相关论文: Advertising and Brand Attitudes: Evidence from 575…

The aim of this paper is to examine how consumer perceptions of social media advertisements affect advertising value and brand awareness. With a rapid increase in the number of social media users over the last ten years, a new advertising…

Online advertisements have become one of today's most widely used tools for enhancing businesses partly because of their compatibility with A/B testing. A/B testing allows sellers to find effective advertisement strategies such as ad…

Firms in the U.S. spend over 200 billion dollars each year advertising their products to consumers, around one percent of the country's gross domestic product. It is of great interest to understand how that aggregate expenditure affects…

We present the results of a study designed to measure the impact of interruptive advertising on consumers willingness to pay for products bearing the advertiser's brand. Subjects participating in a controlled experiment were exposed to ads…

Display advertising has been a significant source of revenue for publishers and ad networks in online advertising ecosystem. One of the main goals in display advertising is to maximize user response rate for advertising campaigns, such as…

Social media platforms are popular venues for fashion brand marketing and advertising. With the introduction of native advertising, users don't have to endure banner ads that hold very little saliency and are unattractive. Using images and…

In an effort to combat ad annoyance in mobile apps, publishers have introduced a new ad format called "Incentivized Advertising" or "Rewarded Advertising", whereby users receive rewards in exchange for watching ads. There is much debate in…

Interactive advertising which characterized by interactivity has become the mainstream of advertising by gradually replacing traditional one-way advertising during the new media era. This paper has obeyed the research outline below,…

Americans spend about a third of their time online, with many participating in online conversations on social and political issues. We hypothesize that social media arguments on such issues may be more engaging and persuasive than…

Practical news feed platforms generate a hybrid list of news articles and advertising items (e.g., products, services, or information) and many platforms optimize the position of news articles and advertisements independently. However, they…

Advertisements (ads) often include strongly emotional content to leave a lasting impression on the viewer. This work (i) compiles an affective ad dataset capable of evoking coherent emotions across users, as determined from the affective…

Consumers are exposed to advertisements across many different domains on the internet, such as fashion, beauty, car, food, and others. On the other hand, fashion represents second highest e-commerce shopping category. Does consumer digital…

Emotion evoked by an advertisement plays a key role in influencing brand recall and eventual consumer choices. Automatic ad affect recognition has several useful applications. However, the use of content-based feature representations does…

Advertising images significantly impact commercial conversion rates and brand equity, yet current evaluation methods rely on subjective judgments, lacking scalability, standardized criteria, and interpretability. To address these…

Since its introduction, television has been the main channel of investment for advertisements in order to influence customers purchase behavior. Many have attributed the mere exposure effect as the source of influence in purchase intention…

Consumer behavior under social influence is a well-known phenomenon and computer scientists and economists are prevalently trying to analyze the dynamics behind decision making during the consumption process through agent-based modeling…

A consumer-dependent (business-to-consumer) organization tends to present itself as possessing a set of human qualities, which is termed as the brand personality of the company. The perception is impressed upon the consumer through the…

Online advertisements are important elements in e-commerce sites, social media platforms, and search engines. With the increasing popularity of mobile browsing, many online ads are displayed with visual information in the form of a cover…

A randomized experiment with almost 35 million Pandora listeners enables us to measure the sensitivity of consumers to advertising, an important topic of study in the era of ad-supported digital content provision. The experiment randomized…

The process of consumer decision-making is multidimensional, and price perception is a very important but still not well-understood dimension for both marketers and consumers. Although heuristics or mental shortcuts are seen as biased and…