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Persistent link: https://www.econbiz.de/10002749852
Zur Relevanz des Aufbaus einer Marke Fußballprofi -- Begriffsdefinitionen und theoretische Grundlagen zur Marke Fußballer -- Konzeptualisierung eines Untersuchungsmodells zur Erklärung der Einstellungsbildung zum Fußballspieler -- Empirische Studie zur Überprüfung des Modells zur...
Persistent link: https://www.econbiz.de/10014014564
Persistent link: https://www.econbiz.de/10003627795
Traditional advertising, such as TV and print advertising, primarily builds awareness of a firm's product among consumers. On the other hand, sponsored search advertising can target consumers in a later stage of the purchase process because they self-identify themselves by searching for a...
Persistent link: https://www.econbiz.de/10013106898
This paper provides a comprehensive study of the structure and dynamics of online advertising markets, mostly based on techniques from the emergent discipline of complex systems analysis. First, we look at how the display rank of a URL link influences its click frequency, for both sponsored...
Persistent link: https://www.econbiz.de/10013071008
The paper is based on information which is a combination of store advertisement and consumers' path inside the store along with product information. With this information , the authors find how advertisement affects the behavior of consumers when making the decision. The findings suggest that...
Persistent link: https://www.econbiz.de/10012844888
Sponsored content advertising, also known as native advertising, is a new ad format in which a brand’s content takes the same form and qualities of the publisher's original content. While many advertisers have largely embraced this new advertising format, consumers seem to react negatively...
Persistent link: https://www.econbiz.de/10013240691
The paper is based on information which is a combination of store advertisement and consumers' path inside the store along with product information. With this information, the authors find how advertisement affects the behavior of consumers when making the decision. The findings suggest that...
Persistent link: https://www.econbiz.de/10012845955
Click fraud is the practice of deceptively clicking on search ads with the intention of either increasing third-party website revenues or exhausting an advertiser's budget. Search advertisers are forced to trust that search engines do everything possible to detect and prevent click fraud even...
Persistent link: https://www.econbiz.de/10014047914
As paid search becomes the mainstream platform for online advertising today, competition further intensifies. The main objective of this research is two-fold. On the one hand, we want to understand, in the context of paid-search advertising, the effects of competition (measured by number of ads...
Persistent link: https://www.econbiz.de/10014038711