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The Digital Services Tax : A Conceptual Defense
Cui, Wei - 2020
Since 2018, the UK government, the European Commission, and several European national governments have advanced bold proposals for a new “digital services tax” (DST), with the aim of capturing profits earned by multinationals that reflect value contributed by users of digital platforms. I...
Persistent link: https://www.econbiz.de/10012851050
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The Digital Services Tax as a tax on location-specific rent
Cui, Wei; Hashimzade, Nigar - 2019
), to be levied on the revenue of large digital platforms from advertising, online intermediation, and/or the transmission …
Persistent link: https://www.econbiz.de/10012031145
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The impact of brand social media marketing on the dynamics of the company's share value
Fayvishenko, Diana; Cherniavska, Liudmyla; Bondarenko, Iryna - In: Verslas : teorija ir praktika : Vilniaus Gedimino … 24 (2023) 1, pp. 24-32
value. Methods of analysis and synthesis were used to determine the features of the implementation of the brand advertising … links between the implementation of the advertising campaign and the overall performance of companies. The essence and … which is not covered by traditional types of advertising. The dynamics of expenditures on social media marketing of global …
Persistent link: https://www.econbiz.de/10014371857
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Differences between Instagram and Facebook sponsored posts for small hospitality businesses
Tanković, Ana Čuić; Prodan, Marina Perišić; … - In: Proceedings of the ENTRENOVA - ENTerprise REsearch … 8 (2022) 1, pp. 287-298
communication between buyers and sellers. Advertising on social networks is relatively low, which is attractive to businesses …
Persistent link: https://www.econbiz.de/10014308323
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Skippable Ads : Interactive Advertising on Digital Media Platforms
Dukes, Anthony J. - 2020
information from the advertiser and embed it in a two-sided market setting with an advertising market. Our results show that …
Persistent link: https://www.econbiz.de/10012852408
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A Comparison of Approaches to Advertising Measurement : Evidence from Big Field Experiments at Facebook
Gordon, Brett R. - 2018
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 …
Persistent link: https://www.econbiz.de/10012932910
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Determinants and Effects of Self-profiling on People’s Engagement with Native Advertising in Social Media : a Self-disclosure Perspective
Yang, Yanwu; Zhang, Jun; Gao, Ting - 2021
The effect of self-profiling on advertising responses remains unexplored. This research proposes a conceptual model … examining the path from self-profiling (i.e., nickname and avatar) and its antecedents to advertising engagement from the … authenticity self-profiling of avatar is a crucial determinant of advertising engagement, whereas nickname is not. Moreover, social …
Persistent link: https://www.econbiz.de/10013233065
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Politics in the Facebook era evidence from the 2016 US presidential elections
Liberini, Federica; Redoano, Michela; Russo, Antonio; … - 2020
unprecedented precision. We assess the effects of such political micro-targeting by exploiting daily advertising prices on Facebook …
Persistent link: https://www.econbiz.de/10012206082
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Testimonial Advertising on Social Networks to Existing Customers and New Customers
Tucker, Catherine E. - 2017
testimonial will increase social media advertising effectiveness. This paper uses data from field experiments conducted by two …
Persistent link: https://www.econbiz.de/10012950458
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Advertising in Social Networks
Pustylnick, Igor - 2014
The advertising efforts in social networks grow every year. Since their appearance in the late 1990s Social Network Web … possibilities of advertising in each of these groups as well as the disadvantages of using the sites of the particular group for the … advertising purposes …
Persistent link: https://www.econbiz.de/10014174645