The Web has become a major laboratory of what consumers search, comment upon, and purchase in the real economy. This paper leverages a mash-up of online Google search and of social media (Twitter, Facebook, and others) to “nowcast” the relative product sales performance of telecoms companies...

This paper summarizes the display advertising literature, organizing the content by the agents in the display advertising ecosystem, and proposes new research directions. In doing so, we take an interdisciplinary view, drawing connections among diverse streams of theoretical and empirical...

This paper considers how a publisher should set reserve prices for real-time bidding (RTB) auctions when selling display advertising impressions through ad exchanges, a $115 billion market and growing. Conducting a series of field experiments to induce exogenous variation in reserve prices at a...

As more and more activities in the economy become digitized, analytics and data-driven decision-making (DDD) are becoming increasingly important. The adoption of analytics and DDD has been slower in small-to-medium enterprises (SMEs) compared to large firms, and reliable causal estimates of the...

The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...

Background: Social media allow companies to create more "friendly" and personal interaction with their customers on an individual basis affecting the relationship development. Generally, people have more confidence in their friends' recommendations. On the other hand, companies prefer this type...

In collaboration with an online seller of home-improvement products, we conduct a large-scale randomized field experiment to study the effects of retargeted advertising – a form of internet advertising in which banner ads are displayed to users after they visit the advertiser's web site. We...

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...

Online advertising accounts for almost 9 percent of all advertising in the United States. This share is expected to increase as more media is consumed over the internet and as more advertisers shift spending to online technologies. The expansion of internet-based advertising is transforming the...

Objective: The objective of the article is to investigate the impact of social media content on engagement and customer equity. The moderating role of the customer relationship is also analyzed. The purpose of this research was to find out the types of content that can increase engagement and...