Social media has phenomenally changed the communication landscape. Particularly social network sites have received enormous popularity and user acceptance globally. The business model of many social network sites is based on advertising. The survival of these social network sites depends on the user acceptance of advertising appearing on these websites. Users usually accept the advertising whic...

W investigate differences in the dynamics of marketing decisions across geographic markets empirically. We begin with a linear-quadratic game involving forward-looking firms competing on prices and advertising. Based on the corresponding Markov perfect equilibrium, we propose estimable econometric equations for demand and marketing policy. Our model allows us to measure empirically the strategi...

In online advertising campaigns, to measure purchase propensity, click-through rate (CTR), defined as a ratio of number of clicks to number of impressions, is one of the most informative metrics used in business activities such as performance evaluation and budget planning. No matter what channel an ad goes through (display ads, sponsored search or contextual advertising), CTR estimation for ra...

Online behavioural targeting is one of the most popular business strategies on the display advertising today. It is based primarily on analysing web user behavioural data with the usage of machine learning techniques with the aim to optimise web advertising. Being able to identify “unknown” and “first time seen” customers is of high importance in online advertising since a successful guess coul...

We use high frequency data on TV and radio advertising together with online sales data for lottery tickets to measure the short run effects of advertising. Advertisements remind consumers to buy a ticket. We find the effects of advertising to be strong and to last up to about 4 hours. They are the bigger the less time there is until the draw. Based on these findings, we point out a tradeoff the...

The evolution of mobile devices arising from the explosive dissemination of Smart phones is widely changing life as we know it. In particular, mobile advertising is facing great changes in dealing with Smart devices. However, the basic outline of mobile advertising still mostly resembles advertising strategies centered on feature phones. Despite the fact that Smart device-based mobile advertisi...

Firms use massive amounts of personal data to decide which advertisements to show to an individual, raising concerns of fairness and algorithmic bias. Previous work has proposed techniques to make machine learning more fair through awareness of the protected attributes of user data. However, these studies have either focused on specific tasks, been primarily theoretical, or have ignored the hig...

Background. Nowadays, One of the factors affecting the social network advertising is the numbers or frequencies of sending an advertisement.  Objectives. the objective of this study was to investigate the role of the Target Audience Rating Point factor in social network advertising in brand awareness and purchase intention of sport brands. Methods. This quasi-experimental study was conducted ...

Extensive and repeated testing of a wide variety of alternative reasonable hypotheses is necessary in order to increase knowledge about complex phenomena such as advertising. While non-experimental evidence is useful for less complex issues, laboratory and field experiments, as well as quasi-experimental studies, are needed to obtain useful knowledge about complex ones. Fortunately, much useful...