We develop an advertising strategy for durable goods firms applying a dual time-period model while considering three …-stage game in a Cournot competition. We assume that firms employ two advertising approaches; one is online advertising, which … escalates consumers' willingness to purchase goods and the other is conventional mass media advertising, including television …

Does advertising revenue increase or diminish content differentiation in media markets? This paper shows that an … causal effect of advertising on the YouTubers' content choice. The analysis of around one million YouTube videos shows that … advertising leads to a twenty percentage point reduction in the YouTubers' probability to duplicate popular content, i.e., content …