Download or read book Three Essays on Internet Marketing written by Michael S. Trusov and published by . This book was released on 2007 with total page 346 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Three Essays on Digital Marketing written by Xia Liu and published by . This book was released on 2014 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

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 Essays on Internet Marketing written by Chunhua Wu and published by . This book was released on 2012 with total page 176 pages. Available in PDF, EPUB and Kindle. Book excerpt: In my dissertation, I empirically investigate three prevalent forms of internet marketing in the web 2.0 era: search advertising, advertising networks and user generated content marketing.

Download or read book Three Essays on the Economic Analysis of Marketing Pratices on the Internet written by Hui Song and published by . This book was released on 2013 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This paper uses a search model with the product differentiation in a two-sided market. The two-sided market matches sellers with buyers. On the buyers' side it supplies some match information between the goods and the buyers. On the firms' side, it sells some empty slots to the firms. Any firm either takes a place in any platform or stays outside. Buyers search for a good either inside or outside the platform. Each search of the an outside firm is costly and gives the match information between the searcher (buyer) and the seller. We study two cases. In the first case, all buyers obtain the match information in the platform for free. The equilibrium price and profit of an inside firm drops in the number of inside firms. The monopoly platform, by adjusting the entrance fee, admit fewer firms under a higher search cost. If the market has two platforms, they generally admit more firms than the case with one platform. In the second case, the platform is able to impose a fee for all consumers who enter the platform. Our last result has indicated that the platform will register all buyers and firms.

Download or read book Three Essays on Paid Search Advertising written by Oliver J. Rutz and published by . This book was released on 2007 with total page 356 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Three Essays on B2B E market Firms written by Qizhi Dai and published by . This book was released on 2003 with total page 278 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Three Essays on Marketing Strategies in E commerce and Business to Business Service Industries written by Steven Simon Strauss and published by . This book was released on 2002 with total page 183 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Three Essays on the Effects of Information in Online Markets written by and published by . This book was released on 2012 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This dissertation contains three essays on the effects of information in online markets. The first essay examines an online market for digital music and how consumers may learn from one another when making their decisions. In markets where a product is of unknown quality and consumers observe information about the previous actions of others, models of observational learning often predict herding behavior. The possible consequences of this herding behavior include consumers ignoring a high quality product and consumers spending resources on a low quality product (i.e., bad herds). In this essay, I estimate the probability of the former (bad herd on a high quality product) in an online digital music market named Amie Street Music. In addition, I examine the effect of moving from a fixed pricing scheme (iTunes, Amazon) to a demand-based pricing scheme (Amie Street) on the probability of a bad herd, expected consumer costs and expected long run revenue. I find that there is a 2% probability that consumers ignore a high quality song in the Amie Street market, compared to a 100% probability with a fixed price as low as 30 cents. Using bid data from 8,000 Chevrolet Corvettes sold on eBay, the second essay empirically tests Akerlof's (1970) hypothesis that the used car market is characterized by low quality and informational problems. The hypothesis states that the used market has a higher proportion of low quality cars than the new market and buyers account for the difference by discounting their value for a used car relative to a new car. This is tested by comparing bids on new and late model used 'Vettes. The paper finds little evidence of a premium for new 'Vettes. Two other tests are performed and results of these tests also show little evidence of information problems on eBay Motors. Finally, in the third essay, I test whether bidders shade their bids for Chevrolet Corvettes in response to changes in the supply of other Corvettes up for auction. The results suggest that bidders are shading their bids, even when the other cars up for auction are not perfect substitutes.

