Monetizing Online Marketplaces

Hana Choi · Carl F. Mela

46 citations0/0 files storedMarketing Science

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Consumer Market Behavior and Pricing Digital Platforms and Economics Auction Theory and Applications

Abstract

This paper considers product-ranking and ad-pricing mechanisms for online marketplaces by modeling both consumer search (browsing, clicking, and purchase) and seller advertising behaviors.

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References

1961The Economics of Information 1998Income and Wealth Heterogeneity in the Macroeconomy 1983A Logit Model of Brand Choice Calibrated on Scanner Data 2007Internet Advertising and the Generalized Second-Price Auction: Selling Billions of Dollars Worth of Keywords 1989A Probabilistic Choice Model for Market Segmentation and Elasticity Structure 1988Impact of Sales Promotions on When, What, and How Much to Buy 2011Designing Ranking Systems for Hotels on Travel Search Engines by Mining User-Generated and Crowd-Sourced Content 2012Testing Models of Consumer Search Using Data on Web Browsing and Purchasing Behavior

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2024The impact of advertising and product quality on sales mode choice in the presence of private label 2022Smart and Sentient Retail High Streets 2021Competing for Recommendations: The Strategic Impact of Personalized Product Recommendations in Online Marketplaces 2023Sourcing for online marketplaces with demand and price uncertainty

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