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Estimating the Value of Offsite Tracking Data to Advertisers : Evidence from Meta
Wernerfelt, Nils; Tuchman, Anna; Shapiro, Bradley; … - National Bureau of Economic Research - 2024
Facebook and Instagram. We first estimate advertising effectiveness at baseline across our broad sample. We then estimate the …
Persistent link: https://www.econbiz.de/10015056091
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Specialized advertising and price competition in vertically differentiated markets
Esteban, Lola; Hernández-García, José M. - In: SERIEs : Journal of the Spanish Economic Association 2 (2011) 2, pp. 255-282
simultaneous game of pricing and targeted advertising with two firms producing different levels of quality. We find that the … transition from uniform advertising to targeted advertising can turn a pure vertically differentiated market into a hybrid market … particular, we show that (1) compared to uniform advertising, targeting leads both firms to always charge higher prices, (2) the …
Persistent link: https://www.econbiz.de/10009355553
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The impact of privacy policy on the auction market for online display advertising
Johnson, Garrett - 2013
The advent of online advertising has simultaneously created unprecedented opportunities for advertisers to target …
Persistent link: https://www.econbiz.de/10010250694
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Identity distancing and targeted advertisements : the black sheep effect
Harmon-Kizer, Tracy R. - In: Journal of promotion management : JPM 22 (2016) 3, pp. 321-348
Persistent link: https://www.econbiz.de/10011532969
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Is sexy better than funny? : disentangling the persuasive effects of pleasure and arousal across sex and humour appeals
Das, Enny; Galekh, Maryna; Vonkeman, Charlotte - In: International journal of advertising : the quarterly … 34 (2015) 3, pp. 406-420
Persistent link: https://www.econbiz.de/10011546490
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Appealing to tourists via branded entertainment : from theory to practice
Hudson, Simon; Tung, Vincent - In: Journal of travel and tourism marketing 33 (2016), pp. 123-137
Persistent link: https://www.econbiz.de/10011485043
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Advertising effectiveness : the moderating effect of firm strategy
McAlister, Leigh; Srinivasan, Raji; Jindal, Niket; … - In: Journal of marketing research : JMR 53 (2016) 2, pp. 207-224
Persistent link: https://www.econbiz.de/10011485280
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Is top 10 better than top 9? : the role of expectations in consumer response to imprecise rank claims
Isaac, Mathew S.; Brough, Aaron R.; Grayson, Kent - In: Journal of marketing research : JMR 53 (2016) 3, pp. 338-353
Persistent link: https://www.econbiz.de/10011502922
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Signalling effect of daily deal promotion for a start-up service provider
Zhao, Ming; Wang, Yulan; Gan, Xianghua - In: Journal of the Operational Research Society : OR 67 (2016) 2, pp. 280-293
Persistent link: https://www.econbiz.de/10011516488
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Rivalries and sponsor affiliation : examining the effects of social identity and argument strength on responses to sponsorship-related advertising messages
Bee, Colleen; Dalakas, Vassilis - In: Journal of marketing communications 21 (2015) 6, pp. 408-424
Persistent link: https://www.econbiz.de/10011518848