Download or read book Practical Digital Marketing and AI Psychology written by J. Jonathan Gabay and published by Taylor & Francis. This book was released on 2024-08-05 with total page 347 pages. Available in PDF, EPUB and Kindle. Book excerpt: Practical Digital Marketing and AI Psychology explores how successful brands utilise both psychology and cutting-edge artificial intelligence technologies to maximise digital marketing strategies. Psychology has long been a foundation for successful marketing strategies, and evolving AI technologies are opening up new opportunities for marketers to help brands build trust and loyalty online. In this exceptional book, award-winning writer Jonathan Gabay delves into fascinating psychological digital marketing techniques and concepts, explaining the practical psychology and science you need to lift your marketing career to the next level. Gabay explores how new technologies can be harnessed to increase their impact significantly. The book provides practical tips and contemporary best-practice examples, including prompt engineering, the psychology behind mission statements and logo design, gamification, the possibilities and pitfalls of social media, among many more areas that will ensure your brand is trusted, valued, and desired. This definitive book is perfect for marketing students up to PhD level and digital marketing, PR, and sales professionals looking for a fascinating, compelling read, packed with ideas and examples, that combines academic excellence with practical advice – all written and presented in a highly accessible style.

Download or read book Three Essays on Style written by Erwin Panofsky and published by MIT Press. This book was released on 1995 with total page 262 pages. Available in PDF, EPUB and Kindle. Book excerpt: with a memoir by William S. Heckscher Erwin Panofsky (1892-1968) was one of the preeminent art historians of the twentieth century. A new translation of his seminal work, Perspective as Symbolic Form, was recently published by Zone Books; now three remarkable essays, one previously unpublished, place Panofsky's genius in a different perspective: What Is Baroque?, Style and Medium in the Motion Pictures,andThe Ideological Antecedents of the Rolls-Royce Radiator. The essays are framed by an introduction by Irving Lavin, Panofsky's successor as Professor of Art History at the Institute for Advanced Study in Princeton, discussing the context of the essays' composition and their significance within Panofsky's oeuvre, and an insightful memoir by Panofsky's former student, close friend, and fellow emigr & e ́, William Heckscher. All three essays reveal unexpected aspects of Panofsky's sensibility, both personal and intellectual. Originally written as lectures for general audiences, they are composed in a lively, informal manner, and are full of charm and wit. The studies concern broadly defined problems of style in art--the visual symptoms endemic to works of a certain period (Baroque), medium (film), or national identity (England)--as opposed to the focus on iconography and subject matter usually associated with Panofsky's "method." The essay on Baroque, which Lavin considers "vintage Panofsky" and which appears here for the first time, and the one on film were written in 1934. The Rolls-Royce piece was written in 1962.

Download or read book Three Essays on Computer and Internet Use at Home written by Tadesse Biru Wodajo and published by . This book was released on 2008 with total page 434 pages. Available in PDF, EPUB and Kindle. Book excerpt: This dissertation consists of three essays on computer and Internet (CI) use in the United States households. Surveys show that the adoption and use of these two technologies at home have been steadily increasing over time. In addition to providing information regarding the use of CI at home, the essays seek to address a number of issues. The first essay investigates the factors that determine the probability of owning a home CI and those influencing the intensity of use by employing the double-hurdle model. The double-hurdle estimation reveals that the use of a home CI is governed by two distinct decisions: the decision to acquire CI and the decision on the level of use. The estimation results also show that these two separate decisions are determined by different sets of factors. The second essay develops a theoretical model that incorporates CI use in a representative individual's preference function and examines whether the use of CI at home produces any time displacement effects on the allocation of time for market work, household production, and leisure. The study is based on the conceptual framework that the use of technological innovations at home changes the existing patterns of individuals' time allocation behavior. Empirical estimations are also employed to determine the net impacts of the parameters of the model on the choice variables under investigation. The third essay explores the dissemination of home computers and access to home Internet among various social groups in the United States, the inequalities observed among each group (known as the digital divide), the trends the groups exhibit in the acquisition of these technologies over time, and the factors contributing to these disparities. The study focuses on the digital divide observed among three demographic groups (race, ethnicity and gender) in the period 1997-2003. The digital gaps for blacks and Hispanics (compared to whites and non-Hispanics, respectively) are relatively big and slow a rising trend over time. The gender digital gap is relatively small and shows a slight declining trend. A variant of the Blinder-Oaxaca decomposition technique is employed to identify and quantify the factors that contribute to the digital gaps.

