the increasing penetration rate of mobile phone, with specific characteristics of this medium, such as almost everywhere with the audience, has attracted companies' attention to it as an advertising channel. mobile devices facilitate highly customized marketing communication in terms of person, time location and context so numbers of companies that use this medium for communicating with th...

Search advertising and display advertising are two major online advertising formats. Search advertising emphasizes ads’ click-through effect. Advertisers only pay when users click the link of their ads. Traditional display advertising emphasizes ads’ impression effect. Most display ads are charged based on the number of views on the ads. Considering that most online ads increase brand awareness...

Title of dissertation: ESSAYS ON PHARMACEUTICAL ADVERTISING Weijia Dai Doctor of Philosophy, 2015 Dissertation directed by: Professor Ginger Z. Jin Professor Andrew Sweeting Department of Economics The dissertation focuses on two distinctive issues in pharmaceutical advertising. One on the matching choices between advertisers and advertising agencies, and the other on the e ect of paid-link adv...

The aim of this research was to predict cooperative and competitive conflict management styles in 26 new start-up work teams (time 1), and after one year of functioning (time 2) in an automotive company. Vertical-horizontal, individualism-collectivism cultural patterns were used as predictive variables. It was predicted that goal interdependence would moderate the relationship between cultural ...

In paid search advertising on Internet, advertisers bid for specific keywords. Consumer involvement affects a consumer’s purchase intention. However, there has been no research on selecting keywords in paid search advertising depending on consumer involvement from the advertisers’ perspective. Our paper investigates the effects of several factors including impressions, click-through rate, conve...

Most web sites provide display advertising and contextual advertising services simultaneously, which are the main ad formats in Internet. With multimedia format, the pricing of display ads is generally based on the occurrence of ad impressions. However, targeting their customers more accurately, contextual ads are performance based advertisements and are charged only if one visitor clicks a cli...

Price data from comparison sites are easy to obtain from the internet, providing ample opportunities to analyze theories on price dispersion empirically. We propose a generalized analytical model that generates heterogenous mixed pricing strategies. Making seller service ratings public on comparison site leads to price di¤erence because of vertical product di¤erentiation. Furthermore, we show t...

An intensified relation between producers and consumers characterizes the on-line age. The essence of this relation is a two directional information flow running from B2C and C2B. This paper raises the question how the on-line based organization is affected by this relationship. It investigates organizational processes in a “best practice example” from the computer games industry and finds that...