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pricing and advertising on the beta launch strategy. …
Persistent link: https://www.econbiz.de/10005760643
The phenomenon of sponsored search advertising where advertisers pay a fee to Internet search engines to be displayed …
Persistent link: https://www.econbiz.de/10005760649
The increasing pervasiveness of the Internet has dramatically changed the way that consumers shop for goods. Consumer-generated product reviews have become a valuable source of information for customers, who read the reviews and decide whether to buy the product based on the information...
Persistent link: https://www.econbiz.de/10005585475
Sponsored search advertising is ascendant---Jupiter Research reports expenditures rose 28% in 2007 to $8.9B and will … search advertising (i.e., searchers, advertisers, and the search engine platform). The dynamic structural model we propose … serves as a foundation to explore these and other sponsored search advertising phenomena. Fitting the model to a proprietary …
Persistent link: https://www.econbiz.de/10005622736
displayed alongside these results is priced using a separate auction. Search engine advertising prices therefore reflect … policy debate asks if this marketing strategy merely makes advertising more informative, or whether it also effectively … extracts rent from advertisers. To inform this debate and to better understand search engine advertising more generally, we …
Persistent link: https://www.econbiz.de/10005585483
Programmers can distribute new software to online users either for a fee as shareware or bundle it with advertising …
Persistent link: https://www.econbiz.de/10005622737
As auctions are becoming the main mechanism for selling advertisement space on the web, marketing agencies specialized in bidding in online auctions are proliferating. We analyze theoretically how bidding delegation to a common marketing agency can undermine both revenues and efficiency of the...
Persistent link: https://www.econbiz.de/10010905454
data on the real-life virality of 400 video ads, and crowd-sourced measurement of advertising effectiveness among 24 … there was a decline in overall advertising effectiveness at 3-4 million views. Importantly, ads that generated both views …
Persistent link: https://www.econbiz.de/10009368494
they are to click on online advertising. The paper uses data from a randomized field experiment that examined the relative … effective strategy for advertising-supported websites. …
Persistent link: https://www.econbiz.de/10008673511
Understanding the process of software adoption is of paramount importance to software start-ups. We study a monopolistic seller’s optimal consumer network structure formation (seeding, segmentation, sequencing, and pricing strategies) under network effects. We demonstrate the importance of...
Persistent link: https://www.econbiz.de/10010905452