This study examines the gender differences in user-generated travel photographs posted on social networking services. Using 515 travel photographs—285 generated by females and 230 generated by males—from China's Sina Weibo website, the study analyzes the gender differences in the photographs...

Channel coordination in search advertising is an important but complicated managerial decision for both manufacturers and retailers. Due to the highly concentrated market of search advertising, a manufacturer's and its retailers' ads can compete instead of complement with each other. We consider...

Yahoo! Research partnered with a nationwide retailer to study the effects of online display advertising on both online and in-store purchases. We use a randomized field experiment on 3 million Yahoo! users who are also past customers of the retailer. We find statistically significant evidence...

Today's marketing environment is characterized by a surge in multichannel shopping and ever more choice in advertising channels. This requires firms to understand how both digital and traditional advertising drive sales within the same channel (e.g., digital advertising affecting online sales)...

The aim of the study was to determine the impact of brand social media marketing on the dynamics of the company's share value. Methods of analysis and synthesis were used to determine the features of the implementation of the brand advertising campaign in social media. The economics and...

This paper uses data on local US restaurants to analyze the effect of online ratings on their advertising spending and distinguishes between advertising's persuasive interaction with average ratings and its informative interaction with displayed rounded rating. The effect of a higher displayed...

This work aims to explore in a Mexican context how for two different market segments of age, the digital media (digital magazines) could be a more effective communication channel than the traditional media (printed magazines). With a qualitative approach, it is intended to understand the effects...

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...

As sponsored search becomes increasingly important as an advertising medium for firms, search engines are exploring more advanced bidding and ranking mechanisms to increase their revenue from auctions for sponsored search advertising. For instance, Google, Yahoo! and Bing are experimenting with...

In sponsored search advertising, advertisers bid to be displayed in response to a keyword search. The operational activities associated with participating in an auction — submitting the bid and the ad copy, customizing bids and ad copies based various factors (such as the geographical region...