Related papers: Sponsorship Disclosure in Native Advertising: A Th…
Guided by the Persuasion Knowledge Model and the Attribution Theory, this study investigates the perceived source expertise-product attribute congruence and sponsorship disclosure as pertinent factors affecting the communicative…
We propose an incentive mechanism for the sponsored content provider market in which the communication of users can be represented by a graph and the private information of the users is assumed to have a continuous distribution function.…
This study aims to examine the impact of electronic word-of-mouth (eWoM) marketing on branding attitudes in social networks. Specifically, we investigate the effects of eWoM activities on brand awareness, brand destruction, branding, brand…
We study the optimal referral strategy of a seller and its relationship with the type of communication channels among consumers. The seller faces a partially uninformed population of consumers, interconnected through a directed social…
Advertisements (ads) are an innate part of search engine business models. Advertisers are willing to pay search engines to promote their content to a prominent position in the search result page (SERP). This raises concerns about the search…
Online advertising has been the major monetization approach for Internet companies. Advertisers invest budgets to bid for real-time impressions to gain direct and indirect returns. Existing works have been concentrating on optimizing direct…
Purpose: We model group advertising decisions, which are the collective decisions of every single advertiser within the set of advertisers who are competing in the same auction or vertical industry, and examine resulting market outcomes,…
As Large Language Models (LLMs) become a primary interface between users and the web, companies face growing economic incentives to embed commercial influence into AI-mediated conversations. We present two preregistered experiments (N =…
While disclosures relating to various forms of Internet advertising are well established and follow specific formats, endorsement marketing disclosures are often open-ended in nature and written by individual publishers. Because such…
Advancements in service sector and growing online platforms are intensifying the information exchange between customers through (electronic) word-of-mouth (WoM). The information obtained by WoM has shown to be a dominant factor in…
This research investigates the antecedents of positive and negative electronic word-of-mouth (eWOM) propensity, as well as the impact of eWOM propensity on the intention to repurchase the product. Two types of eWOM predictors were…
Electronic word-of-mouth (eWOM) is a prominent source of information that significantly influences consumer purchase decisions. Recent literature has extensively explored the impact of eWOM on consumers-generated reviews and purchase…
Online advertisements that masquerade as non-advertising content pose numerous risks to users. Such hidden advertisements appear on social media platforms when content creators or "influencers" endorse products and brands in their content.…
Sponsored search is an indispensable business model and a major revenue contributor of almost all the search engines. From the advertisers' side, participating in ranking the search results by paying for the sponsored search advertisement…
Interleaving sponsored results (advertisements) amongst organic results on search engine result pages (SERP) has become a common practice across multiple digital platforms. Advertisements have catered to consumer satisfaction and fostered…
Problem definition: Corporate brands, grassroots activists, and ordinary citizens all routinely employ Word-of-mouth (WoM) diffusion to promote products and instigate social change. Our work models the formation and spread of negative…
In traditional models for word-of-mouth recommendations and viral marketing, the objective function has generally been based on reaching as many people as possible. However, a number of studies have shown that the indiscriminate spread of a…
This paper investigates the impact of confirmation bias on competitive information spread in the cyber-social network that comprises individuals in a social network and competitive information sources in cyber layer. We formulate the…
Sponsored search mechanisms have drawn much attention from both academic community and industry in recent years since the seminal papers of [13] and [14]. However, most of the existing literature concentrates on the mechanism design and…
Advertisers are increasingly monitoring people's online behavior and using the information collected to show people individually targeted advertisements. This phenomenon is called online behavioral advertising (OBA). Although advertisers…