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1 – 10 of 40
Article
Publication date: 25 January 2013

Kwanho Kim, Beom‐Suk Chung, Jae‐Yoon Jung and Jonghun Park

Revenue maximization through improving click‐throughs is of great importance for price comparison shopping services (PCSSs) whose revenues directly depend on the number of…

Abstract

Purpose

Revenue maximization through improving click‐throughs is of great importance for price comparison shopping services (PCSSs) whose revenues directly depend on the number of click‐throughs of items in their itemsets. The purpose of this paper is to present an approach aiming to maximize the revenue of a PCSS by proposing effective itemset construction methods that can maximize the click‐throughs.

Design/methodology/approach

The authors suggest three itemset construction methods, namely naïve method (NM), exhaustive method (EM), and local update method (LM). Specifically, NM searches for the best itemset for an item in terms of textual similarity between an item and an itemset, while EM produces the best itemset for each item for maximizing click‐throughs by considering all the possible memberships of the item. Finally, through combining NM and EM, the authors propose an LM that attempts to improve click‐throughs by locally updating the memberships of items according to their ranks in each itemset.

Findings

Through evaluation of the proposed methods based on a real‐world dataset, it has been found that improvement of click‐throughs is small when itemsets are constructed by using the textual similarity alone. However, significant improvement in the number of click‐throughs was achieved when considering items' membership updates dynamically.

Originality/value

Unlike the previous studies that mainly focus on the textual similarity, the authors attempt to maximize the revenue through constructing itemsets that can result in more click‐throughs. By using the proposed methods, it is expected that PCSSs will be able to automatically construct itemsets that can maximize their revenues without the need for manual task.

Article
Publication date: 2 September 2014

Rainer Olbrich and Carsten D. Schultz

The study contributes to our understanding of search engine advertising in two main ways. Firstly, we analyze the comparative effectiveness of its campaign parameters. Secondly…

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Abstract

Purpose

The study contributes to our understanding of search engine advertising in two main ways. Firstly, we analyze the comparative effectiveness of its campaign parameters. Secondly, we examine the effect of print advertising on search engine advertising

Design/methodology/approach

Based on advertising data for a three-year period, we test the hypotheses by means of a path model with the aid of partial least squares.

Findings

The advertising budget and the degree of keyword matching yield the greatest effect on the number of signed contracts. The click-through rate and the bid amount contribute, to a lesser extent, to explaining this financial target variance. The number of keywords had no significant effect. The study did not yield significant evidence of print advertising, directly affecting the number of search engine advertisement impressions, but showed an indirect effect of print advertising on the number of conversions, induced directly by search engine advertising.

Research limitations/implications

The multichannel relationship of print and search engine advertising, including its campaign parameters, provides a starting point for future research to provide a coherent methodology for capturing the necessary data, processing the underlying information and evaluating the advertising effects.

Practical implications

The multichannel effect needs to be quantified and taken into account when evaluating print advertising and search advertising campaigns and the future advertising mix is planned.

Originality/value

The study extends the field of search engine advertising in the direction of multichannel effects. In comparison to previous research, empirical evidence on the multichannel usage of print advertising and search engine advertising, related to an overall economic target, is provided.

Details

European Journal of Marketing, vol. 48 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 23 October 2018

Duen-Ren Liu, Yu-Shan Liao, Ya-Han Chung and Kuan-Yu Chen

Online advertisement brings huge revenue to many websites. There are many types of online advertisement; this paper aims to focus on the online banner ads which are usually placed…

Abstract

Purpose

Online advertisement brings huge revenue to many websites. There are many types of online advertisement; this paper aims to focus on the online banner ads which are usually placed in a particular news website. The investigated news website adopts a pay-per-ad payment model, where the advertisers are charged when they rent a banner from the website during a particular period. In this payment model, the website needs to ensure that the ad pushed frequency of each ad on the banner is similar. Under such advertisement push rules, an ad-recommendation mechanism considering ad push fairness is required.

Design/methodology/approach

The authors proposed a novel ad recommendation method that considers both ad-push fairness and personal interests. The authors take every ad’s exposure time into consideration and investigate users’ three different usage experiences in the website to identify the main factors affecting the interests of users. Online ad recommendation is conducted on the investigated news website.

