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

Display advertising normally charges advertisers for every single ad impression. Specifically, if an ad in a webpage has been loaded in the browser, an ad impression is counted. However, due to the position and size of the ad slot, lots of…

We consider a novel pricing and advertising framework, where a seller not only sets product price but also designs flexible 'advertising schemes' to influence customers' valuation of the product. We impose no structural restriction on the…

Writing an ad text that attracts people and persuades them to click or act is essential for the success of search engine advertising. Therefore, ad creators must consider various aspects of advertising appeals (A$^3$) such as the price,…

Organic updates (from a member's network) and sponsored updates (or ads, from advertisers) together form the newsfeed on LinkedIn. The newsfeed, the default homepage for members, attracts them to engage, brings them value and helps LinkedIn…

As AI-driven agents become increasingly integrated into the digital ecosystem, they reshape how online advertising is perceived and processed. Particularly in the travel and hotel booking sector, these autonomous systems influence the…

An average adult is exposed to hundreds of digital advertisements daily (https://www.mediadynamicsinc.com/uploads/files/PR092214-Note-only-150-Ads-2mk.pdf), making the digital advertisement industry a classic example of a big-data-driven…

A reader browsing through an online article is highly likely to encounter an advertorial, often without realizing it. Advertorials represent a relatively new marketing strategy where advertisements are deliberately designed to resemble the…

We consider the problem of personalization of online services from the viewpoint of ad targeting, where we seek to find the best ad categories to be shown to each user, resulting in improved user experience and increased advertisers'…

This thesis can be categorized under the Influencer Marketing industry with respect to social media initiatives. Influencer marketing is a modern tactic used by brands to enhance their visibility to their target audience by using the…

A large share of all online display advertisements (ads) are never seen by a human. For instance, an ad could appear below the page fold, where a user never scrolls. Yet, an ad is essentially ineffective if it is not at least somewhat…

During the summer of 2018, Facebook, Google, and Twitter created policies and implemented transparent archives that include U.S. political advertisements which ran on their platforms. Through our analysis of over 1.3 million ads with…

As a mainstream marketing channel on the Internet, Search Engine Advertising (SEA) has a huge business impact and attracts a plethora of attention from both academia and industry. One important goal of advertising is to increase sales.…

Causally identifying the effect of digital advertising is challenging, because experimentation is expensive, and observational data lacks random variation. This paper identifies a pervasive source of naturally occurring, quasi-experimental…

This study explores the role of external audiences in determining the importance of family firm brands and the relationship with firm performance. Drawing on text mining and social network analysis techniques, and considering the brand…

The quality of user experience online is affected by the relevance and placement of advertisements. We propose a new system for selecting and displaying visual advertisements in image search result sets. Our method compares the visual…

How does targeted advertising influence electoral outcomes? This paper presents a one-dimensional spatial model of voting in which a privately informed challenger persuades voters to support him over the status quo. I show that targeted…

While there is ample evidence that social and communication networks play a key role during the spread of new ideas, products, or services, network effects are expected to have diminished influence in the stationary state, when all users…

With the proliferation of social activism online, brands face heightened pressure from consumers to publicly address these issues. Yet, the optimal brand response strategy (i.e., whether and how to respond) in these contexts remains…

This paper offers a domain-mediated comparative review of 251 studies on public attitudes toward AI, published between 2011 and 2025. Drawing on a systematic literature review, we analyse how different factors including perceived benefits…

Advertisements are unavoidable in modern society. Times Square is notorious for its incessant display of advertisements. Its popularity is worldwide and smaller cities possess miniature versions of the display, such as Pittsburgh and its…