We measure the effects of pre- and post-release blog volume, blog valence and advertising on the performance of 75 … driving across-market differences. Release day performance is impacted most by pre-release blog volume and advertising …, whereas post-release performance is influenced by post-release blog valence and advertising. Across markets, there is more …

It is widely assumed that firms experiment with their online advertising to identify more profitable approaches to then … increase their investment in more profitable advertising, increasing their overall performance. Generalizable evidence on the … are gleaned from firms' marketing and experimentation practices on a large online advertising platform and indicate that …

technologies to measure the viewability of advertising campaigns on publisher websites. This paper discusses how the adoption of … such technologies could impact the economics of online advertising …

New advertising media are emerging at a rapid rate and along with this we are witnessing a shift in advertising away … from traditional media into newer ones such as search advertising and social media. Academic and practitioner research has … examined characteristics of these new media such as LinkedIn, Twitter, Facebook and their effectiveness on consumer behavior …

This paper discusses the process and challenges of developing and executing a digital advertising campaign. It delves … advertising, banner displays and search engine optimization (SEO) in the overall digital advertising campaign. The discussion … elaborates the justification for shifting from traditional advertising media to digital advertising, the imperatives of …

Endorser, Social Media, Advertising, Content and brand Awareness Against Youtube Buy Consumer Interests. The purpose of this … study is to acquire knowledge and test theories about Celebrity Endorser, Social Media, Advertising, YouTube Content and …