Empirical evidence suggests that most advertisements contain little direct information. Many do not mention prices. We analyze a monopoly firm's choice of advertising content and the information disclosed to consumers. The firm advertises only product information, price information, or both; and...

The last decades have seen large improvements in digital advertising technology that allowed firms to better target specific consumer tastes. This research studies the relationship among digital advertising, the rise of varieties, and economic welfare. We develop a model of advertising and...

Social media provide an unparalleled platform for consumers to publicize their personal evaluations of purchased products and thus facilitate word-of-mouth communication. This paper examines relationships between consumer posting behavior and marketing variables - such as product price and...

Online consumer product review is an emerging market phenomenon that is playing an increasingly important role in consumers' purchase decisions. This paper examines a fundamental issue concerning online consumer review, i.e., the functions such reviews have for an online marketer. We argue that...

Web 2.0 services have experienced a very strong growth in the last 4 years, and now account for a large part of the global internet audience. The development of these services comes with a deep transformation in Web uses which may prefigure the future of media in an ultrabroadband world. The...

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...

There has been significant recent interest in studying consumer behavior in sponsored search advertising (SSA). Researchers have typically used daily data from search engines containing measures such as average bid, average ad position, total impressions, clicks and cost for each keyword in the...

The nature of the effect of media advertising on brand choice is investigated in two product categories in analyses that combine household scanner panel data with media exposure information. Alternative model specifications are tested in which advertising is assumed to directly affect brand...

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...