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Author: Michael S. Trusov
Publisher:
ISBN:
Category : Internet marketing
Languages : en
Pages : 346
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Book Description
Author: Michael S. Trusov
Publisher:
ISBN:
Category : Internet marketing
Languages : en
Pages : 346
Get Book Here
Book Description
Author: Xia Liu
Publisher:
ISBN:
Category :
Languages : en
Pages :
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Author: Heather Kennedy
Publisher:
ISBN:
Category :
Languages : en
Pages : 151
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Book Description
The evolving nature of the sport industry coupled with continually advancing technologies make it increasingly important to research and understand digital marketing and communication. This dissertation includes three essays that investigate digital marketing in the sport industry by considering the sport organization, context, and user as well as their interactions. Essay One critically examines the current use of Uses and Gratifications (U&G) Theory by examining what consumers do with sport social media. Findings from a qualitative analysis result in a proposed augmentation to U&G Theory to reflect that not all social media consumption is purposeful in nature, while also identifying a core set of motivations driving social media use. Essay Two identifies determinants of social media engagement using data mining techniques to unearth insights that can be leveraged by organizations to optimize marketing and communication strategies. Results inform the development of an updated Sport Experience Design (SX) framework to capture the complex and dynamic nature of sport consumption contexts. Finally, Essay Three examines advertising in multi-screen environments when the advertisement (ad) appears on the second screen, specifically considering the impact of timing on ad memory due to limited cognitive processing capabilities of consumers. Collectively, this research contributes to a deeper understanding of digital marketing and communication in sport management. This research lays a foundation for a stream of future work that will consider the intersection of information systems, consumer behaviour, marketing, and sports management, specifically, digital marketing and exploring the optimization and usage of mediated tools and techniques by organizations.
Author: Chunhua Wu
Publisher:
ISBN:
Category : Electronic dissertations
Languages : en
Pages : 176
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In my dissertation, I empirically investigate three prevalent forms of internet marketing in the web 2.0 era: search advertising, advertising networks and user generated content marketing.
Author: Hui Song
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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This paper uses a search model with the product differentiation in a two-sided market. The two-sided market matches sellers with buyers. On the buyers' side it supplies some match information between the goods and the buyers. On the firms' side, it sells some empty slots to the firms. Any firm either takes a place in any platform or stays outside. Buyers search for a good either inside or outside the platform. Each search of the an outside firm is costly and gives the match information between the searcher (buyer) and the seller. We study two cases. In the first case, all buyers obtain the match information in the platform for free. The equilibrium price and profit of an inside firm drops in the number of inside firms. The monopoly platform, by adjusting the entrance fee, admit fewer firms under a higher search cost. If the market has two platforms, they generally admit more firms than the case with one platform. In the second case, the platform is able to impose a fee for all consumers who enter the platform. Our last result has indicated that the platform will register all buyers and firms.
Author: Oliver J. Rutz
Publisher:
ISBN:
Category : Internet advertising
Languages : en
Pages : 356
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Author: Qizhi Dai
Publisher:
ISBN:
Category :
Languages : en
Pages : 278
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Author: Steven Simon Strauss
Publisher:
ISBN:
Category :
Languages : en
Pages : 183
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Author:
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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This dissertation contains three essays on the effects of information in online markets. The first essay examines an online market for digital music and how consumers may learn from one another when making their decisions. In markets where a product is of unknown quality and consumers observe information about the previous actions of others, models of observational learning often predict herding behavior. The possible consequences of this herding behavior include consumers ignoring a high quality product and consumers spending resources on a low quality product (i.e., bad herds). In this essay, I estimate the probability of the former (bad herd on a high quality product) in an online digital music market named Amie Street Music. In addition, I examine the effect of moving from a fixed pricing scheme (iTunes, Amazon) to a demand-based pricing scheme (Amie Street) on the probability of a bad herd, expected consumer costs and expected long run revenue. I find that there is a 2% probability that consumers ignore a high quality song in the Amie Street market, compared to a 100% probability with a fixed price as low as 30 cents. Using bid data from 8,000 Chevrolet Corvettes sold on eBay, the second essay empirically tests Akerlof's (1970) hypothesis that the used car market is characterized by low quality and informational problems. The hypothesis states that the used market has a higher proportion of low quality cars than the new market and buyers account for the difference by discounting their value for a used car relative to a new car. This is tested by comparing bids on new and late model used 'Vettes. The paper finds little evidence of a premium for new 'Vettes. Two other tests are performed and results of these tests also show little evidence of information problems on eBay Motors. Finally, in the third essay, I test whether bidders shade their bids for Chevrolet Corvettes in response to changes in the supply of other Corvettes up for auction. The results suggest that bidders are shading their bids, even when the other cars up for auction are not perfect substitutes.
Author: Iván Blanco
Publisher: Ed. Universidad de Cantabria
ISBN: 8481028770
Category : Business & Economics
Languages : en
Pages : 90
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Book Description
Do financial derivatives enhance or impede innovation? We aim to answer this question by examining the relationship between equity options markets and standard measures of firm innovation. Our baseline results show that firms with more options trading activity generate more patents and patent citations per dollar of R&D invested. We then investigate how more active options markets affect firms' innovation strategy. Our results suggest that firms with greater trading activity pursue a more creative, diverse and risky innovation strategy. We discuss potential underlying mechanisms and show that options appear to mitigate managerial career concerns that would induce managers to take actions that boost short-term performance measures. Finally, using several econometric specifications that try to account for the potential endogeneity of options trading, we argue that the positive effect of options trading on firm innovation is causal.
