Although in-feed advertising is popular on mainstream platforms, academic research it limited. Platforms typically deliver organic content through two methods: subscription by users or recommendation artificial intelligence. However, little known about the ad performance between these channels. This examines how of ads, in terms click-through rates and conversion rates, differs channels whether effects are mediated intrusiveness moderated attributes. Two attributes investigated: appeal...

With infeed advertising becoming an increasingly popular tool for advertisers to reach mobile consumers, the authors propose integrated model of contemporaneous, carryover, and spillover effects measure incremental contributions ads in multiple types apps: newsfeed, social, video. They empirically examine three proposed newsfeed ads, social feed video using data from a large-scale ad campaign new game. The set contains 10,115,801 impressions, 286,506 clicks, 12,706 conversions. First,...

Purpose To influence consumer perceptions, firms often manipulate online product reviews on their own websites or third-party forums by anonymously adding positive reviews, deleting unfavorable offering rewards to encourage favorable reviews. This study aims investigate perceptions of review deceptions and how these subsequent purchase behavior. In particular, consumers’ awareness, suspicion detection are studied specific manipulation tactics evaluated. Design/methodology/approach Both...

Shared coupons, a new form of coupon, differ from coupons distributed directly businesses (i.e., direct coupons) in that shared combine two influential components: economic savings (e.g., $5 off) and social sharing friends). Using lab experiments large-scale field on media, the authors find regular underperform terms coupon redemption because norm conflict between incentives communal relationships friendships), whereas with experience cocreation, which givers receivers must invest joint...

In light of the critical role price information in consumers’ decision making, this study investigates effect rank on responses to product list advertising (PLA). The research documents that is more influential than actual for PLA. addition, highlights a tradeoff price-rank decisions: A drives clicks does not necessarily lead conversions; drive traffic, managers should strive an extreme (i.e., either high or low) elicit clicks, then follow up with online engagement tools (e.g., cross-selling...

In light of the global Covid-19 pandemic and its profoundly negative impact on offline businesses, this study aims to understand how firms can leverage online-to-offline (O2O) coupons maintain even grow their businesses despite constraints imposed by pandemic. We use unique data from a large-scale field experiment with 850,000 distributed across about 280 cities, as well two online follow-up studies. evaluate local severity impacts effectiveness O2O explore underlying mechanisms pandemic's...

How have social distancing restrictions influenced customers' uses of mobile applications ("apps") during the Covid-19 pandemic? In this research, we examine a proprietary data set that contains usage information from around 280 apps between January 2019 and July 2020 in 30 major Chinese cities. We find effect policy on number active users depends nature app. Using regression discontinuity time (RDiT), increased by an average 21% across all apps. stratify two primary app categories: Life...