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"Online advertising"
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#Share : building social word of mouth
Social word of mouth (sWOM) has incredible reach with the potential to influence over 4.6 billion active social media consumers. The purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalise its growing power.
Book
Data-driven digital advertising: benefits and risks of online behavioral advertising
PurposeThe research aims to investigate how individuals can be persuaded to make purchases through repeated and personalized messages. Specifically, the study proposes a framework of the potential benefits and risks of the online behavioral and data-driven digital advertising (OBA), which can help researchers and practitioners to better understand shopping behavior in the online retailing setting. In addition, the research focuses on the role of privacy concerns in affecting avoidance or adoption of OBA.Design/methodology/approachThe authors apply a structural equation modeling (SEM) approach with partial least square (PLS) regression method to test the research hypotheses through data coming from a structured questionnaire.FindingsOBA is a controversial type of advertising that activates opposing reactions on consumers' perspective. Specifically, acceptance of the OBA is positively related to relevance, usefulness and credibility of the personalized advertisements, while the intention to avoid personalized ads is strictly related to the privacy concerns. Consequently, OBA acceptance and avoidance affected the click intention on the ad and the behavioral intention that are decisive for the success of data-driven digital advertising.Originality/valuePrior research came up with complex theoretical frameworks that explain antecedents of OBA focusing only on ethical issues in marketing, on the effectiveness of a single OBA campaign or on how to create a successful advertising campaign. However, no study focuses on the intended or actual behavior of shoppers. Specifically, filling the gap in the existing literature, our research applies an SEM approach to identify both benefits and risks and the antecedents of the actual behavior of individuals in terms of actual purchases promoted by OBA.
Journal Article
Social networking : big business on your computer
The book examines how social networking sites, such as Facebook, Twitter, and Google+, have become such a powerful presence and the impact they have had on our culture. Readers also learn why online privacy has become one of the most controversial issues.
Book
Online Ad Auctions
The ad auctions used by major search engines all have a similar structure. Advertisers enter ad text, keywords, and bids into the system. When a user sends a query to the search engine, the system finds a set of ads with keywords that match the query and determines which ads to show and where to show them. When the search results and ads are displayed, the user may click on an ad for further information. In this case, the advertiser pays the search engine an amount determined by the bids of the other competing advertisers. The expected revenue received by the search engine is the price per click the expected number of clicks. The search engine would like to sell the most prominent positions to those ads that have the highest expected revenue. To accomplish this, the ads are ranked by bid times expected clickthrough rates, and those ads with the highest revenue are shown in the most prominent positions. Search engines may also consider various measures of \"ad quality\" in their choice of which ads to display.
Journal Article
Influencer : building your personal brand in the age of social media
Every one of your favorite influencers started with zero followers and had to make a lot of mistakes to get where they are today--earning more money each year than their parents made in the last decade. But to become a top creator, you need to understand the strategies behind the Insta-ready lifestyle . . . As nightlife blogger, then social media strategist, and now Senior Director of Influencer Strategy and Talent Partnerships at Hearst Magazines Digital Media, Brittany Hennessy has seen the role of influencers evolve and expand into something that few could have imagined when social media first emerged. She has unrivaled insight into where the branded content industry was, where it is, and where it's going.
Book
Customers create customers!–Assessing the role of perceived personalization, online advertising engagement and online users' modes in generating positive e-WOM
PurposeThis study examined the relationship between perceived personalization and positive electronic word of mouth, as well as the mediating impact of online advertising engagement and the moderating effect of online users' modes on that relationship. The theory of presence serves as the foundation for the relationships among variables.Design/methodology/approachA quasi-experimental research design was used to carry out the investigation. The analysis was performed on 865 valid responses from the treatment and control groups.FindingsResults showed no mediation for the control group and partial mediation for the treatment group. The treatment group's moderated mediation relationships were found as significant, but the control group's relationships were insignificant. The findings also supported the hypothesis that there is a significant association between perceived personalization and online advertising engagement for playful online users and a weak relationship for serious online users. On the mediation link of online advertising engagement between perceived personalization and positive electronic word of mouth, the conditional indirect influence of “online users' modes” has been specifically studied.Originality/valueThis study is the first to examine online advertising through the lens of the theory of presence and offers a moderated-mediation model of Online Users' Modes and Online Advertising Engagement, which is a valuable addition to the marketing body of knowledge.
