personalized messages. This approach is expected to increase the value of advertising for both users and marketers in terms of … limited, especially how online factors influence users’ perceptions and attitudes towards advertising on SNS’s. This paper … aims to examine the online factors that influence consumers’ perceptions and attitudes towards advertising on Facebook. A …

less targeted advertising strategy due to its enhanced incentive to exploit a stronger recommendation effect. Even if the … raise its price instead of exploiting its recommendation effect. Thus, it leads to more targeted advertising and lower …

advertising help answer this question? We present results from a large field experiment on Facebook and Instagram that documents … variance in advertisers' ability to generate returns to advertising. We focus on campaigns aimed at boosting sales and tie … advertising expenses to revenues for each advertiser. We find that spending on advertising led to significant increases in …

We examine how political corruption affects advertising spending. According to agency theory, managers of firms have a … cash for bribery. However, when it comes to advertising spending, based on a two stage least square estimation method, we … find firms whose headquarters are in more corrupt states invest less in advertising than their peers whose headquarters are …

article examines the impact of advertising on the demand for nonalcoholic beverages in the United States. We employed an AIDS … (almost ideal demand system) model of five jointly estimated equations that included advertising expenditures as explanatory … variables to evaluate annual U.S. consumption of nonalcoholic beverages for 1974 through 2005. Results suggest that advertising …

Frequent new product introductions and short product lifecycles lead to unusually high levels of advertising in the … picture (“post-release advertising”). We estimate an instrumental-variables, lagged effects model using a novel dataset … constructed to obviate simultaneity concerns and temporal aggregation biases. We find that post-release movie advertising exhibits …

We model the idea that when consumers search for products, they first visit the firm whose advertising is more salient …. The gains a firm derives from being visited early increase in search costs, so equilibrium advertising increases as search … heterogeneity in advertising costs. Firms whose advertising is more salient and therefore raise attention more easily charge lower …

digital advertising. Using a massive individual-level data set, our paper captures the effectiveness of display advertising … confounders. We empirically demonstrate that mere exposure to display advertising can increase users’ propensity to search for the … display advertising on increasing consumers’ propensity to make a purchase. Furthermore, we find that the advertising …

2016, following a decade of trademark litigation in connection with its competitors’ Internet search advertising practices … advertising, explores the trademark litigation of 1-800, details the FTC’s recent enforcement action against the e-retailer, and …

competition on dealer and manufacturer advertising. I find that greater intra-brand dealer competition is associated with lower … dealer advertising and greater local advertising by manufacturers. The results are evidence that manufacturers can encourage …