The purpose of this study is to design and explain the impact pattern of online advertising on actual purchasing (Case Study: Atieh Saba Holding). The study is qualitative based on the objective and data collection process. The population of the study were all marketing and sales experts at Atieh Saba Holding, and among these experts, 10 were selected as the sample. In this study, data were col...

We propose a new hierarchical model of online and offline advertising. This model incorporates within-media synergies and cross-media synergies and allows higher-order interactions among various media. We derive the optimal spending on each medium and the optimal total budget. We also develop three hypotheses on the effects of withinand across-media synergies on both the total budget and its al...

This commentary explores the implications of increased social media marketing by drug manufacturers, based on findings in Hyosun Kim’s article of the major themes in recent Food and Drug Administration (FDA) warning letters and notices of violation regarding online direct-to-consumer promotions of pharmaceuticals. Kim’s rigorous analysis of FDA letters over a 10-year span highlights a relative ...

Nowadays with the ever-increasing growth in social media platforms and the creation of different forms of online activism, the word known as “Campaign” has become a familiar and useful term in people’s everyday lives. Campaigns with all kinds of social aims especially using Hashtags are run on social media platforms by individuals, charities, NGOs, governments, municipalities and brand companie...

In the Korean movie industry, ancillary markets such as online VOD and DVD as opposed to the theater market have continuously decreased since 2005. A major reason for this, according to the researches on ancillary market, is the increase in online movie piracy. The focus of this research is to analyze the influences of utilitarian value and hedonic experiential value consumers feel when they se...

CONTEXT Efforts to promote organ donation have traditionally relied on mass-mediated or interpersonal communication to promote donor registration. Despite its popularity, the use of online media has yet to be carefully evaluated as a platform to promote organ donation. OBJECTIVE To describe results of an intervention to promote donor registration that relies solely on online media to communic...