Multi Screen Behavior Implications On Media Usage And Advertising Effectiveness

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Multi Screen Behavior Implications On Media Usage And Advertising Effectiveness

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Author : Dr. Lena Hoeck
language : en
Publisher: BoD – Books on Demand
Release Date : 2019-11-13

Multi Screen Behavior Implications On Media Usage And Advertising Effectiveness written by Dr. Lena Hoeck and has been published by BoD – Books on Demand this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-13 with Business & Economics categories.

The spread and use of screen-based devices have been steeply increasing with new types of screen-based devices such as tablets, e-readers, and screen-based wearable devices (e.g., Smartchwatches) being introduced to the market. Moreover, traditional screen-based devices such as the television (TV) have been merged with Internet technologies. An industry particularly affected by this increasing use of screen-based devices is the media industry. For instance, consumers frequently use multiple screen-based devices in parallel, switching back and forth between devices. The key objective of this cumulative dissertation is to provide insights into the implications of multi-screen behavior for the media industry. More specifically, we analyze the effect of multi-screen behavior on media usage behavior and on the effectiveness of advertising placed in different media. We conduct empirical analyses to show how consumers' interaction with different screen-based devices influences substantive consumer behavior. The results of this dissertation contribute to previous research by (1) leading to a better understanding of the behavioral outcomes of multi-screen behavior, (2) providing knowledge about the mediation and moderation effects of multi-screen behavior on media usage and advertising effectiveness, and (3) applying novel research methodologies that contribute to the understanding of multi-screen behavior at the individual-level and in a more natural research setting.

Behavioral Consequences Of Dynamic Pricing

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Author : David Prakash
language : en
Publisher: BoD – Books on Demand
Release Date : 2022-07-28

Behavioral Consequences Of Dynamic Pricing written by David Prakash and has been published by BoD – Books on Demand this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-07-28 with Business & Economics categories.

Digital technologies are driving the application of dynamic pricing. Today, this pricing strategy is used not only for perishable products such as flights or hotel rooms, but for almost any product or service category. With dynamic pricing, retailers frequently adjust their prices over time to respond to factors such as demand, their supply and that of competitors, or the time of sale. Additionally, dynamic pricing allows retailers to take advantage of a large share of consumers' willingness to pay while avoiding losses from unsold products. Ultimately, this can lead to an increase in revenue and profit. However, the application of dynamic pricing comes with great challenges. In addition to the technological implementation, companies have to take into account that dynamic pricing can cause complex and unintended behavioral consequences on the consumer side. The key objective of this dissertation is to provide a deeper understanding of the impact of dynamic pricing on consumer behavior. To this end, this dissertation presents insights from four perspectives. First, how reference prices as a critical component in purchase decisions are operationalized. Second, how customers search for products priced dynamically, differentiated by business and private customers, as well as by different devices used for the search. Third, whether and how dynamic pricing influences the impact of internal reference prices on purchase decisions. Finally, this dissertation demonstrates that consumers perceive price changes as personalized in different purchase contexts, leading to reduced perceptions of fairness and undesirable behavioral consequences.

Multiscreen Marketing

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Author : Natasha Hritzuk
language : en
Publisher: John Wiley & Sons
Release Date : 2014-04-14

Multiscreen Marketing written by Natasha Hritzuk and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-04-14 with Business & Economics categories.

Simplify your multi-screen marketing by putting consumers at the center of your strategy The rise of the digital age means that consumers have unprecedented access to information and they're no longer interested in a "one size fits all screens" experience. Multi-screen Marketing: The Seven Things You Need to Know to Reach Your Customers Across TVs, Computers, Tablets, and Mobile Phones is a comprehensive guide to understanding the multi-screen consumer. Written by thought leaders from Microsoft's Advertising Division, the book identifies what drives consumer behavior across devices and digital platforms – sequentially, simultaneously, at home, at work and everywhere in between. The underlying concept is that marketers need to move beyond a technology feature-obsessed approach where a device's capabilities dictate one's marketing plan, and instead, focus on the underlying needs and motivations of their customers. This approach can help marketers simplify their strategy, while enabling them to leverage the right screen with the right message in the right moment. Companies are learning that using the same legacy television advertising and content across all digital media will not help them break through the clutter. To truly take advantage of the unprecedented opportunity served up by the multi-screen world, the authors show how bringing consumers firmly back into focus will ultimately deliver more value for marketers. Readers will learn how to tailor their approach to most effectively reach their customers through the following multi-screen pathways: Content Grazing – uses 2+ screens for unrelated content Quantum – transitions sequential activity from one screen to another Investigative Spider-Webbing – views related content on 2+ screens Social Spider-Webbing – sharing and connecting with others on 2+ screens The book includes new research and data exploring how and why consumers navigate across screens as well as real-world examples of consumer-centric multi-screen marketing from companies of all sizes embracing the change. For marketers looking to remain effective in the digital age, Multi-screen Marketing: The Seven Things You Need to Know to Reach Your Customers Across TVs, Computers, Tablets, and Mobile Phones explains how a consumer-centric multi-screen strategy not only simplifies an overly complex and constantly changing marketing landscape, but leads to multi-screen campaigns that connect consumers to brands in meaningful, enduring ways.

