The real-time monitoring and autonomous decision making through unmanned aerial vehicles (UAVs) are the potential applications of future networks. Vertical handover in networks is a mechanism to switch communication between different network access technologies like Wireless Local Area Network (WLAN), Worldwide Interoperability for Microwave Access (WiMAX), Third-Generation (3G), Fourth-Generat...

Advertising appeal plays a significant role in the execution of advertising. In service advertising, they are of more importance because of the peculiar characteristics of services. This study attempts to investigate the impact of emotional and rational appeal on service advertising. This study also studies the impact of typology of service as a moderating variable in the relation of advertisin...

This article explores the law and economics of brand bidding restraints which constitute most novel type vertical imposed by owners on their distributors in digital markets. The tests critically reflects restrictive approach European competition watchdogs have recently adopted towards these restraints. It contends that this harsh antitrust treatment is not sufficiently grounded economic analysi...

In this paper, we propose a game-theoretic solution to the problem of distributed resource allocation in emerging horizontal dynamic cloud federation (HDCF) platform. It differs from the existing vertical supply chain federation (VSCF) models in terms of establishing federation and dynamic pricing. We study two resource allocation games non cooperative and cooperative games to analyze interacti...

The purpose of this study is to design and explain the impact pattern of online advertising on actual purchasing (Case Study: Atieh Saba Holding). The study is qualitative based on the objective and data collection process. The population of the study were all marketing and sales experts at Atieh Saba Holding, and among these experts, 10 were selected as the sample. In this study, data were col...

As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spend by referring to online metrics such as click‐through rate (CTR) and cost per acquisition (CPA). However, these standard online advertising metrics are plagued with attribution problems and do not account for dynamics. These issues can easily lead firms to...

This paper considers a dynamic Stackelberg game model for manufacturer-led supply chain with risk aversion. Cooperative advertising strategy is applied to the marketing decisions of participants. Based on and system theory, complex dynamical behaviors are studied through use several methods, such as stability region system, bifurcation diagram, attractor largest Lyapunov exponent diagram. The e...