nep-mkt New Economics Papers
on Marketing
Issue of 2016‒09‒25
six papers chosen by
João Carlos Correia Leitão
Universidade da Beira Interior

  1. A New Method of Measuring Online Media Advertising Effectiveness: Prospective Meta-Analysis in Marketing By Liberali, G.; Urban, G.L.; Dellaert, B.G.C.; Tucker, C.; Bart, Y.; Stremersch, S.
  2. The impact of asymmetric regulation on product bundling: The case of fixed broadband and mobile communications in Japan By Kuroda, Toshifumi; Ida, Takanori; Koguchi, Teppei
  3. Uncertainty mitigation in online ticketing purchase: The moderating effect of analytics information By Han, So Yeon; Chang, Younghoon; Siew Fan Wong Chang, Younghoon; Hon Qui Chong Siew Fan Wong Chang, Younghoon; Lee, Sangman
  4. Net neutrality principles and its impact on quality of experience based service differentiation in mobile networks By Martínez, Luis; Álvarez San-Jaime, Oscar; Markendahl, Jan
  6. La participation citoyenne comme approche innovante de co-création de valeur d'une ville. Le cas de la ville d'Alger By Aït-Yahia Ghidouche Kamila; Irma Kaawach; Faouzi Ghidouche

  1. By: Liberali, G.; Urban, G.L.; Dellaert, B.G.C.; Tucker, C.; Bart, Y.; Stremersch, S.
    Abstract: The authors introduce a new method, prospective meta-analysis in marketing (PMM), to estimate consumer response to online advertising on a large and adaptive scale. They illustrate their approach in a field study in the U.S., China and the Netherlands, covering equivalent ad content on social media, online video, display banner, and search engines. The authors tested a conceptual framework based on attention and engagement using a technological solution that allow them to observe participants browsing and clicking activity in depth from their own residences, offices, or places of choice to use the tested media platforms, e.g., Facebook, Weibo, Google, Baidu and others. The authors show how consumers respond differently to the same ad depending on how distant they are from purchase, and uncover which channels are most appropriate to which user at different stages of the funnel. They also show how engagement and attention strengthen consumer response to advertising. The authors show how PMM produces exploratory findings, confirmatory findings, and replications by systematically organizing the incremental exploration of complex phenomena with cycles of discovery and validation.
    Keywords: online advertising, field experiments, multichannel marketing, purchase funnel, meta- analysis
    Date: 2016–08–30
  2. By: Kuroda, Toshifumi; Ida, Takanori; Koguchi, Teppei
    Abstract: Product bundling may benefit or harm consumers dependingon the correlation betweenconsumer willingness to pay for the bundledgoods and the levels of market dominance of firms. We develop astructural demand model that allows for correlatedconsumer's willingness to pay and flexible complementarities/substitutabilities. We estimate thismodel using data fromthree surveys conducted bythe JapanMinistry of Internal Affairs and Communications. The estimation results show that fixed broadband and mobile communications are complements for theJapanese telecommunication incumbentbut ambiguousfor competitors. To assess the effect of asymmetric regulation on product bundling by the incumbent, we conduct a counterfactual analysis of a two-stage game where firms choose whether to set bundle discount or not to set for fixed-broadband and mobile communications at stage one and set prices at stage two. The subgame perfect Nash equilibrium ofthetwo-stage game with/without asymmetric regulation shows that mixed-bundling is the dominant strategy for the incumbent. To avoid cannibalization, the incumbent set large discounts for bundle and set high prices for separate goods. Along with high market dominance of the incumbent, this strategy decreases the consumer surplus by 18.8%. Under subgame perfect Nash equilibrium, thediffusion ratesof fixed broadband decreases from 88.9% to 88.0% andthe diffusion rates of mobile communications increases from 95.25 to 95.71%.We also find that pure bundling,asa toolfor leverage,is not a subgame perfect Nash equilibrium.
    Keywords: Fixed-to-mobile substitution,Bundles,Leverage,Discrete-Choice Model
    JEL: L96 D43
    Date: 2015
  3. By: Han, So Yeon; Chang, Younghoon; Siew Fan Wong Chang, Younghoon; Hon Qui Chong Siew Fan Wong Chang, Younghoon; Lee, Sangman
    Abstract: The process of purchasing air tickets is often hovered with much uncertainties. Such uncertainties are introduced by complex pricing strategies and algorithms used by airline companies which vary ticket price based on dates, time of purchase and different routes selected. In order to reduce perceived uncertainties among consumers, agents such as try to present analytics information to assist consumer decision-making. This study seeks to understand the effect of analytics information on consumers' perceived uncertainty and decision to purchase airline tickets. Survey data will be collected from online air ticket buyers. Structural equation modeling technique will be used to analyze the data. Based on the results, we will suggest academic and practical implications.
