Information Asymmetry In Online Advertising
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Information Asymmetry In Online Advertising
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Author : Jan W. Wiktor
language : en
Publisher: Routledge
Release Date : 2021-09-30
Information Asymmetry In Online Advertising written by Jan W. Wiktor and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-09-30 with Business & Economics categories.
Advertising is a company’s major form of communication with the market; it is a component of the IMC system, having a special impact on the addressee, and is a form of persuasive communication affecting consumer behaviour. Advertising may reflect information asymmetry between an advertiser and recipients. This book presents an assessment of the forms and range of consumer behaviour manipulation through information asymmetry in online advertising and explores the possible causes, forms, and effects. The work offers a new approach to the role of advertising in the digital world, especially its forms and impact strategies. The theoretical framework presented is based on issues related to online advertising, information asymmetry, and social manipulation. The book describes the ways in which these areas can be explored, and it presents the results of empirical studies. Empirical research allows for identifying companies’ moral hazard strategies and their consequences – e-consumers’ adverse selection. The research provides an empirical answer to the question: to what extent is advertising a transparent form of communication, and to what extent does it represent the world of manipulation? Based on an interdisciplinary theoretical approach, empirical studies conducted by the authors, and theoretical and managerial implication, the book encourages its readers to find their own answers. Given the interdisciplinary nature of this work, it will be of interest to scholars and researchers within the fields of marketing, media and communication, economics, psychology, sociology, and ethics.
Handbook Of Research On Digital Media And Advertising User Generated Content Consumption
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Author : Eastin, Matthew S.
language : en
Publisher: IGI Global
Release Date : 2010-07-31
Handbook Of Research On Digital Media And Advertising User Generated Content Consumption written by Eastin, Matthew S. and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-07-31 with Business & Economics categories.
"This book bridges the gap between professional and academic perceptions of advertising in new media environments, defining the evolution of consumerism within the context of media change and establishing the practical issues related to consumer power shifts from supplier to user"--Provided by publisher.
Strategic Management And Online Selling
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Author : Susanne Royer
language : en
Publisher: Routledge
Release Date : 2013-04-15
Strategic Management And Online Selling written by Susanne Royer and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-04-15 with Business & Economics categories.
Focusing on Business to Customer (B2C) internet business, and on firms that offer intangible products and/or services that can be directly consumed via the world wide web, Strategic Management and Online Selling also covers immaterial products and online news information or home banking. Considering how firms with similar specific characteristics are able to realize competitive advantages, this topical book discusses an area of particular contemporary importance and increasing academic study.
Digital Advertising
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Author : Shelly Rodgers
language : en
Publisher: Taylor & Francis
Release Date : 2017-02-17
Digital Advertising written by Shelly Rodgers and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-02-17 with Business & Economics categories.
Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.
The Mood Of Information
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Author : Andrew McStay
language : en
Publisher: A&C Black
Release Date : 2011-04-14
The Mood Of Information written by Andrew McStay and has been published by A&C Black this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-04-14 with Social Science categories.
Through feedback-oriented communication, this book explores advertising from the perspective of information flows, rather than the more common approach of symbolic representation. >
The Changing Role Of Brands In The Age Of Empowered Consumers
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Author : Gunnar Klaming
language : en
Publisher: GRIN Verlag
Release Date : 2006-11-13
The Changing Role Of Brands In The Age Of Empowered Consumers written by Gunnar Klaming and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-11-13 with Business & Economics categories.
Master's Thesis from the year 2006 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, University of Lugano (Faculties of communication sciences and economics), language: English, abstract: It is easier for consumers to consummate transactions when they are aware of sellers and, moreover, when they have confidence that sellers will deliver as promised. The reputation of sellers - or the brand - is one means by which businesses have traditionally promoted buyer awareness and bonded their promises to deliver (Klein & Leffler, 1981). Brands as "a collection of perceptions in the mind of the consumer" (Bates, 2006) are relevant for many choice and purchase decisions (Meffert, 2000). Consumers link a range of associations to a brand, from associations that include characteristics which can be perceived by the senses (e.g., an engine’s horsepower, a product’s design, or a brand’s visual presence in visual or promotional campaigns) to characteristics associated with a brand’s identity (origin, reputation, and personality); and from perceived rational benefits (the product and its functions, the transaction process, or the relationship between the consumer and the brand/supplier) to emotional benefits which consumers perceive to be related to a brand (self-expression, image transfer, or self-realization) (Perrey et al., 2003; see also Aaker, 1996). By delivering all this information to consumers, brands can facilitate consumers’ purchase decisions. At the same time, information provided by sellers and by third parties can be an alternative mechanism for making consumers willing to undertake transactions. Through the Internet 1 , an ever-increasing amount of information from branded sellers, unbranded competitors, and third party information providers (“information intermediaries”) is provided to consumers. Consumers are now able to obtain objective, trustworthy information on retailers’ existence and reliability as well as products and services in real-time, at any time from virtually any place in the world - markets become increasingly transparent and information asymmetries between sellers and buyers decrease. The so empowered consumers may, as a consequence, become willing to patronize lesser-known, rather than branded, retailers (Deregatu, Rangaswamy & Wu, 2001). [...]
