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...

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...

One of the most substantive developments in the delivery of marketing activities in recent years has undoubtedly been the emergence and growth of Internet shopping. This relatively new form of communication has revolutionised the buying and selling of products and services, enabling customers to...

This study aims to identify and analyze, 1. Effect of Welfare Benefits, 2. Effect of Work Experience, 3. Effect of Employee Salaries, 4. Against Employee Performance. Effect of welfare benefits, work experience, and employee salaries on employee performance. The purpose of this study is to...

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...

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...

A significant number of online ads served by publishers are actually never seen by Internet users. This results in ineffective branding campaigns and a considerable waste of money for advertisers. In reaction, more and more advertisers use technologies to measure the viewability of advertising...