This study examines the influence of social advertising on the buying behaviour of Malaysian consumers along with the moderating role of gender and education. We use our own Primary data that were collected through questionnaire-based survey from the shoppers at various shopping malls of fashion...

As the market is playing an increasingly important role in the Chinese economy, we ask which value the Chinese people will support, what effect the endorsed value (i.e., achievement) will have on consumers' social system confidence, and how brand symbolism can function in adapting to the social...

Yahoo! Research partnered with a nationwide retailer to study the effects of online display advertising on both online and in-store purchases. We use a randomized field experiment on 3 million Yahoo! users who are also past customers of the retailer. We find statistically significant evidence...

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...

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...

Visual search is a task that is performed in various application areas. Search can be aided by an automatic warning system, which highlights the sections that may contain targets and require the user's attention. The effect of imperfect automatic warnings on overall performance ultimately...

We conduct an experiment where subjects read online news articles and are shown ads for brands next to those articles. Using eye-tracking technology, we measure the attention that each individual devotes to each article and ad. Then, respondents choose between cash or vouchers for the brands...

Internet users often surf to multiple websites in order to accomplish a single task. When this happens, do these different sites face the right incentives when choosing their advertising policies? We build a model showing that websites face an interesting tradeoff: on the one hand, they are...

In an online experiment, we measure users’ interactions with search engines, both in standard configurations and in modified versions with clearer labels identifying search engine advertisements. In particular, for a random subset of users, we change “Sponsored links” or “Ads” labels...

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...