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Customer-intensive services refer to the service that a provider needs to invest in customers with high patience and experience. Within a certain rate range, the slower service rate and the longer service time, the higher customer’s utility; however, this may cause queue congestion. And the advertising of service provider will affect the revenue. The purpose of this paper is to investigate the effects of advertising on the optimal price, service rate and the optimal revenue of such service provider at different development stages.

This paper investigates the service strategies of service provider based on advertising effects. The authors first divide service provider into insufficient customers or sufficient customers according to the development stage, then analyze the impact of advertising at different stages. The authors focus on the formulation of the optimal price, service rate and the optimal revenue of service provider at different stages.

This paper finds that in the insufficient customers stage, the service provider’s strategy of “small profits but quick turnover” is conducive to quickly accumulating customers. With the development of service provider, the advertising indirectly increases the revenue of service provider by maintaining popularity. The result also shows that with the development of service provider, the initiative of such service market has gradually been mastered by service provider, from “buyer market” to “seller market.”

The finding provides an alternative explanation for the impact of advertising on service provider’s optimal strategies; it also solves the settings of service price and rate of customer-intensive service provider at different development stages. This study is essential to create the optimal revenue and solve supply–demand conflicts (such as doctor–patient conflict) between service provider and customers.

Extant research on comparative advertising has focused only on “market leader” comparisons (a brand targeting the market leader), whereas in the marketplace, “multi-brand” comparisons are more prevalent (Kalro et al., 2010). Moreover, most research focuses on direct comparisons only. Hence, this research aims to investigate the interplay between comparison ad strategy (“market leader”/“multi-brand” comparisons) and comparison ad format (direct/indirect comparisons) on the effectiveness of comparative advertising.

This paper uses four 2 × 2 fully crossed factorial designs (comparison ad format: direct vs indirect and comparison ad strategy: market leader vs multi brand) with established and new brands in two categories: powdered detergents and smart phones. All studies were conducted in metropolitan cities of India.

By and large, the experiments indicated that direct (indirect) comparisons lowered (heightened) perceived manipulative intent and enhanced (reduced) attitude-toward-the-ad for multi-brand (market leader) comparisons.

Findings suggest that when advertisers use comparative advertising, they may use direct ads when using multi-brand comparisons and use indirect ones when using market leader comparisons. It could also be argued that when advertisers use multi-brand comparisons because of fragmentation in the marketplace, they may directly compare against these multiple brands. When advertisers need to compare against a market leader, they may do so indirectly.

This research is among the first to investigate multi-brand comparisons that are widely used in the industry and that too in the context of both direct and indirect comparison formats.

The purpose of this paper is to model group advertising decisions, which are the collective decisions of every single advertiser within the set of advertisers who are competing in the same auction or vertical industry, and examine resulting market outcomes, via a proposed simulation framework named Experimental Platform for Search Engine Advertising (EXP-SEA) supporting experimental studies of collective behaviors in the context of search engine advertising.

The authors implement the EXP-SEA to validate the proposed simulation framework, also conduct three experimental studies on the aggregate impact of electronic word-of-mouth (eWOM), the competition level and strategic bidding behaviors. EXP-SEA supports heterogeneous participants, various auction mechanisms and also ranking and pricing algorithms.

Findings from the three experiments show that both the market profit and advertising indexes such as number of impressions and number of clicks are larger when the eWOM effect is present, meaning social media certainly has some effect on search engine advertising outcomes, the competition level has a monotonic increasing effect on the market performance, thus search engines have an incentive to encourage both the eWOM among search users and competition among advertisers, and given the market-level effect of the percentage of advertisers employing a dynamic greedy bidding strategy, there is a cut-off point for strategic bidding behaviors.

This is one of the first research works to explore collective group decisions and resulting phenomena in the complex context of search engine advertising via developing and validating a simulation framework that supports assessments of various advertising strategies and estimations of the impact of mechanisms on the search market.

Check-in based advertising is growing dramatically as the popularity of social media increases. The purpose of this paper is to explore which social cues are appropriate for check-in based advertising in social media based on media richness theory and how content effectiveness affects content generation intention based on achievement motivation theory.

A laboratory experiment was performed to evaluate the effects of social cue strategies on content effectiveness of attitude toward the ad and self-efficacy on recall. The influence of effectiveness on content generation intention are also measured in the experiment.

The results of a laboratory experiment indicated that a strategy of using plentiful social cues has high effectiveness as measured by the concept of attitude toward the ad. Content effectiveness measured by attitude toward the ad and self-efficacy on recall can directly affect user intentions to generating check-in based advertisements.

Although check-in based advertising is driven by the customers themselves rather than by the company, companies can encourage their customers to follow an appropriate check-in content generation strategy to improve effectiveness.

The findings of this study provide useful information for designing the content of social media designed to facilitate the promotion of products and companies in online marketing.

In theoretical contribution, this study integrates media richness theory and achievement motivation theory to explore how users intent to generate check-in advertising according to social cues effectiveness.

