The purpose of this study has been concretized in terms of impact of mobileadvertising on the purchase decision of the consumer and aimed to answer toresearch questions: which is the underlying structure of criteria in mobileadvertising? And which criteria are important for consumers in evaluatingmobile advertising? A sample of consumers in Taiwan was surveyed and usingfuzzy judgment to determi...

Advertising appeal plays a significant role in the execution of advertising. In service advertising, they are of more importance because of the peculiar characteristics of services. This study attempts to investigate the impact of emotional and rational appeal on service advertising. This study also studies the impact of typology of service as a moderating variable in the relation of advertisin...

In paid search advertising on Internet, advertisers bid for specific keywords. Consumer involvement affects a consumer’s purchase intention. However, there has been no research on selecting keywords in paid search advertising depending on consumer involvement from the advertisers’ perspective. Our paper investigates the effects of several factors including impressions, click-through rate, conve...

The Web presents a rich and powerful tool for aggregation of consumer information. A flurry of recent articles in the popular press has documented aggressive manipulation of such information by some companies for the purposes of targeted advertising. While advertisers tout the economic and social benefits of such advertising, consumer privacy groups have expressed grave concerns about its poten...

The aim of the study of the Assessment and evaluation of citizen's views on the impact of commercial television advertising on consumer behavior (Case Study: Ardebil city). This research will be done by a descriptive- Scrolling method and In terms of purpose, it is an applied type. The instrument for collecting data was A researcher-made questionnaire that includes elements of cultural factors,...

Mobile services have rapidly become an important way for consumers to communicate, encounter services and exchange information. Marketers are increasingly using this channel for brand related advertising communications. However they have found that consumers are reluctant to try and adopt new mobile services and/or other products/services in response to advertising, unless the consumer has esta...

This paper studies targeted advertising in two sided markets. Two platforms, with different targeting abilities, compete for single-homing consumers, while advertising firms are multi-homing. We show that the platform with a higher targeting ability will attract more consumers and have more advertising firms. When the targeting ability of either platform increases, all consumers benefit as they...

the purpose of this study has been concretized in terms of impact of mobileadvertising on the purchase decision of the consumer and aimed to answer toresearch questions: which is the underlying structure of criteria in mobileadvertising? and which criteria are important for consumers in evaluatingmobile advertising? a sample of consumers in taiwan was surveyed and usingfuzzy judgment to determi...

The online, direct-to-consumer (DTC) medical marketplace is proliferating more rapidly than regulation is evolving to ensure proper patient safety and public health controls. Along with this growing body of unrestrained medical testing and pharmaceuticals offered DTC online, most types of insulin and insulin administration products may now be purchased without prescriptions or physician guidanc...

The yet-unrealized potential for more "personalized" Direct-to-Consumer (DTC) tests to fundamentally alter the practice and economics of healthcare is undeniable. However, there are also many challenges to be met, including the herculean task of ensuring that the information provided by such tests is scientifically sound and, ideally, medically actionable. We consider recent events in DTC testi...