This article discusses the diffusion process in an online social network given individual connections between members. The authors model adoption decision of individuals as a binary choice affected by three factors: (1) local structure formed already adopted neighbors, (2) average characteristics neighbors (influencers), and (3) potential adopters. Focusing on first factor, find two marked effects. First, who is connected to many adopters has greater probability (degree effect). Second,...

The Internet has increased the flexibility of retailers, allowing them to operate an online arm in addition their physical stores. channel offers potential benefits selling customer segments that value convenience shopping, but it also raises new challenges. These include higher likelihood costly product returns when customers' ability “touch and feel” products is important determining fit. We study competing retailers can dual channels (“bricks clicks”) examine how pricing strategies store...

The paper explores the potential of Large Language Models to substitute for or augment human participants in market research.

Abstract We use the introduction of satellite coverage major retailers to study capital market implications unequal access big data. Satellite data enabled sophisticated investors with such formulate profitable trading strategies, especially by targeting upcoming reports bad news for quarter. The led more informed short-selling activity, less individual buying and lower stock liquidity around coverage. conclude that can increase information asymmetry among participants without immediately...

Paid placements on search engines reached sales of nearly $11 billion in the United States last year and represent most rapidly growing form online advertising today. In its classic form, a engine sets up an auction for each word which competing websites bid their sponsored links to be displayed next results. We model this market, focusing two key characteristics: (1) interaction between list results page (2) inherent differences attractiveness sites. find that both these special aspects...

This paper examines the impact of search engine optimization (SEO) on competition between advertisers for organic and sponsored results. The results show that a positive level may improve engine's ranking quality thus satisfaction its visitors. In absence links, is improved by SEO if only provided website sufficiently positively correlated with valuation consumers. presence are accentuated hold regardless correlation. When links serve as second chance to acquire clicks from engine,...

Digital advertising markets are growing and attracting increased scrutiny. This article explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between within channel members, blocking, fraud. Although these topics not unique to digital advertising, each manifests in ways for ads. The authors identify relevant findings the academic literature, recent developments practice, promising future research.

A defining property of the World Wide Web is a content site's ability to place virtually costless hyperlinks third-party as substitute or complement its own content. Costless hyperlinking has enabled new types players, usually referred aggregators, successfully enter ecosystems, attracting traffic and revenue by hosting links others. This, in turn, sparked heated controversy between creators aggregators regarding legitimacy costs/benefits uninhibited free linking. To our knowledge, this work...

Do curation and personalization algorithms on social media create filter bubbles increase content polarization?

Contextual advertising entails the display of relevant ads based on content that consumers view, exploiting potential consumers' preferences are indicative their product preferences. This paper studies strategic aspects such advertising, considering an intermediary who has access to a base, sells space advertisers compete in market, and provides targeting technology. The results show contextual impacts advertiser profit two ways: First, through topics helps reach with strong preference for...

We investigate the incentives for social communication in new media technologies. Three features of online are represented model. First, platforms allow increased connectivity; i.e., they enable sending messages to many more receivers, same fixed cost, compared traditional word mouth. Second, users contribute content because derive status- or image-based utility from being listened by their peers. Third, we capture role differentiation, how distance between people affects preferences...

We model the commercial World Wide Web as a directed graph that emerges equilibrium of game in which utility maximizing websites purchase (advertising) in-links from each other while also setting price these links. In equilibrium, higher content sites tend to more advertising links (mirroring Dorfman-Steiner rule) selling less themselves. As such, there seems be specialization across revenue models: high earn sales content, whereas low ones traffic (advertising). an extension, we allow...

Building on results from economics and consumer behavior, the authors theorize that consumers’ movement patterns are informative of their product preferences, this study proposes marketers monetize information using dynamic networks capture colocation events (when consumers appear at same place approximately time). To support theory, mobile advertising response in a panel 217 subscribers. The data set spans three months during which participants were sent coupons retailers various categories...

Social advertising platforms and search engines employ the so-called quality score to favor certain advertisers in ad auctions. These scores typically consider a number of factors including relevance, clickthrough rate, landing page quality. While are often justified as mechanism enhance rank reduce cost per click for high-quality ads, this study examines their broader role incentivizing with varying investment costs improve explores implications advertisers’ profits platform’s revenue...

The case describes the launch of a social media platform by largest container shipping company in world Maersk Line garnered over 1 million fans on Facebook, 40,000 followers Twitter, and 22,000 Instagram They also launched became active other networks such as LinkedIn, Pinterest, Google+ created home base for called Social that published articles stories about less formal manner discusses organizational aspects program launch, well pressure from marketing department to better integrate...

Journal Article Category Activation Model: A Spreading Network Model of Subcategory Positioning When Categorization Uncertainty Is High Joseph Lajos, Lajos Search for other works by this author on: Oxford Academic PubMed Google Scholar Zsolt Katona, Katona Amitava Chattopadhyay, Chattopadhyay Miklos Sarvary *Joseph is a PhD candidate at INSEAD, Europe Campus, Boulevard de Constance, 77305 Fontainebleau, France (joseph.lajos@insead.edu); assistant professor marketing the Haas School Business,...

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A key property of the World Wide Web is possibility for firms to place virtually costless links third-party content as a substitute or complement their own content. This ability hyperlink has enabled new types players, such search engines and aggregators, successfully enter ecosystems, attracting traffic revenues by hosting others. This, in turn, sparked heated controversy between producers aggregators regarding legitimacy social costs/benefits uninhibited free linking. work first model...

In recent years, ad blocking has become a significant threat to advertising-supported content. Adblockers typically negotiate with publishers, allowing some ads go through in return for payment, practice called (partial) whitelisting the industry. Ad direct positive effect on consumers by reducing advertising intensity. On other hand, clearly hurts publishers and reduces their incentives invest content quality. Lower quality, turn an indirect negative consumers. This paper builds analytic...

In this paper we study the impact of search engine optimization (SEO) on competition between advertisers for organic and sponsored results. We find that a positive level may improve engine's ranking quality thus satisfaction its visitors. absence links, is improved by SEO if only provided website sufficiently positively correlated with valuation consumers. presence results are accentuated hold regardless correlation. When links serve as second chance to acquire clicks from engine, low...

Consider the random graph model of Barabási and Albert, where we add a new vertex in every step connect it to some old vertices with probabilities proportional their degrees. If only one then this will be tree. These graphs have been shown power-law degree distribution, same as that observed large real-world networks. We are interested width tree show is at n th step; also holds for slight generalization another constant. see how theoretical result can applied directory trees.

Let be a family of subsets an n -element set. It is called intersecting if every pair its members has non-disjoint intersection. well known that satisfies the inequality | ≤ 2 −1 . Suppose |=2 + i Choose independently with probability p (delete them 1 − ). The new certain probability. We try to maximize this by choosing appropriately. exact maximum determined in paper for some small analogous problem considered families consisting k subsets, but solution obtained only when size exceeds one....

This paper studies the competition between firms for influencers in a network. Firms spend effort to convince recommend their products. The analysis identifies offensive and defensive roles of spending on influencers. value an influencer only depends in-degree distribution influence Influencers who exclusively cover high number consumers are more valuable than those mostly also covered by other Firm profits highest when there many with very low or in-degree. Consumers intermediate level...