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Can social media marketing lead to abnormal portfolio returns?
Bank, Semra; Yazar, Evrim Erdogan; Sivri, Ugur - In: European research on management and business economics 25 (2019) 2, pp. 54-62
This study tests the impact of usage of Twitter as a microblogging service provider on shareholders' returns and … Twitter account and, if so, their number of followers and tweets and the increase in the number of followers. The returns from … these portfolios indicate that better Twitter performance according to these metrics does not provide any significant …
Persistent link: https://www.econbiz.de/10012016588
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Competitive Poaching in Sponsored Search Advertising and Its Strategic Impact on Traditional Advertising
Sayedi, Amin - 2012
Traditional advertising, such as TV and print advertising, primarily builds awareness of a firm's product among consumers. On the other hand, sponsored search advertising can target consumers in a later stage of the purchase process because they self-identify themselves by searching for a...
Persistent link: https://www.econbiz.de/10013106898
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The Effects of Traditional and Social Earned Media on Sales : A Study of a Microlending Marketplace
Stephen, Andrew T. - 2014
Marketers distinguish between three types of media: paid (e.g., advertising), owned (e.g., company website), and earned (e.g., publicity). The effects of paid media on sales have been extensively covered in the marketing literature. The effects of earned media, however, have received limited...
Persistent link: https://www.econbiz.de/10013070732
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The Complex Dynamics of Sponsored Search Advertising Markets
Robu, Valentin - 2014
This paper provides a comprehensive study of the structure and dynamics of online advertising markets, mostly based on techniques from the emergent discipline of complex systems analysis. First, we look at how the display rank of a URL link influences its click frequency, for both sponsored...
Persistent link: https://www.econbiz.de/10013071008
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Higher Education Marketing Communications in the Digital Era
Camilleri, Mark Anthony - 2020
This chapter examines the global marketing environment of today's higher education institutions (HEIs). (Semi) Autonomous HEIs and business schools are increasingly behaving like for-profit organisations as they seek new opportunities and resources to prioritise revenue creation. Therefore, they...
Persistent link: https://www.econbiz.de/10012843674
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Leveraging Information from Sponsored Advertising at Online Retail Marketplaces
Long, Fei - 2020
E-commerce platforms, such as Amazon, Alibaba and Flipkart, that match sellers and consumers at an unprecedented scale, operate their internal search engines to help buyers find relevant products from a large number of sellers, and also allow sellers to advertise to consumers for positions in...
Persistent link: https://www.econbiz.de/10012844549
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An Overview of Evolution of E-Marketing in India and Consumers Perception Towards E-Marketing
Rehman, Anis ur - 2017
The Internet is growing at a rate of almost 50-100% per year in India. From being a medium for exchange of information and communication between the scientific research workers, it has opened a vast vista of entertainment and information (edutainment) for millions of people on the Internet...
Persistent link: https://www.econbiz.de/10012958218
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An Empirical Study of Perception of Women Consumers Towards Internet Marketing in Lucknow Region
Rehman, Anis ur - 2017
Women Consumers are playing an important role in online shopping. The increasing use of internet by the women consumers in India provides an emerging prospect for online retailers. If online retailers know the factors affecting women consumers' buying behavior, then they can further develop...
Persistent link: https://www.econbiz.de/10012958257
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Advertising on Online Marketplaces : Information Asymmetry and the Relevance of Sponsored Listings
Abhishek, Vibhanshu - 2019
Advertising on e-commerce marketplaces, wherein sponsored product listings are interleaved with organic product listings, is a large and growing phenomenon. In this paper, we both theoretically and empirically study whether including sponsored listings improves or hurts the overall quality and...
Persistent link: https://www.econbiz.de/10012901427
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Exploring the Intention to Watch Advertisements on YouTube Among Youth
Koshy, Ligo - 2018
YouTube is the most popular online video platform. Thousands of videos are being uploaded in to YouTube every day. Marketers are placing their advertisements inside the YouTube videos and over a period of time, this has evolved as a business model which generates revenue for the people who...
Persistent link: https://www.econbiz.de/10012909072