Online Marketing

Advertising is central to e-commerce. In a world of choice, ads drive consumption by informing consumers about available products. New insights into the influence of online advertising on e-shopping behavior come from a study led by Ralf van der Lans of HKUST. The team used eye-tracking experiments to probe how ad features and site design can help or hinder ... Read More

Advertising is central to e-commerce. In a world of choice, ads drive consumption by informing consumers about available products. New insights into the influence of online advertising on e-shopping behavior come from a study led by Ralf van der Lans of HKUST. The team used eye-tracking experiments to probe how ad features and site design can help or hinder ... Read More

The Internet has revolutionized not only how we search for information but also how we communicate and interact with others. Central to the ever-expanding digital infrastructure for human connection are online matching platforms. Also known as two-sided markets, these platforms connect users with mutual interests in a range of markets, from ride-sharing (e.g ... Read More

Moment marketing, a new sales strategy that leverages technology to synchronize online advertising with trending news and events in the real world, has taken the advertising world by storm. Facing ever fiercer competition for customers’ attention across channels, brands are increasingly turning to moment marketing to help them deliver the right message to ... Read More

With a wealth of products and services at our fingertips in the modern marketplace, online reviews have become an invaluable source of information for consumers. This is especially true for “experience goods” such as a haircut or a hotel stay, whose true quality cannot be determined before purchase. Many retailers post user-generated product reviews online ... Read More

Moment marketing is a rich new area of contextual advertising that entails the ability to synchronize online advertising (e.g., sponsored search) in real time with relevant offline events such as TV ads. Although 81% of surveyed digital marketers have launched moment marketing campaigns mostly using TV advertising as trigger events, very little is known ... Read More

How much should we discount our products or services? Many online sellers offer deep discounts to attract consumers. This is especially the case in online markets where the sellers are often less known to consumers. The question is whether such a promotional tactic helps the sales. It defeats the sellers’ advertising or promotional purposes if the discounts ... Read More

Online daily-deal platforms, such as Groupon and LivingSocial, have become a prominent price promotion venue. As two-sided markets, daily-deal platforms allow merchants to attract new consumers via discounts and consumers to explore a wide variety of products and services. In this joint study presented by Prof XU Hong, she will investigate whether the ... Read More

Although online retailing has grown substantially over the past decade, it still accounts for a small portion of total global retailing. To further penetrate into the markets dominated by brick and mortar stores, online retailers rely heavily on information technologies to expand their market share. Information technologies also play a critical role in ... Read More