This paper aims to investigate the impact of Hofstede’s cultural factors on customers’ attitudes toward Facebook advertising through the moderating role of gender.

This study used the quantitative method and the research tool was a questionnaire, comprising 38 items, which was distributed in Jordan. A total of 404 correctly completed questionnaires were returned. In total, 187 of the respondents were women and 217 men. Multiple regression analysis was conducted to test the research hypotheses.

The results of the current study revealed that differences in each dimension have varied impacts on consumers’ attitudes. From the perspective of individualism, it appears that individualistic customers tend to make their own decisions and are less susceptible to influence from others. Also, uncertainty avoidance can negatively impact attitudes toward Facebook advertising due to a lack of trust. In addition, this study investigates differences in attitudes toward Facebook advertising based on gender. The null hypothesis test is statistically rejected and the alternate hypothesis test is statistically accepted for gender role as the moderating variable.

This is the first study that examines the impact of Hofstede’s cultural factors on customers’ attitudes toward Facebook advertising through the moderating role of gender in Jordan. Also, the study clarifies the importance of culture and gender differences as important factors affecting marketing strategy. Moreover, the study’s result can add more value to international companies to understand culture differences among customers with an international scope.

The purpose of this paper is to explore the operation strategies of a manufacturer who produces brown and green product simultaneously.

The authors establish three models to examine the joint decisions of pricing and advertising. Three advertising strategies are: non-advertising investment (NA), advertising investment for brown product (BA) and advertising investment for green product (GA).

The theoretical analysis shows that advertising investment can substantially increase the product greening level and manufacturer's profit. More importantly, we find that the GA strategy is more likely to be the best strategy as the advertising investment efficiency increases. The BA strategy is more likely to be preferred as the R&D cost increases. Finally, the modeling results are verified by numerical experiments, and more insights are obtained.

This paper considers the case in which a single manufacturer produces the brown and green product simultaneously. In fact, many manufacturers in the market produce brown and green product at the same time. Furthermore, in addition to advertising investment for brown product and green product, manufacturers can also invest in advertising for brands.

The paper contributes to the investigations on green production and advertising decisions of a manufacturer who produces brown and green products simultaneously.

This paper aims to examine the optimal promotion strategy of an e-retailer, who may advertise, or launch rebates initiative to encourage consumers' disseminating electronic word-of-mouth (eWOM) messages, with an aim to boost product sales.

This paper analyzes the decisions of the e-retailer in a two-period model, using utility function approach and backward induction method, and obtains the optimal solutions in four promotion strategies.

The study finds that rebate scheme greatly impacts the timing of advertising, and neither lower nor higher consumers' eWOM effort invariably benefits the retailer, rather, a medium level is the best choice for the retailer. When eWOM impact power is at a relatively high level, it can supplement advertising effect to attract more consumers' purchase. Otherwise, eWOM may counteract the role of advertising.

Different from the extant literature focusing on advertising or eWOM without rebates, the paper studies the issue of advertising and eWOM with rebates in two- period model which seldom addresses before the authors examine the optimal timing of advertising and eWOM with/without rebates in four promotion strategies i.e. the A-NE model the NE-A model the A-ER model and the ER-A model.

The purpose of this study is to examine cross-cultural differences in the use of visual tangible cues in local corporate Web sites of six nations.

A quantitative content analysis was used to obtain a numerically based summary of visual tangible cues utilized in 207 Web sites of global service corporations.

A clear pattern of differences was observed in the major visual functions (literal vs symbolic), the use of photographs vs illustrations and the utilization of interactive elements between two groups of nations. Eastern visuals tend to rely more on symbolic visuals performing association function, mixed use of photographs and illustrations and customer endorsement, whereas Western visuals are more likely to perform literal functions, use photographs and feature customer–employee interactions.

International services marketers who are planning a global campaign on the Web can benefit by using differentiated visual strategies, which reflect unique cultural characteristics of a target market.

This study adds a new contribution to an international account of Web services advertising in maintaining a comprehensive understanding of contemporary use of visual tangibles cues. It could benefit global services advertisers with both practical and theoretical implications, for no systematic studies have ever touched the visualization strategies on the Web.

Employs content analysis of advertisements for both products and services in 13 major newspapers. Seeks to understand how advertising information on service providers is integrated into service advertising strategy. Suggests that service advertising is far more likely than product advertising to contain information about contact people. Offers ways of improving the advertising strategy of service marketers.

This paper reviews and critiques the standardization debate in international advertising strategy. First, the paper identifies the standardization, adaptation and compromise schools of advertising including their advantages and disadvantages and then presents some of the contingency models with special focus on variables related to products, customer segments and organization. Then, a number of deficiencies in the academic literature as a whole are presented. The conclusion is that the preferred school of advertising is the compromise school, but that the continuum perspective is of little use to practitioners as they want to know what variables determine the position on the standardization continuum in their sector and whether the level of standardization is increasing or decreasing.