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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
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
Online behavioral advertising, on websites and in online applications, requires companies to make intricate trade-offs between promises of increased revenue and potential risks for alienation of consumers. To guide companies in making such trade-offs, we answer the research question: How do...
Persistent link: https://www.econbiz.de/10012870315
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...
Persistent link: https://www.econbiz.de/10014028663
We study consumer response towards sponsored search advertising and how to improve advertising performance on a large e-commerce platform. Our research design is based on a field experiment which randomizes the salience of ad disclosure to consumers, and a natural experiment which eradicates a...
Persistent link: https://www.econbiz.de/10013342873
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