Jan W. Wiktor, Katarzyna Sanak-Kosmowska

Information Asymmetry in Online Advertising (eBook, PDF)

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 230
• Erscheinungstermin: 30. September 2021
• Englisch
• ISBN-13: 9781000454031
• Artikelnr.: 62413819

Autorenporträt

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