Showing 1 - 10 of 9,381
Standard search models assume that consumers actively decide on the order, identity, and number of products they search. We document that online, a large fraction of searches happen in a more passive manner, with consumers merely reacting to online advertisements that do not allow them to choose...
Persistent link: https://www.econbiz.de/10013228519
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
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
Despite the popular use of animated banner ads on websites, extant research on the effects of web animation has generated mixed results. We argue that it is critical to identify feature-level animation characteristics and examine their individual and combined effects on capturing online...
Persistent link: https://www.econbiz.de/10013225104
Digital technologies lead consumers to instantaneously engage with companies online following TV advertising. As a result, companies increasingly aim to coordinate TV advertising with consumer online behavior. This has led companies and researchers to examine the effect of TV ads on online...
Persistent link: https://www.econbiz.de/10012842543
We conduct an experiment where subjects read online news articles and are shown ads for brands next to those articles. Using eye-tracking technology, we measure the attention that each individual devotes to each article and ad. Then, respondents choose between cash or vouchers for the brands...
Persistent link: https://www.econbiz.de/10012495704
The increasing availability of individual-level data has raised the standards for measurability and accountability in digital advertising. Using a massive individual-level data set, our paper captures the effectiveness of display advertising across a wide range of consumer behaviors. Two unique...
Persistent link: https://www.econbiz.de/10014132721
To influence demand, some online retailers post messages (e.g., “5 units or less left in stock”) on their product pages to signal impending stockouts. These “scarcity” messages provide consumers “partial” inventory information, revealing only an upper bound on the number of units...
Persistent link: https://www.econbiz.de/10012842813
Online advertising campaigns often consist of multiple ads, each with different creative content. We propose a model that evaluates the effectiveness of each creative in a campaign given the targeted individual’s ad impression history, as characterized by the timing and mix of previously seen...
Persistent link: https://www.econbiz.de/10014179491
Two studies investigate visual complexity in banner ads and support predictions based on the resource-matching perspective, which suggests that processing is optimized when the resources required to process a stimulus match the resources available. A content analysis of actual banner ads...
Persistent link: https://www.econbiz.de/10014223872