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作者：Mehta, Sameer; Dawande, Milind; Janakiraman, Ganesh; Mookerjee, Vijay
作者单位：University of Texas System; University of Texas Dallas
摘要：In the mobile advertising ecosystem, the role of ad exchanges to match advertisers and publishers has grown significantly over the past few years. At a mobile ad exchange, impressions (i.e., opportunities to display ads) are sold to advertisers in real time through an auction mechanism. The traditional mechanism selects a single advertiser whose ad is displayed over the entire duration of an impression, that is, throughout the user's visit. We argue that such a mechanism leads to an allocative...
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作者：Al-Natour, Sameh; Cavusoglu, Hasan; Benbasat, Izak; Aleem, Usman
作者单位：Toronto Metropolitan University; University of British Columbia
摘要：When using digital goods that extensively collect user information, privacy uncertainty, which is consumers' difficulty in assessing the privacy of the data they entrust to others, is a major concern. We extend the existing literature on uncertainty in online marketplaces by incorporating privacy uncertainty, and we distinguish among three subdimensions of privacy uncertainty-namely collection, use, and protection. We subsequently theorize and empirically test the antecedents and consequences ...
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作者：Li, Manqi (Maggie); Huang, Yan; Sinha, Amitabh
作者单位：University of Michigan System; University of Michigan; Carnegie Mellon University; Amazon.com
摘要：In this paper, we propose a two-step data analytic approach to the promotion planning for paid mobile applications (apps). In the first step, we use historical sales data to empirically estimate the app demand model and quantify the effect of price promotions on download volume. The estimation results reveal two interesting characteristics of the relationship between price promotion and download volume of mobile apps: (1) the magnitude of the direct immediate promotion effect is changing withi...
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作者：Choi, Hana; Mela, Carl F.; Balseiro, Santiago R.; Leary, Adam
作者单位：University of Rochester; Duke University; Columbia University
摘要：This paper summarizes the display advertising literature, organizing the content by the agents in the display advertising ecosystem, and proposes new research directions. In doing so, we take an interdisciplinary view, drawing connections among diverse streams of theoretical and empirical research in information systems, marketing, economics, operations, and computer science. By providing an integrated view of the display advertising ecosystem, we hope to bring attention to the outstanding res...
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作者：Kumar, Subodha; Tan, Yinliang (Ricky); Wei, Lai
作者单位：Pennsylvania Commonwealth System of Higher Education (PCSHE); Temple University; Tulane University; Shanghai Jiao Tong University
摘要：Digital advertisements offer a full spectrum of behavioral customization for timing and content capabilities. The existing research in display advertising has predominantly concentrated on the content of advertising; however, our focus is on optimizing the timing of display advertising. In practice, users are constantly adjusting their engagement with content as they process new information continuously. The recent development of emotional tracking and wearable technologies allows platforms to...
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作者：Yang, Lusi; Wang, Zhiyi; Hahn, Jungpil
作者单位：University of Arizona; University of Colorado System; University of Colorado Boulder; National University of Singapore
摘要：Scarcity-based marketing strategies have been widely embraced to communicate the potential unavailability of an item to increase sales. Recently, a similar practice has been prevalently implemented in reward-based crowdfunding in the form of reward limits, whereby campaign creators restrict the number of backers for each reward tier. Whereas most current research has focused on the design strategies of crowdfunding campaigns, less attention has been paid to how campaign design implicates backe...
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作者：Liu, Xiaomo; Wang, G. Alan; Fan, Weiguo; Zhang, Zhongju
作者单位：Virginia Polytechnic Institute & State University; University of Iowa; Arizona State University; Arizona State University-Tempe
摘要：Online communities and social collaborative platforms have become an increasingly popular avenue for knowledge sharing and exchange. In these communities, users often engage in informal conversations responding to questions and answers, and over time, they produce a huge amount of highly unstructured and implicit knowledge. How to effectively manage the knowledge repository and identify useful solutions thus becomes a major challenge. In this study, we propose a novel text analytic framework t...
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作者：Krijestorac, Haris; Garg, Rajiv; Mahajan, Vijay
作者单位：University of Texas System; University of Texas Austin
摘要：To inform product release and distribution strategies, research has analyzed cross-market spillovers in new product adoption. However, models that examine these effects for digital and viral media are still evolving. Given resistance to advertising, firms often seek to promote their own viral content to boost brand awareness. However, a key shortcoming of virality is its ephemeral nature. To gain insight into sustaining virality, we develop a quasi-experimental approach that estimates the back...
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作者：Todri, Vilma; Ghose, Anindya; Singh, Param Vir
作者单位：Emory University; New York University; Carnegie Mellon University
摘要：Digital advertisers often harness technology-enabled advertising-scheduling strategies, such as ad repetition at the individual consumer level, in order to improve advertising effectiveness. However, such strategies might elicit annoyance in consumers as indicated by anecdotal evidence, such as the popularity of ad-blocking technologies. Our study captures this trade-off between effective and annoying display advertising. We propose a hidden Markov model that allows us to investigate both the ...
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作者：Saldanha, Terence J., V; Lee, Dongwon; Mithas, Sunil
作者单位：University System of Georgia; University of Georgia; Hong Kong University of Science & Technology; State University System of Florida; University of South Florida
摘要：When does information technology (IT)-business alignment matter most for leveraging IT investment for firm performance? Drawing on dynamic capabilities theory, we posit that firms that focus on IT-business alignment at the later stages (i.e., the IT delivery stage and IT change stage) of the IT lifecycle are better able to translate their IT investment into revenue than firms that focus on IT-business alignment at the early stage (i.e., IT investment planning stage) of the IT lifecycle. To tes...