    Keywords: Business Analytics,Uncertainty Mitigation,Online ticket purchase,Trust,Perceived Behavioral Control,Information Quality
    Date: 2015
  4. By: Martínez, Luis; Álvarez San-Jaime, Oscar; Markendahl, Jan
    Abstract: The overall goal of the incorporation of QoE in the mobile networks deployment is related to optimizing end-user QoE, while making efficient use of network resources and maintaining a satisfied customer base that guarantees the commercial success of the provider's business model. However, the implementation of a QoE-based approach at the service provision, with the potential deployment of fast lanes for premium users, the prioritization of traffic, or the creation of user's categories, may affect the Net Neutrality principles. This paper presents an analysis of how the net neutrality principles will impact the implementation of QoE-based differentiation in the service provision at technical, business and market levels. We introduce a business model framed in the QoE-based differentiation approach analysing the implications of Net Neutrality in the proposed models.
    Keywords: Quality of Experience,Net Neutrality,Mobile Networks
    Date: 2015
  5. By: Tim W. Dornis (Leuphana University of Lueneburg, Germany); Thomas Wein (Leuphana University of Lueneburg, Germany)
    Abstract: Comparative advertising is a daily phenomenon in the modern landscape of commercial communication. Interestingly, however, a deep dichotomy exists between the American legal doctrine on comparative advertising and its European counterpart. Whereas American lawyers have cultivated a rather liberal stance, Europe has preserved its historical penchant for prohibiting comparative advertising. This divergence is puzzling when it concerns the handling of so-called imitation claims and product comparison lists, especially with respect to luxury perfumes and smell-alikes, or other exclusive products and their cheaper imitations. European lawmakers, pressured by the French perfume industry, have integrated a per se prohibition on imitation claims into the European Directive on Misleading and Comparative Advertising. On the other hand, in the US, there is virtually no restriction on imitation claims and comparison lists beyond the prevention of consumer confusion and deception. Indeed, the Lanham Act expressly excludes trademark dilution claims in cases of comparative advertising. To date, however, there has been no comprehensive economic analysis of this panorama. This article seeks to fill that gap. In conducting such an analysis, it reveals severe defects in both the American and European rules on comparative advertising. It also provides the basis for a more specific reconceptualization of the field and helps formulate a theoretical and practical framework for lawmaking and policymaking.
    Date: 2016–09
  6. By: Aït-Yahia Ghidouche Kamila (ENSM - Ecole nationale supérieure de management - pôle universitaire Koléa - Ecole nationale supérieure de management - pôle universitaire Koléa); Irma Kaawach (EHEC Algiers - Ecole des Hautes Etudes Commerciales of Algiers - Ecole des Hautes Etudes Commerciales of Algiers); Faouzi Ghidouche (EHEC Algiers - Ecole des Hautes Etudes Commerciales of Algiers - Ecole des Hautes Etudes Commerciales of Algiers)
    Abstract: This contribution is part of the research topic of service-dominant logic in marketing. It enables to understand the process of value co-creation in the case of territorial marketing. This research helps to have a better understanding of the citizen participation approach in the value co-creation, especially in a developing country (Algeria). Its results set up a better knowledge of the relations between citizens and territories, in a marketing practice point of view. Besides, this contribution provides tools for territorial managers to define co-creation strategies according to the motivations, skills and commitment of citizens. We display in this contribution the main results of an empirical study led with the citizens of the city of Algiers.
    Abstract: Cette recherche s’inscrit dans le courant de la logique de service dominant du marketing. Elle permet d’appréhender le processus de co-création de valeur dans le cas du marketing territorial. Elle vise à mieux comprendre l’approche de la participation citoyenne à la co-création de valeur, plus particulièrement dans le cas d’un pays en développement (l’Algérie). D’un point de vue académique, les réponses à notre problématique constituent un apport à la connaissance des relations entre les citoyens et les territoires, dans une logique de marketing. Sous l’angle managérial, l’objectif de cette contribution est d’aider les responsables des institutions territoriales à définir de manière plus éclairée la stratégie de co-création à mettre en place en tenant compte des motivations, des compétences et de l’engagement des citoyens. Nous avons exposé dans cette contribution les principaux résultats d’une étude empirique menée auprès des citoyens de la ville d’Alger.
    Keywords: Citizen participation,Dominant service logic,Algeria,participation citoyenne,logique de service dominant,co-création,Algérie
    Date: 2016–03–17

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