Article about influence of e-commerce on transformation of the theory and practice of marketing. The author considers Internet-marketing as the independent form of marketing formed under the general laws in new institutional conditions.

In contemporary development “Internet” is a leading advertising source. Marketing avenues from traditional media are deteriorating and online marketing earnings are growing persistently. With online advertising, behavioural targeting is emerging as a prominent trend which is expected to account for major advertising revenues; as it permits websites to discriminate advertisements according to co...

One of the most important means of communication today is social networking. This study was designed to provide insights into how purchase intention influenced by consumers attitude toward online advertising and brand recognition on social networking site. A survey was conducted with facebook’s users to asses attitude toward online advertising on social networking sites, brand recognition, and ...

Notation Definition and Comments i Index for advertisers j Index for users n Number of advertisers pi Probability that advertiser i’s most targeted user clicks on his advertisement xij Distance between advertiser i and user j along the circle γ Decay factor, which also measures the heterogeneity of users’ preferences qij Decay in the probability that user j clicks on advertiser i vi Unit value ...

Approach and avoidance are two major types of behavioral responses when consumers encounter interferences caused by online advertising. This paper argues that approach-avoidance is not the only dimension from which researchers can examine behavioral responses toward online advertising. The inclusion of the active-passive behaviors dimension enriches the understanding of consumers’ coping strate...

The existing marketing literature suggests that persuasive advertising elicits counteractions from competing manufacturers and consequently leads to wasteful cancellation of the advertising effects. Thus, persuasive advertising is widely perceived to be combative in nature. A series of papers by Shaffer and Zettelmeyer (2002, 2004a,b) demonstrate that appropriate targeting may partially mitigat...

This paper examines the change in expectation among a group of small Australian firms who participate in Small Business Internet Commerce (SBIC) over a twenty-month period. Essentially, we found that small firms online believed the Internet is important in terms of competitiveness, although some of the early expectations about SBIC’s ability to generate instant competitive advantage had started...

O nline advertising has transformed the advertising industry with its measurability and accountability. Online software and services supported by online advertising is becoming a reality as evidenced by the success of Google and its initiatives. Therefore, the choice of a pricing model for advertising becomes a critical issue for these firms. We present a formal model of pricing models in onlin...

This technical report describes an architecture and protocols for personalized online advertising system called Privad that is far more private than current systems exemplified by Google and Facebook. This report also provides an analysis of the privacy characteristics of Privad.