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 … company ran TV advertising in one region of the country while shutting off TV advertising for the remainder of the country …

Online marketplaces are increasingly adopting innovative business models such as using paid advertising as a major … revenue source. We explore the two popular advertising tools, sponsored search and social media endorsement, in attracting web … traffic given sellers' decisions on employing different advertising strategies. We find evidence that both sponsored search …

to reliably assess product quality. This paper evaluates the role of advertising in providing information to the platform …' advertising decisions predict the quality of new products, incorporating the advertising propensity of sellers into the search … consumers, in the short run. Our findings showcase a new channel by which advertising can potentially improve outcomes for …

digital advertising. Using a massive individual-level data set, our paper captures the effectiveness of display advertising … confounders. We empirically demonstrate that mere exposure to display advertising can increase users’ propensity to search for the … display advertising on increasing consumers’ propensity to make a purchase. Furthermore, we find that the advertising …