derived from our approach is that time-dependent dynamic regulations--for example, those that prohibit spending in the final stages of a campaign--can be welfare-enhancing and outperform static regulations--specifically, aggregate spending caps. The tractability of our setup allows us to estimate key parameters of our model using spending data from US elections. We use our model and our empirical estimates to examine the effects of dynamic campaign spending regulations. The third chapter focuses on a specific policy making problem, and is titled "Regulating Online Political Advertising". In the United States, regulations have been established in the past to oversee political advertising in TV and radio. The laws governing these marketplaces were enacted with the fundamental premise that important political information is provided to voters through advertising, and politicians should be able to easily inform the public. Today, online advertising constitutes a major part of all political ad spending, but lawmakers have not been able to keep up with this rapid change. In the online advertising marketplace, ads are typically allocated to the highest bidder through an auction. Auction mechanisms provide benefits to platforms in terms of revenue maximization and automation, but they operate very differently to offline advertising, and existing approaches to regulation cannot be easily implemented in auction-based environments. This chapter aims to provide a theoretical model and deliver key insights that can be used to regulate online ad auctions for political ads, and analyzes the implications of the proposed interventions empirically. We characterize the optimal auction mechanisms where the decision maker takes into account both the ad revenues collected and societal objectives (such as the share of ads allocated to politicians, or the prices paid by them). We use bid data generated from Twitter's political advertising database to analyze the implications of implementing these changes. The results suggest that achieving favorable outcomes for political advertisers at a small revenue cost is possible through easily implementable, simple regulatory interventions.

Download or read book Essays on Social Influence Network Effects and Use of Social Media in Impacting Consumer Behavior written by Kamer Toker Yildiz and published by . This book was released on 2014 with total page 99 pages. Available in PDF, EPUB and Kindle. Book excerpt: The wide adoption of the Internet and social media has changed how consumers communicate amongst themselves and how companies communicate with their customers. Therefore, investigating the role of social interactions is important in understanding how consumers influence each other through online as well as offline channels for both marketing researchers, and companies that wish to leverage social media more effectively. This dissertation consists of two essays focusing on social influence, network effects and their marketing implications in today's socially engaged world. The first essay focuses on peer influence and studies the differential impact of online and offline social interactions on consumer's repeat usage behavior, and the effectiveness of monetary incentives in the presence of these social interactions. For this purpose, we develop a modeling framework that parses out the impacts of these individual effects and investigates their relative impact on behavior using a unique data set from a wellness program. We find that the effect of online interactions does indeed vary significantly in the presence of offline interactions and that ignoring the latter may well bias the estimates of the former. Furthermore, our results show that monetary incentives relative to social interactions have a significant, though lesser impact on repeat usage behavior. We finally offer several strategic implications by exploring a variety of scenarios through simulation analysis based on the model estimates. The second essay introduces anonymous others ("non-peer") influence in addition to peer influence and compares the relative influence of these two sources on consumers' product evaluations in an experimental setting. We show that contrary to the existing intuition, peers are not always more influential than non-peers and that the influence of these two sources depends on the proportion of people who endorse the product (i.e. , endorsement status: majority/minority endorsement). Interestingly, we find that peers have more positive influence than non-peers only under minority (but not majority) endorsement (experiment 1). We further show that peer influence manifests under minority endorsement because of consumers' endorsement and product fit perceptions (experiment 2). However, this effect diminishes if the endorsement is framed negatively (experiment 3) and gets stronger when the numeric size of the source is large (experiment 4). We discuss these findings in light of prevailing source influence theories and offer suggestions for marketing actions and firm strategy. We believe that this dissertation contributes not only to the marketing literature but also to other disciplines including social psychology, economics and operations research while offering useful implications for companies leveraging social media for both internal and external purposes.

