generate tax revenue from the online advertising industry. Implementing DST on targeted ads increases their price and … potentially decreases their number, thus mitigating the processing of consumers’ data. Consequently, the online advertising … advertising industry in understanding the consequences of DST implementation and may help regulators select a tax rate …

This research aims to advance the literature by identifying the association between four advertising media vehicles … (Internet, press, outdoor, television) and contemporaneous sales. Previous research highlights the influence of advertising on … firm value but does not delve into the effects of advertising media vehicles. Employing primary data which details the …

This paper examines the impact of racial minority representation on advertising effectiveness. We do this by first … increases from 15% to 25%, the advertising elasticity increases from 0.037 to 0.042 (a relative increase of 14%). This effect is …

archetypes in advertising and assess them from a consumer engagement perspective. The study focused primarily on two main …

undertakes promotional expenditures, uch as advertising, to increase sales and to compete against other retailer(s). The … manufacturer supports the retailer’s promotional expenditure through a cooperative advertising program by reimbursing a portion …

The retail industry is one of the top spenders in advertising, and retailers are keen to design an effective ad … campaign targeting a relevant audience. We study how the effects of retail advertising on store traffic depend on customer … average customer. Our results demonstrate a rich and strong heterogeneity in retail advertising effects and imply a large gain …

In recent years there has been a significant increase in digital advertising through influencers being active on many … influencers. The factors that may affect customers' purchase decisions are seen in influencers' credibility and advertising … impact of advertising disclosure and source credibility on purchase intention. The terms ("Purchase intention") and …