Journal Article
The Impact of Targeting Technology on Advertising Markets and Media Competition
In this paper, we develop a formal model which identifies a separate supply-side impact of targeting. Specifically, targeting allows general outlets to more efficiently allocate scarce advertising space, resulting in an increase in the number of advertisers who can be accommodated. We have established that when advertising space is unconstrained, general outlets can expand advertising space to mitigate cost or all of the inefficiency that arises due to their heterogeneous audiences, so that targeting has little or no value. Although more realistic assumptions, such as limits on advertising space or advertiser capacity constraints create a greater role for targeting, the supply effect still operates within the bounds of these constraints. Our analysis supports the broad intuition that advances in targeting technology will lead to the growth of general outlets at the expense of tailored outlets, but our findings qualify the extent of the impact and suggest that general outlets will adopt and utilize targeting technology more slowly the technological efficiency improves.
Journal Article
Online Advertising: Heterogeneity and Conflation in Market Design
We introduce the idea of conflation, in which similar but distinct products are treated as identical in order to make markets thick or reduce cherry-picking. We report some illustrative anecdotes of how excessive ad targeting can work out badly. We then describe some trade-offs in designing online advertising markets, and the ingredients for a theory of the optimal market organization. One approach to keeping participants safe is for an Internet publisher to offer a contract providing its advertiser with a representative cross section of impressions across a relatively broad target audience. An alternative approach to conflation is to limit too-narrow targeting of small sets of impressions. Such an approach aims to resolve the trade-off between targeting and market thickness.
Journal Article
The Impact of Targeted Online Advertising's Pushing Time on Consumers' Browsing Intention: A Study Based on Regret Theory
The development of digital technology enables advertising information to be pushed precisely to suitable consumers, thus achieving advertising targeting. Ad push timing can significantly impact ad click-through rates when advertisers push targeted ads based on consumers' online behavioral data. By conducting two studies, the authors found that pushing targeted ads before a consumer's purchase resulted in higher browsing intention than after purchase. This process is mediated in parallel by the perceived usefulness of ad information and anticipated regret after browsing the ad. When the purchase decision is irreversible (vs. reversible), or the repeatability of a purchase decision is low (vs. high), the impact of pushing time on consumers' advertising browsing intention will increase. In addition, the cost of decision reversal affects consumers' intention to browse ads. Consumers' intention to browse targeted ads is lower when the cost of decision reversal is high. Consumers' anticipated regret can effectively explain the aforementioned influence and moderating effects.
Journal Article
INFLUENCING FACTORS AFFECTING YOUNG PEOPLE’S ATTITUDE TOWARDS ONLINE ADVERTISING: A SYSTEMATIC LITERATURE REVIEW
Young people are constantly targeted by online advertisements. This systematic literature review aims to identify the principal factors that influence young people’s attitude towards online advertising. It seeks to understand if the influence of online advertising is dependent on gender and age differences in young people. The methodology involves the systematic review of empirical studies published from 1994 to 2020 and identifies the factors that impact young people’s attitude towards online advertising. The review commences with a scoping study and follows the PRISMA structure, which includes identifying studies, screening and evaluation, the analysis and synthesis of studies, and the presentation of the final studies. This work reveals two main observations from a thematic content analysis of the appraised studies. The first relates to the principal factors influencing young people’s attitude towards advertising. These factors comprise informativeness, entertainment, irritation, credibility, personalisation, and interactivity. In general, studies show that when informativeness, entertainment, credibility and interactivity are present, the more positive the attitude towards advertising is, while irritation fosters an unfavourable attitude. Studies provide a dichotomous stand on personalisation. The second relates to young people’s age and gender. Our review notes that earlier studies lack focus on audiences predominantly between 10 and 15 years.
Journal Article