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 …

In recent years there has been a significant increase in digital advertising through influencers being active on many … influencers. The factors that may affect customers' purchase decisions are seen in influencers' credibility and advertising … impact of advertising disclosure and source credibility on purchase intention. The terms ("Purchase intention") and …

Peer-To-Peer advertising is the newest trend in the age of online advertising. The Facebook gift phenomenon or … dynamics using the latest advertising mode. In this paper we develop a strategic interaction model and explain how the … structure of peer-to-peer link formations in social networking websites affect the advertising dynamics in electronic space. The …

The relationship between advertising effectiveness and behavioural intentions is assessed when involvement with the … product is introduced as a direct covariant effect, rather than as a moderator. Advertising effectiveness is assessed through … attitude towards the ad and advertising cognition. Advertising media type combined with age is tested as a moderating variable …

Research into the influence of model ethnicity on advertising effectiveness usually compares a dominant or mainstream … for the advertising industry …

The advent of online advertising has simultaneously created unprecedented opportunities for advertisers to target …

This paper shows how a firm can use non-targeted advertising to exploit consumers' desire for social status. A … monopolist sells multiple varieties of a good to consumers who each care about what others believe about his wealth. Advertising …

We study the relation between ad networks, consumer privacy and the online advertising market. We consider two …). We show that tracking may increase or decrease the provision of ads, depending on its effect on expected advertising …