Web Advertising: Sexual Content on eBay
نویسندگان
چکیده
Trust is an essential ingredient for commercial success on the Web. “Shopping aggregator” websites such as eBay provide a mechanism for measuring trust in the vendor in the form of online shoppers' positive feedback ratings. This real-world experiment conducted on eBay demonstrates that although coupled with a very high trust rating, the inclusion of an explicitly sexual illustration in shopping aggregator gallery listings dramatically increases auction traffic but in most cases reduces the dollar amount of the winning auction bid, thereby lowering the return to the seller. Traffic increase but lower selling price resulted even for products that could arguably use a sexual appeal (although these products were targeted to women).
منابع مشابه
Liability for Trademark Infringement in Web 2.0 Era: Analysis of Legal Conundrum in Google and Ebay Cases
Many online entrepreneurs do not realize that they may be held legally liable for keywords they select during their marketing campaigns, especially if they correspond to registered or famous trade marks. The present contribution highlights some of the most important aspects of the Google and eBay cases that illustrate this problem. The European Court of Justice has recently ruled that a search ...
متن کاملConsumer Heterogeneity and Paid Search Effectiveness: A Large Scale Field Experiment∗
Internet advertising has been the fastest growing advertising channel in recent years with paid search ads comprising the bulk of this revenue. We present results from a series of largescale field experiments done at eBay that were designed to measure the causal effectiveness of paid search ads. Because search clicks and purchase behavior are correlated, we show that returns from paid search ar...
متن کاملConsumer Heterogeneity and Paid Search E↵ectiveness: A Large Scale Field Experiment
Internet advertising has been the fastest growing advertising channel in recent years with paid advertisements on search platforms (e.g., Google and Bing) comprising the bulk of this revenue. We present results from a series of large-scale field experiments done at eBay that are designed to detect the causal e↵ectiveness of paid search advertisements. Results show that brand-keyword ads have no...
متن کاملMessages in the Medium: An Experimental Investigation of Web Advertising Effectiveness and Attitudes toward Web Content
Although there is much practical interest in Web advertising as a component of marketing on the Internet, there is little theory or evidence about how it works in the context of Web content. This paper reports a laboratory experiment that examines the impact of advertising format (less or more intrusive), medium (print or Web) and Web content structure (linear or non-linear) on a broad range of...
متن کاملComputational Advertising: Techniques for Targeting Relevant Ads
Computational Advertising, popularly known as online advertising or Web advertising, refers to finding the most relevant ads matching a particular context on the Web. The context depends on the type of advertising and could mean – content where the ad is shown, the user who is viewing the ad or the social network of the user. Computational Advertising (CA) is a scientific sub-discipline at the ...
متن کامل