Social advertising uses information about consumers' peers, including peer affiliations with a brand, product … advertised entity. In the first experiment, we randomize the number of social cues present in word-of-mouth advertising, and …

Traditional advertising, such as TV and print advertising, primarily builds awareness of a firm's product among … consumers. On the other hand, sponsored search advertising can target consumers in a later stage of the purchase process because … who are closer to making a purchase induces competitors to "poach" these consumers by directly advertising on the firm …

This paper provides a comprehensive study of the structure and dynamics of online advertising markets, mostly based on …

effect is determined, and one standard deviation in advertising has an impact on store traffic by 1.2%. But the impact at a …

. The purchase and brand loyalty FMCG products with their advertising endorser in television.Methodology/Technique – This …

Television (TV), the predominant advertising medium, is being transformed by the micro-targeting capabilities of set …-by-second show and advertisement viewing model, using this approach to forecast consumers' exposure to advertising and the downstream … consequences for sales.We find that micro-targeting can lower advertising costs and raise incremental profit. Further, these …

Advertising on e-commerce marketplaces, wherein sponsored product listings are interleaved with organic product …

to the different schemas that consumers use in ad processing. Consumers can relate advertising to expectations about ads … are congruent with the brand schema. Brand beliefs and categorization change as a result of incongruent advertising …