Search results for " advertising"
showing 10 items of 101 documents
Integrating Keyword Advertising and Dynamic Pricing for an Online Market Place
2014
Keyword Advertising is a main marketing instrument for e-commerce companies in order to generate traffic from search engines on their website. The costs for Keyword Advertising are determined in an auction that is conducted for every single search query, which is entered in by a user. In case of an online market place, each adlink provided by the search engine refers to an ordered list of products on the website of the online market place. Hereby, the price of the product is oftentimes one important criteria for the user when deciding for one or the other product from the list. However, existing models assume the price of products to be exogeneous. By taking into account the prices of linke…
Advertising Peer-To-Peer Networks over the Internet
2002
Weber, Matthieu Advertising Peer-to-Peer Networks over the Internet Jyvaskyla: University of Jyvaskyla, 2006, 120 p. (Jyvaskyla Licentiate Theses in Computing ISSN 1795-9713; 7) ISBN 951-39-2329-0 Finnish summary Most peer-to-peer networks nowadays are decentralized or even fully distributed, meaning that they do not require a central authority for proper operation. Joining such networks is however often performed by using a central directory of its members, thus breaking their decentralized characteristic. This work proposes an advertisement system for peer-to-peer networks that does not rely on a central service, nor requires any dedicated infrastructure to be setup, using only already ex…
Key Predictors of Customer Loyalty for Facebook Brand Pages. Empirical Research on Social Media Marketing
2018
The new marketing practices and developments have had incredible impact on consumers’ purchasing process and information-acquisition process, and most notably, social media is changing marketing. The research setting for this paper refers to consumer behavior on social media services, particularly Facebook and consumers’ interactions with brands on this social platform. Through this research, we examine which consumer behavior concept has a higher impact in generating loyalty for the brands consumers interact with on Facebook. Using Automatic Linear Modeling, we forecast and model a target variable (namely, consumer loyalty) based on linear relationships between the target variable and its …
Digital Influencers, Food and Tourism—A New Model of Open Innovation for Businesses in the Ho.Re.Ca. Sector
2022
The choice of influencer marketing as an endorser for promoting products and services is becoming a more and more effective communication strategy of open innovation. Their use of social media platforms, such as Instagram, allows them to be reached by millions of followers all over the world. As a response to the economic crisis that affected Italy after the first wave of the COVID-19 pandemic, Chiara Ferragni, one of the most endorsed influencers worldwide, started a communication campaign with the aim to promote Italian food and tourist destinations (cities of art, seaside, ski and countryside locations, thermal baths, museums, galleries, hotels, etc.). This study analyses Chiara Ferragni…
La distribution : organisation et stratégie
2020
Croissance rapide de nouvelles formes de vente, stratégies de mutualisation des ressources logistiques, phygitalisation, plateformisation, politique de réenchantement des points de vente... Autant de bouleversements du paysage économique qui font désormais de la distribution une fonction clé de la gestion des entreprises. Comprendre et expliquer à la fois sa dynamique et ses enjeux revêt, à ce titre, une importance majeure. Rédigé par trois spécialistes reconnus du sujet, l'ouvrage se fixe pour objectif d'aborder de façon pédagogique les principales dimensions de la distribution : la relation avec l'acheteur final, la gestion des interfaces entre industriels et distributeurs, et les enjeux …
Patērētāju tiesības un personalizētās reklāmas: patērētāju ievainojamības izmantošanas risks (Kopsavilkums)
2020
Have you ever received a frighteningly personalised advertisement with a specific product at the moment when you are thinking about buying that product? Digital technologies have huge positive potential, but their uncontrolled use poses many risks. However, the notion that the current direction of technological development is unavoidable and that the problematic aspects of technology simply need to be tolerated poses a much greater threat to the future. Therefore, this paper discusses one of the risks – personalised advertising that seeks to exploit consumer vulnerabilities. Thereby, the aim of the article is to analyse legal problems of targeted and personalised advertising that seeks to e…
Sponsored Content in Spanish Media: Strategies, Transparency, and Ethical Concerns
2021
Profound upheavals and the search for a viable business model have led the news industry to explore new sources of revenue. The mainstream Spanish media have set up special units to produce branded...
Prediction of User-Brand Associations Based on Sentiment Analysis
2023
Finding the right users to be chosen as targets for advertising campaigns is not a trivial task, and it may allow important commercial advantages. A novel approach is presented here for the recommendation of new possible consumers to brands interested in distributing advertising campaigns, ranked according to the “compatibility” between users and brands. A database containing both descriptions associated with different brands, and textual information about users' opinions on different topics, is required in input. Then, sentiment analysis techniques are applied to measure to what extent the users match with the brands, based on the texts associated with their opinions. The approach has been…
Advertisers' perceptions of search engine marketing
2009
The objective of this study is to examine advertisers' perceptions of search engine marketing. The theoretical part of the study investigates the two aspects of search engine marketing, namely advertising and optimisation. With the use of a qualitative case study conducted with leading search engine marketers and experts in Finland, the paper suggests that search engine marketing is still in its infancy among Finnish companies. Whereas small-sized dot-com companies operating in the Business-to-Business (B2B) sector have been most active in search engine marketing, traditional brick-and-mortars are just starting to set plans for search engine marketing. Finally, the study discusses the impli…
Digital advertising around paid spaces, e-advertising industry’s revenue engine : A review and research agenda
2017
We develop and describe a framework for research in a particular segment of digital advertising. Internet Advertising Paid Slots and Spaces (IAPS) is a neologism and work almost like a stock exchange for buying and selling advertising in various formats on designated spaces around web and make a significant contribution to Internet advertising revenues. These paid spaces were found to encompass diverse areas of Internet advertising that include search engine marketing, social media advertising and display advertising. Given the complexity of the modern digital advertising eco system, this literature review seeks to provide clarity, up-to-date knowledge and ongoing insights into Internet adv…