Existing studies offer myopic insights how intermediaries can reduce consumers perceived risk in order to make electronic marketplaces more successful. In contrast, the study here acknowledges the role of sellers in enabling these transaction platforms. The study focuses on how sellers may use...

We study consumer response towards sponsored search advertising and how to improve advertising performance on a large e-commerce platform. Our research design is based on a field experiment which randomizes the salience of ad disclosure to consumers, and a natural experiment which eradicates a...