This book presents an assessment of the forms and range of consumer behaviour manipulation through information asymmetry in online advertising and explores the possible causes, forms and effects. The work offers a new approach to the role of advertising in the digital world, especially its forms and impact strategies.
This book presents an assessment of the forms and range of consumer behaviour manipulation through information asymmetry in online advertising and explores the possible causes, forms and effects. The work offers a new approach to the role of advertising in the digital world, especially its forms and impact strategies.
Jan W. Wiktor is a Full Professor of Economic Sciences in the Department of Marketing, College of Management Sciences and Quality at Cracow University of Economics (CUE). His research interests include marketing management, marketing communication, international marketing, euromarketing, and international management. He is the head of CUE's Department of Marketing, member of the University Council, chairman of the Advisory Board of the Polish Scientific Marketing Association, member of the Committee for Organizational and Management Sciences of the Polish Academy of Sciences (PAN) and the Commission for Economic Sciences of the Polish Academy of Learning (PAU). Katarzyna Sanak-Kosmowska holds a PhD in Economics and is Assistant Professor in the Department of Marketing, College of Management Sciences and Quality at Cracow University of Economics. Her research interests include online marketing communication, the psychology of consumer behaviour, and advertising. She is a member of the American Marketing Association, member of the International Association of Researchers and Scientists in Latvia, member of the Polish Scientific Marketing Association, and member of the Spokespersons for Science Association.
Inhaltsangabe
Introduction PART I THEORETICAL FRAMEWORK - ONLINE ADVERTISING, INFORMATION ASYMMETRY, MANIPULATION 1. Online advertising: characteristics, functions and forms of advertising in a digital world 2. The causes and consequences of information asymmetry in online advertising 3. Manipulation in online advertising: identifiers and mechanism of influencing e-consumers 4. Research objectives and hypotheses PART II RESEARCH RESULTS - INFORMATION ASYMMETRY AND THE WORLD OF MANIPULATION IN ONLINE ADVERTISING 5. Moral hazard in online advertising strategies and firms' attitudes towards it 6. Adverse selection in light of the research of declaratory recipients of ads (e-consumers) PART III MANAGERIAL AND THEORETICAL IMPLICATIONS 7. Implications of the research findings 8. Moral hazard as a challenge for contemporary firms 9. Trends in further research into information asymmetry in online advertising and the manipulation of e-consumer behaviour SUMMARY Index
Introduction PART I THEORETICAL FRAMEWORK - ONLINE ADVERTISING, INFORMATION ASYMMETRY, MANIPULATION 1. Online advertising: characteristics, functions and forms of advertising in a digital world 2. The causes and consequences of information asymmetry in online advertising 3. Manipulation in online advertising: identifiers and mechanism of influencing e-consumers 4. Research objectives and hypotheses PART II RESEARCH RESULTS - INFORMATION ASYMMETRY AND THE WORLD OF MANIPULATION IN ONLINE ADVERTISING 5. Moral hazard in online advertising strategies and firms' attitudes towards it 6. Adverse selection in light of the research of declaratory recipients of ads (e-consumers) PART III MANAGERIAL AND THEORETICAL IMPLICATIONS 7. Implications of the research findings 8. Moral hazard as a challenge for contemporary firms 9. Trends in further research into information asymmetry in online advertising and the manipulation of e-consumer behaviour SUMMARY Index
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