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Impact of Customers’ Opinion About Social Media Advertisement on Buying Behaviour : Model Based Approach
Prasath, Rajendran Arun; Veluchamy, Ramanujam; … - 2021
The study analyzed the various dimensions of customers’ opinions about social media advertisement on buying behaviour. The total number of questionnaires distributed in the self-administered survey was 750 sets. A purposive sampling method is applied in this research for selecting the sample....
Persistent link: https://www.econbiz.de/10014086448
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The impact of brand social media marketing on the dynamics of the company's share value
Fayvishenko, Diana; Cherniavska, Liudmyla; Bondarenko, Iryna - In: Verslas : teorija ir praktika : Vilniaus Gedimino … 24 (2023) 1, pp. 24-32
The aim of the study was to determine the impact of brand social media marketing on the dynamics of the company's share … campaign in social media. The economics and statistics analysis were used to analyse the costs of social media marketing (SMM … capitalization level. The monographic method is used for a comprehensive and in-depth study of social media marketing, the causal …
Persistent link: https://www.econbiz.de/10014371857
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"Free" internet content : Web 1.0, Web 2.0, and the sources of economic growth
Nakamura, Leonard Isamu; Samuels, Jon D.; Soloveichik, … - 2018
The Internet has evolved from Web 1.0, with static web pages and limited interactivity, to Web 2.0, with dynamic content that relies on user engagement. This change increased production costs significantly, but the price charged for Internet content has generally remained the same: zero. Because...
Persistent link: https://www.econbiz.de/10011891856
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Chapter 5. Recent Developments in Mass Media : Digitization and Multitasking
Wilbur, Kenneth C. - 2015
Technology and consumer behavior are changing supply and demand for mass media. Digitization has increased consumer control over media content and advertising, with implications for advertising avoidance, advertising targeting and personalization, competition among media platforms, and media...
Persistent link: https://www.econbiz.de/10014025248
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Skippable Ads : Interactive Advertising on Digital Media Platforms
Dukes, Anthony J. - 2020
The skippable ad format, commonly used by online content platforms, gives a viewer the option to skip part of an advertisement after seeing some limited information, and jump directly to her desired content. It also enables these platforms to charge advertisers only when viewers attend to the...
Persistent link: https://www.econbiz.de/10012852408
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Advertising in Social Networks
Pustylnick, Igor - 2014
The advertising efforts in social networks grow every year. Since their appearance in the late 1990s Social Network Web Sites were considered as a uniform group. The only differentiation factors were the number of users and the amount of traffic passed through the site. This paper classifies the...
Persistent link: https://www.econbiz.de/10014174645
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How much influencer marketing is undisclosed? : evidence from Twitter
Ershov, Daniel; He, Yanting; Seiler, Stephan - 2023
We quantify the prevalence of undisclosed influencer posts on Twitter across a large set of brands based on a unique data set of over 100 million posts. We develop a novel method to detect undisclosed influencer posts and find that 96% of influencer posts are not disclosed as such. Despite...
Persistent link: https://www.econbiz.de/10014422653
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Differences between Instagram and Facebook sponsored posts for small hospitality businesses
Tanković, Ana Čuić; Prodan, Marina Perišić; … - In: Proceedings of the ENTRENOVA - ENTerprise REsearch … 8 (2022) 1, pp. 287-298
, which offer a great opportunity for customer interaction. Social media is a popular and widely used marketing tool for …
Persistent link: https://www.econbiz.de/10014308323
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Peer to Peer Advertising through Social Networking Websites
Chatterjee, Prabirendra; Rai, Sumant - 2014
Peer-To-Peer advertising is the newest trend in the age of online advertising. The Facebook gift phenomenon or invention of Application directories in Orkut or rapidly increasing usage of Avatars in Second-Life, all lead to new market dynamics using the latest advertising mode. In this paper we...
Persistent link: https://www.econbiz.de/10014190009
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Inefficiencies in Digital Advertising Markets
Gordon, Brett R. - 2020
Digital advertising markets are growing and attracting increased scrutiny. This paper explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and within advertising channel members, ad blocking and ad fraud. These topics are not unique to...
Persistent link: https://www.econbiz.de/10012847604