Download or read book Three Essays in Financial Markets The Bright Side of Financial Derivatives Options Trading and Firm Innovation written by Iván Blanco and published by Ed. Universidad de Cantabria. This book was released on 2019-02-15 with total page 90 pages. Available in PDF, EPUB and Kindle. Book excerpt: Do financial derivatives enhance or impede innovation? We aim to answer this question by examining the relationship between equity options markets and standard measures of firm innovation. Our baseline results show that firms with more options trading activity generate more patents and patent citations per dollar of R&D invested. We then investigate how more active options markets affect firms' innovation strategy. Our results suggest that firms with greater trading activity pursue a more creative, diverse and risky innovation strategy. We discuss potential underlying mechanisms and show that options appear to mitigate managerial career concerns that would induce managers to take actions that boost short-term performance measures. Finally, using several econometric specifications that try to account for the potential endogeneity of options trading, we argue that the positive effect of options trading on firm innovation is causal.

Download or read book Three Essays on E tailer s Pricing Services and Customer Channel Usage in the Internet Market Place written by Yong Cao and published by . This book was released on 2002 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book The Hyperlinked Society written by Lokman Tsui and published by University of Michigan Press. This book was released on 2009-12-11 with total page 326 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Links" are among the most basic---and most unexamined---features of online life. Bringing together a prominent array of thinkers from industry and the academy, The Hyperlinked Society addresses a provocative series of questions about the ways in which hyperlinks organize behavior online. How do media producers' considerations of links change the way they approach their work, and how do these considerations in turn affect the ways that audiences consume news and entertainment? What role do economic and political considerations play in information producers' creation of links? How do links shape the size and scope of the public sphere in the digital age? Are hyperlinks "bridging" mechanisms that encourage people to see beyond their personal beliefs to a broader and more diverse world? Or do they simply reinforce existing bonds by encouraging people to ignore social and political perspectives that conflict with their existing interests and beliefs? This pathbreaking collection of essays will be valuable to anyone interested in the now taken for granted connections that structure communication, commerce, and civic discourse in the world of digital media. "This collection provides a broad and deep examination of the social, political, and economic implications of the evolving, web-based media environment. The Hyperlinked Society will be a very useful contribution to the scholarly debate about the role of the internet in modern society, and especially about the interaction between the internet and other media systems in modern society." ---Charles Steinfield, Professor and Chairperson, Department of Telecommunication, Information Studies, and Media, Michigan State University Joseph Turow is Robert Lewis Shayon Professor at the Annenberg School for Communication, University of Pennsylvania. He was named a Distinguished Scholar by the National Communication Association and a Fellow of the International Communication Association in 2010. He has authored eight books, edited five, and written more than 100 articles on mass media industries. His books include Niche Envy: Marketing Discrimination in the Digital Age and Breaking up America: Advertisers and the New Media World. Lokman Tsui is a doctoral candidate at the Annenberg School for Communication, University of Pennsylvania. His research interests center on new media and global communication. Cover image: This graph from Lada Adamic's chapter depicts the link structure of political blogs in the United States. The shapes reflect the blogs, and the colors of the shapes reflect political orientation---red for conservative blogs, blue for liberal ones. The size of each blog reflects the number of blogs that link to it. digitalculturebooks is an imprint of the University of Michigan Press and the Scholarly Publishing Office of the University of Michigan Library dedicated to publishing innovative and accessible work exploring new media and their impact on society, culture, and scholarly communication. Visit the website at www.digitalculture.org.

Download or read book Online Growth Options for Retailers written by Matthias Schu and published by Springer. This book was released on 2017-05-09 with total page 147 pages. Available in PDF, EPUB and Kindle. Book excerpt: Matthias Schu examines three main topics in his research: The intention of store-based retail and wholesale companies to open up an own online channel, factors determining the foreign market selection behavior of online retailers as well as factors affecting the speed in the internationalization process of online retailers. New insights for retail research and management are presented and contribute to existing knowledge; the study is valuable for academic researchers and for practitioners who are interested in a thorough analysis of online retailing from a strategic and theoretical perspective.

Download or read book Three Essays on Marketing Interventions to Influence Consumer Judgments Choices and Behaviors written by Fei Gao and published by . This book was released on 2020 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: