Should a company bid on competitors' keywords in search engine advertising? Findings show that competitors can steal up to 20% of the focal brand's traffic, however, the “stolen” clicks are of low quality, with 42.6% of consumer returning to Bing in less than 30 seconds after clicking competitors’ ad (“quick back” event).
Financial well-being is fundamental to people's lives and key to their overall well-being. Stephanie Tully will present work that examines how “feeling poor” directs consumers' marketplace decisions.
Ayelet Israeli will demonstrate how minimum advertised price (MAP) policies enable manufacturers to effectively monitor and enforce their policies to protect their brands online.
The evolution of consumer expertise ("human capital") plays a crucial role in product diffusion. Yufeng Huang will present research that measures consumer expertise in digital camera usage and quantifies its impact on the adoption, usage, and switching decisions.
Marketers are spending more money on mobile search advertising, but consumers make most of their digital purchases on larger devices. Can mobile reap cross-device benefits?
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