Celebrity endorsers mean who engage to communicate appropriate message for receivers. Most of the time celebrity endorsers use to appeal the customers. For these advertisements, can be used more attractive, famous, and knowledgeable persons to endorse. Customer’s first impression can be...

The buzz word digital marketing has mushroomed the market of customers to make the purchase online. With the coming up of unprecedented COVID-19 circumstances have completely changed. The customers now look for those products that are readily available on an online platform instead of physically...

We analyze the effect of working from home on the agglomeration economies of large cities and the aggregate productivity implications of such an effect. Using advertised wages from job ads, we show that occupations with the highest work-from-home adoption during the COVID-19 pandemic saw a...

This article investigates the condition under which a manufacturer and a retailer in a two-member channel should adopt reselling or agency selling. Three game-theoretic models in which price and advertising decisions affect consumer demand are analyzed. Contrary to common belief about agency...

Social media has been used increasingly to create social media advertisements, there are around 3.6 billion people using social media platforms in 2020 and expected to be 4.41 billion by 2025. However, there are many challenges faced by marketers to market its product. Thus, this study aims to...

We study the effectiveness of influencer marketing in the video game industry. To this end, we construct a novel dataset on video game streaming on Twitch.tv, the largest video game streaming platform in the world, by monitoring live streams every 10 minutes for eight months. Leveraging these...

The Supreme Court held in Mitchell v. Forsyth that defendants have a right to immediately appeal from the denial of immunity. This right to appeal alone is enough to halt any progress in civil-rights litigation and add complexity to a case, and defendants can use these appeals to to wear down...

Purpose: Privacy considerations have become a topic with increasing interest from academics, industry leaders, and regulators. In response to consumers’ privacy concerns, Google announced in 2020 that Chrome would stop supporting third-party cookies in the near future. At the same time,...

Celebrity endorsement is a type of brand or product communication in which a celebrity aligns herself with the brand or the product. In traditional endorsements, the advertisers use a celebrity name or picture to represent the brand or the product. In this type of endorsement, an advertiser may...

Predicting the probability that a user will click on a specific advertisement has been a prevalent issue in online advertising, attracting much research attention in the past decades. As a hot research frontier driven by industrial needs, recent years have witnessed more and more novel learning...