The “Internet of Things” (IoT) is rapidly becoming one of the most popular emerging technologies in business and society. One of the major verticals that has recently begun to effectively utilize IoT technologies is the retail industry. Given the unprecedented opportunities IoT generates for...

Digital advertisers often harness technology-enabled advertising-scheduling strategies, such as ad repetition at the individual consumer level, in order to improve advertising effectiveness. However, such strategies might elicit annoyance in consumers, as indicated by anecdotal evidence such as...

Word-of-mouth (WOM) plays an increasingly important role in shaping consumers’ behavior and preferences as users’ opinions and choices are frequently shared in social media. In this paper, we examine whether latent personality traits of online users accentuate or attenuate the effectiveness...

The increasing availability of individual-level data has raised the standards for measurability and accountability in digital advertising. Using a massive individual-level data set, our paper captures the effectiveness of display advertising across a wide range of consumer behaviors. Two unique...

Digital advertising is on track to become the dominant form of advertising but ad-blocking technologies have recently emerged posing a potential threat to the online advertising ecosystem. A significant and increasing fraction of Internet users has indeed already started employing ad-blockers....