Online advertising is market communication over the internet. This form of advertising has proven its importance in the golden digital age. In this work, we approach the business problem of improving the effectiveness of ad campaigns and targeting a wider range of online audience via discovering the intrinsic structures of the websites. We introduce a stochastic blockmodeling framework for disc...

Advertising is not only as a tool to increase company sales. Fast development of mass communication tools and added new mediums to advertising media have been introduced the advertising as a key element in the success or failure of a company. Due to the intense competition between companies and the fast growth of markets and changes in consumer behavior, advertising is taken into consideration ...

Blog advertising, which refers to the paid sponsorship of bloggers to review, promote, or sell products in their blog writing, is becoming prevalent. This paper investigates the impact of three critical factors on blog advertising effectiveness: communicator expertise, advertising intent, and product involvement. An experiment with a 2×2×2 factorial design was used to test their interaction eff...

In this paper, the authors broadly investigate Hispanic consumer attitudes and their sociological behaviors toward online advertising. The study documents the correlation between Hispanic attitudes, behaviors, and three types of online advertising that have an effect on cultural distinctions. Additionally, the study compares the group’s attitudes toward TV advertising vis-à-vis the three types ...

Multi-Product Competition and Informative Advertising In several product categories, such as cereals, ice cream, and detergents, competing firms market a variety of products to meet the needs of their diverse consumers. Furthermore, these firms inform consumers about their products using advertising. In this paper, we propose a novel framework for studying multi-product competition and informat...

This paper develops a tractable theoretical framework for analyzing the substitutability between different advertising media, the extent of marketing spillovers in the market, the allocative efficiency of advertising spending, and the sources of total advertising productivity and sales growth. Maintaining the separability assumption between sales and production technology, the proposed methodol...

This study focuses on permission-based mobile advertising (m-advertising) and its specific features that make it different form other forms of advertising. However, as m-advertising is a novel approach, advertisers or advertising agencies do not know how to use it’s full potential. Therefore, the paper explores retailers’ use of mobile advertising in Finland and discusses the features of mobile...

This study investigated the impact of Bluetooth Low Energy devices in advertising/beaconing mode on fingerprint-based indoor positioning schemes. Early experimentation demonstrated that the low bandwidth of BLE signals compared to WiFi is the cause of significant measurement error when coupled with the use of three BLE advertising channels. The physics underlying this behaviour is verified in s...

In the increasingly important market of online search advertising, a multitude of parameters affect the performance of advertising campaigns and their ability to attract users’ attention enough to produce clicks. Thus far, the majority of the relevant literature assumed an advertisement’s probability of receiving a click to be dependent on the advertisement’s quality and its position in the spo...