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Platform advertising and targeted promotion: Paid or free? · Study

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ArticlePlatform advertising and targeted promotion: Paid or free?

Caixia Hao2022

Article2022

Platform advertising and targeted promotion: Paid or free?

Caixia Hao · Lei Yang

24 citations·0/0 files stored·Electronic Commerce Research and Applications

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Supply Chain and Inventory Management Consumer Market Behavior and Pricing Digital Platforms and Economics

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References

2011Online Display Advertising: Targeting and Obtrusiveness 2005The Targeting of Advertising 2015Personalized Online Advertising Effectiveness: The Interplay of What, When, and Where 2008Coordinating advertising and pricing in a manufacturer–retailer channel 2016Airbnb: Online targeted advertising, sense of power, and consumer decisions 2013Targeted advertising and advertising avoidance 2009A Hierarchical Marketing Communications Model of Online and Offline Media Synergies 2002An Analysis of Manufacturer‐Retailer Supply Chain Coordination in Cooperative Advertising*

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2024How to achieve targeted advertising with the e-commerce platform’s membership system?

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2018Targeted advertising by asymmetric firmsarticle · 8 shared references 2014Targeted Advertising in Magazine Markets and the Advent of the Internetarticle · 7 shared references 2018Target or Not? Endogenous Advertising Strategy Under Competitionarticle · 7 shared references 2024How to achieve targeted advertising with the e-commerce platform’s membership system?article · 7 shared references 2019Mobile Advertising and Traffic Conversion: The Effects of Front Traffic and Spatial Competitionarticle · 6 shared references 2019Distinct role of targeting precision of Internet-based targeted advertising in duopolistic e-business firms’ heterogeneous consumers marketarticle · 6 shared references

Details

Year2022

Typearticle

Published2022-07-16

VenueElectronic Commerce Research and Applications

ISSN-L1567-4223

Languageen

Citations24

Files0 public / 0

ShelfSupply Chain and Inventory Management

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doi10.1016/j.elerap.2022.101178

openalex_workW4285601892

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