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 o ...

Two-Sided Price Discrimination by Media Platforms

In the past few years, a number of digital and media platforms, e.g., YouTube and Spotify, have begun introduc ...

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 ...

Discounts: A Double-Edged Sword
CAO, Zike | 許佳龍 | 徐紅

For retailers seeking to stand out in the cutthroat world of e-commerce, discounts can offer a powerful advert ...

Giving Online Consumers What they Want
劉佳 | TOUBIA, Olivier

With the rise of search engines such as Google, it is becoming increasingly important to determine how consume ...

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 a ...

Antecedents and Consequences of Counterfeit Consumption

Counterfeit consumption is on the rise. It is important to understand why consumers buy counterfeits and the c ...