advertising

TV Advertising: Not Just Background Noise
LIAUKONYTĖ, Jūra | ZALDOKAS , Alminas

Television advertising plays a crucial role in shaping consumer behavior. It may also have a major influence on investment decisions, according to a novel study by HKUST’s Alminas Žaldokas and his colleague Jūra Liaukonytė f ...

Skip Ads

In the past few years, a number of digital and media platforms, e.g., YouTube and Spotify, have begun introducing premium services which let paid subscribers see fewer or no adverts. Such a practice seems to be a classic case of s ...

Using Seeding Strategies to Get Attention in Online Social Networks

Viral marketing can be a cost-effective marketing tool to create awareness and reach many new customers. Viral marketing relies on word of mouth and leverages social networks of individuals to spread information. But, what is the ...

Discounts: A Double-Edged Sword
CAO, Zike | HUI, Kai Lung | XU, Hong

For retailers seeking to stand out in the cutthroat world of e-commerce, discounts can offer a powerful advertising tool. Across the Web, businesses compete for customers’ attention by announcing the most exclusive deals and ...

Giving Online Consumers What they Want
LIU, Jia | TOUBIA, Olivier

With the rise of search engines such as Google, it is becoming increasingly important to determine how consumers use these tools to find products, services, or information. Companies that understand their customers’ search b ...

Moment Marketing: A New Tool for Effective Cross-Channel Advertising

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 d ...

Antecedents and Consequences of Counterfeit Consumption

Counterfeit consumption is on the rise. It is important to understand why consumers buy counterfeits and the consequences of using counterfeit. In her talk, Prof Jiewen Hong examines consumers’ experience of using counterfei ...