Advances In Advertising Research Vol Iv

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Author : Sara Rosengren
language : en
Publisher: Springer Science & Business Media
Release Date : 2013-05-30

Advances In Advertising Research Vol Iv written by Sara Rosengren and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-05-30 with Business & Economics categories.

​Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 11th International Conference in Advertising (ICORIA) which was held in Stockholm (Sweden) in June 2012. The conference gathered 150 leading researchers from 22 countries under the conference theme “The changing roles of advertising”. The book provides international state-of-the-art research with 30 articles by renowned scholars from the worldwide ICORIA network.

Digital And Social Media Marketing

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Author : Nripendra P. Rana
language : en
Publisher: Springer Nature
Release Date : 2019-11-11

Digital And Social Media Marketing written by Nripendra P. Rana and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-11 with Business & Economics categories.

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

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.

Measurement Of Advertising Effectiveness

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Author : Jagdish N. Sheth
language : en
Publisher:
Release Date : 1973

Measurement Of Advertising Effectiveness written by Jagdish N. Sheth and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1973 with categories.

The Multi Screen Marketing

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Author : Daria Maria Kluczewska
language : en
Publisher:
Release Date : 2017-05-09

The Multi Screen Marketing written by Daria Maria Kluczewska and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-05-09 with categories.

The Impact Of Consumer Multi Homing Behavior On Ad Prices

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Author : Yu-Hsin Liu
language : en
Publisher:
Release Date : 2020

The Impact Of Consumer Multi Homing Behavior On Ad Prices written by Yu-Hsin Liu and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020 with categories.

This study examines the trade-off between online advertising effectiveness and (do-not-track) privacy regulation. Recent literature on ad-financed business model predicts that consumers who patronize multiple platforms (multi-homing) can have less per-impression value as they may see duplicated ads from multiple sources. The use of tracking technology in the digital space may however eliminate the redundant ad provision at the expense of consumer privacy. The presenting paper provides the first empirical evidence on whether multi-homer's attention is less valuable in online media market, under FTC's privacy regulation on tracking. The paper then discusses the potential market outcome if the privacy regulation were removed. The publisher ad data is scraped from BuySellAds and matched with comScore 2016 for consumer multihoming behavior. The study employed a quasi-experiment based on ad location in a webpage to identify the multi-homing effect on ad prices. By finding that the marginal effect of multi-homing (treatment) on ad prices is indeed more negative for the more viewable ads (treated), the paper concludes that consumer multi-homing behavior can increase the tendency of over impressions, and such tendency can decrease advertisers' valuation of ad slots in the digital display ad market.

Mobile Marketing Channel

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Author : Mahmud Akhter Shareef
language : en
Publisher: Springer
Release Date : 2016-04-23

Mobile Marketing Channel written by Mahmud Akhter Shareef and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-04-23 with Computers categories.

This book attempts to address, explore, and conceptualize the epistemological paradigms of SMS as an alternative marketing channel or in combination with other existing traditional channels. It promotes a multichannel strategy in the light of synthesized marketing distribution, consumer behavior, and information and communication technology (ICT)-related behavioral theory to develop, establish, and launch a guiding theory and practice for this emerging area. Usage of mobile phones and hand-held wireless devices is growing and diffusing so quickly that 21st century marketing managers find a great potential for this wireless channel to be the most effective media for maintaining a consumer relationship that provides the highest quality service. The emergence of SMS-based direct marketing as a distinct channel or embedded with other channels is characterized by several issues, challenges, barriers, and limitations. This book examines and postulates the following interrelated issues related to wireless marketing (particularly the SMS-based marketing channel): (i) Consumer behavior for mobile phone SMS – perception, exposure, and attention; (ii) Consumer attitudes toward SMS-based marketing channels; (iii) The scope of SMS to meet consumer service output demands from an online channel; (iv) Consumer selection criteria for mobile phone SMS channel structure; (v) Mobile channel structure as an efficient and effective consumer interaction mode; and (vi) Consumer multichannel behavior. It is important to use the SMS-based mobile channel as a radical tool of interactive marketing and seamless service marketing, as there is the opportunity to maximize, until now, unutilized benefits of this efficient and popular direct marketing channel.