We analyze optimal advertising spending in a duopolistic market where each firm's market share depends on its own and its competitor''s advertising decisions, and is also subject to stochastic disturbances. We develop a differential game model of advertising in which the dynamic behavior is...

An oligopoly model is presented that allows the determination of feedback Nash equilibrium advertising strategies for an oligopoly. Analyses of symmetric and asymmetric oligopolies with the model show that unit contribution and advertising effectiveness have positive effects on a competitor's...

The Cannes Lions festival is one of the most important international indicators for professionals in the creative communications industry. Throughout the past few years there are a rising number of submissions and award winners coming from emerging and developing countries. This fact is...

This paper analyzes dynamic advertising and pricing policies in a durable-good duopoly. The proposed infinite-horizon model, while general enough to capture dynamic price and advertising interactions in a competitive setting, also permits closed-form solutions. We use differential game theory to...

The effect of self-profiling on advertising responses remains unexplored. This research proposes a conceptual model examining the path from self-profiling (i.e., nickname and avatar) and its antecedents to advertising engagement from the perspective of self-disclosure. The research model has...

Although it is widely acknowledged that ad rankings matter in sponsored search advertising (SSA) in both academia and industry, its potential effect on people’s attitudes toward advertising remains as an overlooked issue. This study proposes and tests a conceptual model examining the role of...

In the digital economy, influencing and controlling the spread of information is a key concern for firms. One way firms try to achieve this is to target firm communications to consumers who embrace and propagate the spread of new information on emerging and `trending' topics on social media....

Direct-to-consumer advertising of pharmaceuticals has led to questions of whether consumers benefit from the additional drug information, or are harmed by being induced to pursue prescriptions that are unnecessary or even dangerous. We conducted an empirical study of the relation between...

Research on discrepancies between the actual self and ideal self has examined self-discrepancies in knowledge, skills and stature but age-based self-discrepancies have only recently received attention and so we studied this phenomenon in young adolescents. In three studies we identified a...