We leverage a temporary block of the Chinese microblogging platform Sina Weibo due to political events, to estimate the causal effect of online word-of-mouth content on product demand in the context of TV show viewership. Based on this source of exogenous variation, we estimate an elasticity of TV show ratings (market share in terms of viewership) with respect to the number of relevant comments...

Due to sheer volume of advertising stimuli and increasingly sophisticated consumer demands it’s not sufficient enough for marketers to build up a unique image of their brand. Even more they have to create a character behind their brand – a brand personality. Although the concept of brand personality is quite popular for existing brands across cultures the aim of this study is to address the res...

Beer advertising is a topic that has frequently attracted the attention of industrial organization economists. This update reviews major events, data trends, and research for each of three issues: (1) the importance of advertising and product differentiation for structural change in the brewing industry; (2) the manner and extent to which brewers can strategically alter market shares using adve...

CONSUMER CHOICES usually occur some time after exposure to advertisements; this is the case for mass media advertisements and also for direct-response advertisements, such as web advertisements, if the purchase response is not made instantaneously. It is possible that delayed choice may result from implicit brand awareness and brand attitude enhancement, without recall of the episodic advertisi...

Targeted online advertising now accounts for the largest share of the advertising market, beating out both TV and print ads. While targeted advertising can improve users’ online shopping experiences, it can also have negative effects. A plethora of recent work has found evidence that in some cases, ads may be discriminatory, leading certain groups of users to see better offers (e.g., job ads) b...