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Online behavioral advertising : an integrative review

Varnali, Kaan - In: Journal of marketing communications 27 (2021) 1, pp. 93-114

Persistent link: https://www.econbiz.de/10012424760

The Differential Effects of New Privacy Protections on Publisher and Advertiser Profitability

Sharma, Priyanka - 2020

We model an asymmetric ad-network duopoly with heterogeneous publishers and advertisers to assess the effects of data and tracking restrictions on profits. Publishers and advertisers vary in their sizes and preferences towards the two ad networks, and networks differ in terms of the revenues...

Persistent link: https://www.econbiz.de/10012846094

The influence of consumer-brand relationship on the personalized advertising privacy calculus in social media

Hayes, Jameson L.; Brinson, Nancy H.; Bott, Gregory J.; … - In: Journal of interactive marketing : a quarterly … 55 (2021), pp. 16-30

Persistent link: https://www.econbiz.de/10013041306

Targeting and privacy in mobile advertising

Rafieian, Omid; Yoganarasimhan, Hema - In: Marketing science : the marketing journal of the … 40 (2021) 2, pp. 193-216

Persistent link: https://www.econbiz.de/10012504914

The effects of targeted political advertising on user privacy concerns and digital product acceptance : a preference-based approach

Baum, Katharina; Abramova, Olga; Meissner, Stefan; … - In: Electronic markets : EM ; the international journal of … 33 (2023) 1, pp. 1-17

Persistent link: https://www.econbiz.de/10014374901

The Effect of Deceptive Advertising on Consumption of the Advertised Good and its Substitutes : The Case of Over-the-Counter Weight Loss Products

Cawley, John - 2013

This paper is the first to estimate the impact of exposure to deceptive advertising on consumption of the advertised … advertising is rampant and products are generally ineffective with potentially serious side effects. We control for the targeting … exposure to deceptive advertising is associated with a lower probability that women, and a higher probability that men, consume …

Persistent link: https://www.econbiz.de/10013085070

Advertising Disclosures : Measuring Labeling Alternatives in Internet Search Engines

Edelman, Benjamin G.; Gilchrist, Duncan S. - 2015

In an online experiment, we measure users’ interactions with search engines, both in standard configurations and in modified versions with clearer labels identifying search engine advertisements. In particular, for a random subset of users, we change “Sponsored links” or “Ads” labels...

Persistent link: https://www.econbiz.de/10014044517

TV Advertising Effectiveness and Profitability : Generalizable Results from 288 Brands

Shapiro, Bradley; Hitsch, Günter J.; Tuchman, Anna - 2021

We estimate the distribution of television advertising elasticities and the distribution of the advertising return on … investment (ROI) for a large number of products in many categories. Our results reveal substantially smaller advertising … over-investment in advertising by most firms. While the overall ROI of the observed advertising schedule is only positive …

Persistent link: https://www.econbiz.de/10013247715

From Representation to Reception : Evaluating the Impact of Diversity in TV Advertising on Consumer Purchase Intention

Overgoor, Gijs; Yildirim, Gokhan; Bart, Yakov; Pauwels, Koen - 2023

While most managers today acknowledge the importance of featuring diverse racial identities in their marketing communications, empirical research that shows how improving such representation may affect consumer behavior is lacking. To fill this gap, we use face recognition and race...

Persistent link: https://www.econbiz.de/10014344361

Retail Advertising Effects and Spatial Competition : Evidence from Home Improvement Stores

Luo, Bowen; Ranjan, Bhoomija - 2023

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 …

Persistent link: https://www.econbiz.de/10014256607