Download or read book Two Essays on the Value of Marketing in the Digital Economy written by Minjee Sun and published by . This book was released on 2021 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Over the past three to four decades, explosive growth in data collection, storage, and processing has changed marketing practice substantially. For example, in business-to-business industries, advanced marketing analytics has supported salespeople's decision-making by providing predictions based on new types of information. Furthermore, companies can reach consumers and ask their opinions more easily. The first essay of my dissertation quantifies the impact of the availability of such information on the marketing-sales interface. While marketing analytics intended to aid salesforce decision-making has developed rapidly, there is little empirical understanding of how the adoption of such marketing analytics may affect sales performance. Using data from a global business-to-business information technology company, we provide empirical evidence that the adoption of a new marketing analytics tool improved salespeople's performance. By further exploring the outcomes by salespeople- and account-specific characteristics, we find that marketing analytics enabled high-performing salespeople to achieve greater sales from customers without recent transactions. In contrast, for low-performing salespeople, marketing analytics led them to winning more sales opportunities from accounts with recent transactions. Overall, marketing analytics empowers the high performers to reach a more balanced customer account portfolio and supports the low performers to seize the opportunities that might have been missed. Digitization has not only provided more information on customers but enhanced the means of communications between companies and their customers. The extant literature has explored positive behaviors that can occur after completing a survey, sometimes called the mere-measurement effect, but has neglected how the effect may depend on the valence of previous experience. In the second essay, we examine the impact of product performance on the mere-measurement effect using a unique natural experiment dataset from a securities brokerage company. Our results confirm mere-measurement effects in transaction intensity, transaction volume, and sales of other products. More importantly, the effects are greater for customers with negative pre-survey performance. The finding suggests that participation in satisfaction surveys leads to asymmetric positive effect. These results can help companies assess the return of resources invested in conducting surveys beyond the value of information and more accurately understand the relation between consumer behavior and marketing interventions.

Download or read book Online Advertising As Transnational Communication written by Sebastian Plappert and published by . This book was released on 2013-08 with total page 16 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2007 in the subject Communications - Multimedia, Internet, New Technologies, grade: C, Macquarie University, course: ICOM 817 Transnational Communication, language: English, comment: short essay, 5 pages text, 2 pages sources, no index., abstract: Emanating from the advertising industry's perspective, this papaer will examine the role of internet users as consumers. After briefly considering the effects of globalisation on advertising, the paper will describe the most prominent methods of online advertising, before exploring the applied concept of addressing users as consumers in the World Wide Web.

Download or read book THREE ESSAYS ON UNDERSTANDING AND OPTIMIZING DIGITAL MARKETING AND COMMUNICATION written by Heather Kennedy and published by . This book was released on 2020 with total page 151 pages. Available in PDF, EPUB and Kindle. Book excerpt: The evolving nature of the sport industry coupled with continually advancing technologies make it increasingly important to research and understand digital marketing and communication. This dissertation includes three essays that investigate digital marketing in the sport industry by considering the sport organization, context, and user as well as their interactions. Essay One critically examines the current use of Uses and Gratifications (U&G) Theory by examining what consumers do with sport social media. Findings from a qualitative analysis result in a proposed augmentation to U&G Theory to reflect that not all social media consumption is purposeful in nature, while also identifying a core set of motivations driving social media use. Essay Two identifies determinants of social media engagement using data mining techniques to unearth insights that can be leveraged by organizations to optimize marketing and communication strategies. Results inform the development of an updated Sport Experience Design (SX) framework to capture the complex and dynamic nature of sport consumption contexts. Finally, Essay Three examines advertising in multi-screen environments when the advertisement (ad) appears on the second screen, specifically considering the impact of timing on ad memory due to limited cognitive processing capabilities of consumers. Collectively, this research contributes to a deeper understanding of digital marketing and communication in sport management. This research lays a foundation for a stream of future work that will consider the intersection of information systems, consumer behaviour, marketing, and sports management, specifically, digital marketing and exploring the optimization and usage of mediated tools and techniques by organizations.

