Several brands are striving in their endeavors to find new ways to improve their consumer engagement through social media. They are using different tools including influencer marketing through social networking sites (SNSs). Therefore, this chapter addresses a gap in the academic literature as...

Why do some online video advertisements go viral while others remain unnoticed? What kind of video content keeps the viewer interested and motivated to share? Many companies have realized the need to innovate their marketing strategies and have embraced the newest ways of using technology, as...

Online advertising campaigns often consist of multiple ads, each with different creative content. We propose a model that evaluates the effectiveness of each creative in a campaign given the targeted individual’s ad impression history, as characterized by the timing and mix of previously seen...

Research on discrepancies between the actual self and ideal self has examined self-discrepancies in knowledge, skills and stature but age-based self-discrepancies have only recently received attention and so we studied this phenomenon in young adolescents. In three studies we identified a...

The Cannes Lions festival is one of the most important international indicators for professionals in the creative communications industry. Throughout the past few years there are a rising number of submissions and award winners coming from emerging and developing countries. This fact is...

Due to cluttering in advertisements, firms are unable to communicate effectively with potential customers forcing them to use the celebrity endorsement strategy. This paper aims to examine the effect of celebrity endorsement (i.e. attractiveness, credibility and product match-up), perceived...

Differential Privacy offers the online advertising industry new means to increase consumer privacy by obfuscating consumer data. While achieving the same privacy, these means decrease targeting accuracy differently, subsequently reducing advertisers’ willingness to pay (WTP) for targeted...

Hervorgehend aus der zentralen Bedeutung der Zielsetzung des Transfers von positiven Einstellungsmerkmalen auf die Sponsorenmarke widmet sich die Sponsoringstudie 2012 speziell den folgenden Fragestellungen: 1. Welche Potenziale bieten die Vereine ihren Sponsoren hinsichtlich eines positiven...

In today's highly competitive market, companies use celebrities in advertisements. Due to the development in the field of mass communications, as one of the oldest branding tools, celebrity endorsement will keep its effect. Turkish Airlines has confirmed with its own example that the celebrity...

Since time immemorial, subliminal advertisement has continued to haunt the society and especially after James Vicary's experiment at New Jersey, it reached a new height. Since then, there has been much argument about whether this can be an efficient technique of marketing communications. Decades...