Findings

The results of the experiments show that the proposed approach performs better than the traditional approach. This method can not only enhance the average click rate of all ads in the website but also ensure reasonable fairness of exposure frequency of each ad. The online experiment results demonstrate the effectiveness of this approach.

Originality/value

Existing researches had not considered both the advertisement recommendation and ad-push fairness together. With the proposed novel ad recommendation model, the authors can improve the ad click-through rate of ads with reasonable push fairness. The website provider can thereby increase the commercial value of advertising and user satisfaction.

Details

Kybernetes, vol. 48 no. 8
Type: Research Article
ISSN: 0368-492X

Keywords

Book part
Publication date: 4 August 2008

M. Bonacchi, M. Ferrari and M. Pellegrini

The aim of this chapter is to develop a performance measurement framework for understanding the relationships among drivers of customer profitability in internet companies.We…

Abstract

The aim of this chapter is to develop a performance measurement framework for understanding the relationships among drivers of customer profitability in internet companies.

We recognize an opportunity to improve management control systems for internet companies, where performance measurement systems currently focus on measuring web data, such as number of customers, cost of service, cost of acquisition (CoA), and churn rate. However these indicators, taken separately, do not provide useful information to make decisions.

To fill this gap we developed a framework, which we designate as the Lifetime Value Scorecard, to investigate the relationships between customer data and financial data, providing an early indication as to whether or not the marketing strategies being implemented are successful. We then offer an application of the Lifetime Value Scorecard to the mobile value-added services industry, where content and services are provided to consumer cell phones, mainly using wireless networks.

Details

Performance Measurement and Management Control: Measuring and Rewarding Performance
Type: Book
ISBN: 978-1-84950-571-0

Article
Publication date: 28 February 2023

Shixuan Fu, Xusen Cheng, Anil Bilgihan and Fevzi Okumus

Images and caption descriptions serve as important visual stimuli that influence consumer preferences; therefore, the current study focuses on property images and captions…

Abstract

Purpose

Images and caption descriptions serve as important visual stimuli that influence consumer preferences; therefore, the current study focuses on property images and captions illustrated on the home pages of accommodation-sharing platforms. Specifically, this study investigates the relative importance of hue, brightness and saturation of a property image and caption description styles on potential consumers’ preferences.

Design/methodology/approach

A mixed-method approach was used, and a total of 293 valid responses were collected through a discrete choice experiment approach. Interviews were conducted for additional analyses to explore the detailed explanations.

Findings

The utility model demonstrated that the image’s saturation was the most critical attribute perceived by the respondents, followed by caption description style, hue and brightness.

Originality/value

This is one of the first studies to investigate the display of attributes on a digital accommodation platform by exploring potential customers’ stated preferences. This study focuses explicitly on images and captions illustrated on the home page of an accommodation booking platform. Detailed image investigation is also a new research area in sharing economy-related research.

Details

Internet Research, vol. 34 no. 2
Type: Research Article
ISSN: 1066-2243

Keywords

Book part
Publication date: 27 September 2021

Ben B. Beck, J. Andrew Petersen and Rajkumar Venkatesan

Allocating budget optimally to marketing channels is an increasingly difficult venture. This difficulty is compounded by an increase in the number of marketing channels, a rise in…

Abstract

Allocating budget optimally to marketing channels is an increasingly difficult venture. This difficulty is compounded by an increase in the number of marketing channels, a rise in siloed data between marketing technologies, and a decrease in individually identifiable data due to legislated privacy policies. The authors explore the rich attribution modeling literature and discuss the different model types and approaches previously used by practitioners and researchers. They also investigate the changing landscape of marketing attribution, discuss the advantages and disadvantages of different data handling approaches (i.e., aggregate vs. individualistic data), and present a research agenda for future attribution research.

