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Why Advertise on Short Video Platforms? Optimizing Online Advertising Using Advertisement Quality
16 references·1 citing·40 second hopsampled
Why Advertise on Short Video Platforms? Optimizing Online Advertising Using Advertisement Quality (2022)Why Advertise on Short Video Platforms? O…Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization (2014)Why smartphone advertising at…Information and two-sided platform profits (2014)Information and two-sided pla…Architectural Leverage: Putting Platforms in Context (2014)Architectural Leverage: Putti…Platform competition: Strategic trade‐offs in platform markets (2013)Platform competition: Strateg…Piracy in a two-sided software market (2013)Piracy in a two-sided softwar…First-Party Content and Coordination in Two-Sided Markets (2012)First-Party Content and Coord…Content vs. Advertising: The Impact of Competition on Media Firm Strategy (2008)Content vs. Advertising: The …A Two-Sided, Empirical Model of Television Advertising and Viewing Markets (2008)A Two-Sided, Empirical Model …Internet Advertising and the Generalized Second-Price Auction: Selling Billions of Dollars Worth of Keywords (2007)Internet Advertising and the …Estimating market power in a two‐sided market: The case of newspapers (2007)Estimating market power in a …Two-Sided Competition of Proprietary vs. Open Source Technology Platforms and the Implications for the Software Industry (2006)Two-Sided Competition of Prop…Position auctions (2006)Position auctionsCompetition in two-sided markets (2006)Competition in two-sided mark…Two-Sided Network Effects: A Theory of Information Product Design (2005)Two-Sided Network Effects: A …Platform Competition in Two-Sided Markets (2003)Platform Competition in Two-S…Chicken & Egg: Competition among Intermediation Service Providers (2003)Chicken & Egg: Competition am…Short video channel strategy for restaurants in the platform service supply chain (2024)Short video channel strategy …Contestable Markets and the Theory of Industry Structure (1982)Network Externalities, Competition, and Compatibility (1985)Towards a Theory of Ecosystems (2018)The Problem of Social Cost (1960)Competing Technologies, Increasing Returns, and Lock-In by Historical Events (1989)Industry Platforms and Ecosystem Innovation (2013)Financial Intermediation and Delegated Monitoring (1984)Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research (1975)Evaluating Structural Equation Models with Unobservable Variables and Measurement Error (1981)Consumer perceived value: The development of a multiple item scale (2001)How smartphone advertising influences consumers' purchase intention (2018)Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail (2020)Setting the future of digital and social media marketing research: Perspectives and research propositions (2020)The Market for "Lemons": Quality Uncertainty and the Market Mechanism (1970)Competitive advantage, creating and sustaining superior performance (1985)PORTER, Competitive advantage, creating and sustaining superior performance (1985)Networks, platforms, and strategy: Emerging views and next steps (2016)A Critical Assessment of Business Model Research (2017)Two-sided markets: a progress report (2006)Business models and dynamic capabilities (2017)Firm Resources and Sustained Competitive Advantage (1991)Dynamic capabilities and strategic management (1997)Cochrane Handbook for Systematic Reviews of Interventions (2008)Digital affordances, spatial affordances, and the genesis of entrepreneurial ecosystems (2017)The Digital Platform: A Research Agenda (2017)Digital transformation: A multidisciplinary reflection and research agenda (2019)COUNTERSPECULATION, AUCTIONS, AND COMPETITIVE SEALED TENDERS (1961)Multipart pricing of public goods (1971)Incentives in Teams (1973)Matching with Contracts (2005)Multiagent systems: algorithmic, game-theoretic, and logical foundations (2009)Digital Economics (2019)Systems Competition and Network Effects (1994)Open Platform Strategies and Innovation: Granting Access vs. Devolving Control (2010)Business model innovation and competitive imitation: The case of sponsor‐based business models (2012)The assignment game I: The core (1971)Multi-Item Auctions (1986)Combinatorial Auctions (2005)The Online Advertising Industry: Economics, Evolution, and Privacy (2009)Third-Party Web Tracking: Policy and Technology (2012)
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References

  • 2003Platform Competition in Two-Sided Markets5,648 cited
  • 2006Competition in two-sided markets3,379 cited
  • 2003Chicken & Egg: Competition among Intermediation Service Providers1,798 cited
  • 2007Internet Advertising and the Generalized Second-Price Auction: Selling Billions of Dollars Worth of Keywords1,743 cited
  • 2005Two-Sided Network Effects: A Theory of Information Product Design1,706 cited
  • 2006Position auctions808 cited
  • 2013Platform competition: Strategic trade‐offs in platform markets776 cited
  • 2014Architectural Leverage: Putting Platforms in Context641 cited
  • 2006Two-Sided Competition of Proprietary vs. Open Source Technology Platforms and the Implications for the Software Industry519 cited
  • 2014Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization511 cited
  • 2008A Two-Sided, Empirical Model of Television Advertising and Viewing Markets342 cited
  • 2012First-Party Content and Coordination in Two-Sided Markets298 cited
  • 2007Estimating market power in a two‐sided market: The case of newspapers223 cited
  • 2014Information and two-sided platform profits191 cited
  • 2008Content vs. Advertising: The Impact of Competition on Media Firm Strategy

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183 cited
  • 2013Piracy in a two-sided software market148 cited
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    • 2024Short video channel strategy for restaurants in the platform service supply chain14 cited