Television (TV), the predominant advertising medium, is being transformed by the micro-targeting capabilities of set-top boxes (STBs). Accordingly, this paper uses a proprietary, household-level, single source data set to develop a second-by-second show and advertisement viewing model, using...

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...

Firms often advertise the maximum discount offered storewide, rather than a specific discount offered for a single product. However, it is unclear how such tensile discount claims of, for example, 'up to 70%' off, perform. On the one hand, promoting the maximum discount may help ads grab...

In the digital economy, influencing and controlling the spread of information is a key concern for firms. One way firms try to achieve this is to target firm communications to consumers who embrace and propagate the spread of new information on emerging and `trending' topics on social media....