marketing effectiveness of paid search advertising and social advertising, and the moderating role of product type in it are …' advertising strategies on online shopping platforms. Sellers should stimulate sales by strategically using integrated marketing …Purpose: Online integrated marketing is arousing extensive attention from industry and academia, whereas no uniform …

Measuring the causal effects of digital advertising remains challenging despite the availability of granular data …. Unobservable factors make exposure endogenous, and advertising's effect on outcomes tends to be small. In principle, these concerns … in the advertising industry enables observational methods to recover the causal effects of online advertising. Using data …

personalized messages. This approach is expected to increase the value of advertising for both users and marketers in terms of … limited, especially how online factors influence users’ perceptions and attitudes towards advertising on SNS’s. This paper … aims to examine the online factors that influence consumers’ perceptions and attitudes towards advertising on Facebook. A …

campaign in social media. The economics and statistics analysis were used to analyse the costs of social media marketing (SMM … which is not covered by traditional types of advertising. The dynamics of expenditures on social media marketing of global …The aim of the study was to determine the impact of brand social media marketing on the dynamics of the company's share …

Peer-To-Peer advertising is the newest trend in the age of online advertising. The Facebook gift phenomenon or … dynamics using the latest advertising mode. In this paper we develop a strategic interaction model and explain how the … structure of peer-to-peer link formations in social networking websites affect the advertising dynamics in electronic space. The …