Details

Marketing Accountability for Marketing and Non-marketing Outcomes
Type: Book
ISBN: 978-1-83867-563-9

Keywords

Book part
Publication date: 15 April 2020

Yu-Wei Hsieh and Matthew Shum

The authors propose an Markov Chain Monte Carlo (MCMC) method for estimating a class of linear sum assignment problems (LSAP; the discrete case of the optimal transport problems)…

Abstract

The authors propose an Markov Chain Monte Carlo (MCMC) method for estimating a class of linear sum assignment problems (LSAP; the discrete case of the optimal transport problems). Prominent examples include multi-item auctions and mergers in industrial organizations. This contribution is to decompose the joint likelihood of the allocation and prices by exploiting the primal and dual linear programming formulation of the underlying LSAP. Our decomposition, coupled with the data augmentation technique, leads to an MCMC sampler without a repeated model-solving phase.

Article
Publication date: 1 March 2017

Staci M. Zavattaro and Daniel L. Fay

State-sponsored lotteries are adopted to raise funds for state programs. As such, there is a public mission within these organizations; however, most operate like private…

Abstract

State-sponsored lotteries are adopted to raise funds for state programs. As such, there is a public mission within these organizations; however, most operate like private companies, thus shifting the organizational ethos to profit maximization. Much research on social media focuses on federal and local government agencies. In this paper, we explore the role of social media in lottery program marketing. Through an analysis of random lotteries on Facebook, Twitter, YouTube, and Instagram, we find: 1) a focus on aspirational marketing to promote the lottery as a business entity through its products and 2) increased dialogue with followers (i.e. customers) compared to other public agencies. This is a shift in how public organizations traditionally use the social tools, showing there can be a balance between marketing and dialogue.

Details

International Journal of Organization Theory & Behavior, vol. 20 no. 1
Type: Research Article
ISSN: 1093-4537

Book part
Publication date: 23 August 2011

Matthew E. Sarkees and Ryan Luchs

Purpose – This chapter explores the basic characteristics of stochastic frontier estimation, discusses advantages of the method that make it conducive to research in international…

Abstract

Purpose – This chapter explores the basic characteristics of stochastic frontier estimation, discusses advantages of the method that make it conducive to research in international marketing, and provides an application to demonstrate its use. Potential applications in international marketing research are also discussed.

Methodology – Stochastic Frontier Estimation.

Findings – Stochastic frontier estimation models, prevalent in other fields, are very limited in the international marketing literature. Many potential opportunities exist for its use in the context of international marketing.

Originality/value of paper – The intent of this chapter is to show that stochastic frontier estimation is a potentially valuable tool for international marketing research. We show this by demonstrating the use of the tool and by providing examples of potential research studies.

Details

Measurement and Research Methods in International Marketing
Type: Book
ISBN: 978-1-78052-095-7

Keywords

Open Access
Article
Publication date: 24 January 2022

Yu Xiang

This paper aims to examine the recommendation system of the video-sharing website YouTube to study how control of users is effected on online platforms.

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Abstract

Purpose

This paper aims to examine the recommendation system of the video-sharing website YouTube to study how control of users is effected on online platforms.

Design/methodology/approach

This paper conceptualises algorithmic systems as protocols – technological and social infrastructures that both facilitate and govern interactions between autonomous actors (Galloway and Thacker, 2004, 2007). It adopts a netnographic approach (Kozinets, 2002) to study not only the formal, technological systems of the platform but also the systems as they were made sense of, understood and enacted upon by actors. It relies both on information as revealed by the organisation itself, as well as discussions between lay users in online forums and press coverage.

Findings

The results of this study indicate that the ways in which platforms selectively facilitate interactions between users constitute a form of control. While maintaining the appearance of an open and neutral marketplace, interactions on the platform are in fact highly structured. The system relies on the surveillance of user interactions to rapidly identify and propagate marketable contents, so as to maximise user “engagement” and ad revenue. The systems place few demands or restrictions on individual users, instead control is effected in a probabilistic fashion, over the population of users as a whole, so as to, in aggregate, accomplish organisational goal.

Originality/value

This paper contributes to the literature on accounting and control practices in online spaces, by extending the notion of control beyond overt rankings and evaluations, to the underlying technical and social infrastructures that facilitate and shape interactions.

Details

Qualitative Research in Accounting & Management, vol. 19 no. 3
Type: Research Article
ISSN: 1176-6093

Keywords

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