Internet Advertising
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Author : David W. Schumann
language : en
Publisher: Psychology Press
Release Date : 2012
Internet Advertising written by David W. Schumann and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with Internet advertising categories.
Building on the research presented in their previous edition, Advertising and the World Wide Web (1999), editors David W. Schumann and Esther Thorson offer the expertise of active scholars in the area of Internet advertising in this new volume, and allow readers to reflect on the ever-changing nature of the Internet. Internet Advertising marks this important point in history, taking into account the state of practice, theoretical conceptualizations, empirical research, creative typologies, and potential considerations. Nearly all chapters are in the form of integrated reviews of theory and research, which provide a source of both previous knowledge, as well as future focus for advertising strategy. The volume is arranged in four sections covering: the foundations of Internet advertising theory consumer response to Internet advertising topical areas in which Internet advertising has significant influence on the consumer human needs and trends that will likely have significant impact on the future of Internet advertising. This contemporary analysis of Internet advertising will appeal to all practitioners and "students" of the Internet, and will effectively suit courses taught in this area.
Online Advertising And Promotion Modern Technologies For Marketing
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Author : Hanafizadeh, Payam
language : en
Publisher: IGI Global
Release Date : 2012-04-30
Online Advertising And Promotion Modern Technologies For Marketing written by Hanafizadeh, Payam and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-04-30 with Business & Economics categories.
"This book educates readers on how to meet online advertising and Internet marketing challenges for both present and future tactics"--Provided by publisher.
Advertising And The World Wide Web
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Author : David W. Schumann
language : en
Publisher: Psychology Press
Release Date : 1999-04-01
Advertising And The World Wide Web written by David W. Schumann and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999-04-01 with Business & Economics categories.
The chapters provide a wide-ranging view of issues addressing how advertisers can proceed on the Internet and World Wide Web. An initial chapter traces the development of Web advertising from its very beginnings as it was represented and discussed in the pages of Advertising Age. Although there is a noticeable trend to define Web advertising by comparing it to traditional media, it is clear that Web advertising just won't fit the old mold. Keith Reinhard of DDB Needham actually articulates this linkage between the old and new in his invited chapter. What the reader will encounter in Advertising and the World Wide Web is a solid conception of how Web advertising is different from anything that has come before. There are numerous discussions on consumer and advertiser interactivity, the role of Web advertising within larger campaigns, audience segmentation, and alternative Web-based promotion formats. The five sections cover definition and theory, structure, specific applications, legal issues, and the voice of the practitioner. Although there remain a few nay-sayers concerning the future of Web advertising, the reader will be able to see just how incredibly high-impact this new medium has become and the vast potential that it holds for future promotional endeavors.
Disrupting Finance
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Author : Theo Lynn
language : en
Publisher: Springer
Release Date : 2018-12-06
Disrupting Finance written by Theo Lynn and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-12-06 with Business & Economics categories.
This open access Pivot demonstrates how a variety of technologies act as innovation catalysts within the banking and financial services sector. Traditional banks and financial services are under increasing competition from global IT companies such as Google, Apple, Amazon and PayPal whilst facing pressure from investors to reduce costs, increase agility and improve customer retention. Technologies such as blockchain, cloud computing, mobile technologies, big data analytics and social media therefore have perhaps more potential in this industry and area of business than any other. This book defines a fintech ecosystem for the 21st century, providing a state-of-the art review of current literature, suggesting avenues for new research and offering perspectives from business, technology and industry.