Download or read book E Marketing Concepts Methodologies Tools and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2012-05-31 with total page 1426 pages. Available in PDF, EPUB and Kindle. Book excerpt: The popularity of e-marketing has helped both small and large businesses to get their products and services message to an unbounded number of potential clients. Keeping in contact with your customers no longer require an extended period of time but rather mere seconds.E-Marketing: Concepts, Methodologies, Tools, and Applications presents a vital compendium of research detailing the latest case studies, architectures, frameworks, methodologies, and research on e-marketing. With contributions from authors around the world, this three-volume collection presents the most sophisticated research and developments from the field, relevant to researchers, academics, and practitioners alike. In order to stay abreast of the latest research, this book affords a vital look into electronic marketing research.

Download or read book Advances in Digital Marketing and eCommerce written by Francisco J. Martínez-López and published by Springer Nature. This book was released on 2021-05-26 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book highlights the latest research articles presented at the second Digital Marketing & eCommerce Conference in June 2021. Papers include a diverse set of digital marketing and eCommerce-related topics such as user psychology and behavior in social commerce, influencer marketing in social commerce, social media monetization strategies, social commerce characteristics and their impact on user behavior, branding on social media, social media-based business models, user privacy and security protection on social media, social video marketing and commerce, among other topics.

Download or read book Impacts of Online Advertising on Business Performance written by Semerádová, Tereza and published by IGI Global. This book was released on 2019-11-22 with total page 262 pages. Available in PDF, EPUB and Kindle. Book excerpt: Creating a brand´s image to ultimately sell promoted products has made digital advertising a key instrument for reaching marketing and business goals for many companies. In order to expand fan bases, promote company culture, and engage in communication with current customers, business professionals have made monitoring the impact of their advertisements a fundamental priority. Impacts of Online Advertising on Business Performance is a collection of innovative research that merges the theoretical background presented in the scientific research with the practical experience and real-life data originating from real advertising campaigns and website traffic. While highlighting topics including data analytics, digital advertising, and consumer behavior, this book is ideally designed for managers, marketers, advertisers, business administrations, researchers, industry professionals, investors, academicians, and students concerned with the management of online marketing activities.

Download or read book Handbook of Marketing written by Barton A Weitz and published by SAGE. This book was released on 2006-08-11 with total page 618 pages. Available in PDF, EPUB and Kindle. Book excerpt: The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change.

Download or read book 1st International Conference Resonance on Cognitive Approach Social Ethics and Sustainability written by Raul V. Rodriguez and published by Taylor & Francis. This book was released on 2024-06-24 with total page 348 pages. Available in PDF, EPUB and Kindle. Book excerpt: Artificial intelligence (AI) has been fast growing since its evolution and experiments with various new add-on features; human efficiency is one among those and the most controversial topic. This chapter focuses on its attention towards studying human consciousness and AI independently and in conjunction. It provides theories and arguments on AI being able to adapt human-like consciousness, cognitive abilities and ethics. This chapter studies responses of more than 300 candidates of the Indian population and compares it against the literature review. Furthermore, it also discusses whether AI could attain consciousness, develop its own set of cognitive abilities (cognitive AI), ethics (AI ethics) and overcome human beings’ efficiency. This chapter is a study of the Indian population’s understanding of consciousness, cognitive AI and AI ethics.

Download or read book Review of Marketing Research written by Naresh K Malhotra and published by Routledge. This book was released on 2017-07-05 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt: "The Review of Marketing Research" series provides current, state-of-the-art articles by the marketing field's leading researchers and scholars. Unlike other research publications in the field, which impose major constraint on article length, RMR publishes longer chapters that are not only theoretically rigorous but also offer richer detail, including literature reviews, cutting-edge methodologies, empirical studies, international developments, guidelines for implementation, and suggestions for future theory development and testing. "The RMR" series is edited by Naresh K. Malhotra along with a distinguished editorial review board. Each contribution undergoes a double-blind review process, and each volume represents an across-the-board view of the full range of current marketing research methodologies.