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Online Display Advertising: Targeting and Obtrusiveness
It is found that matching an ad to website content and increasing an ad's obtrusiveness independently increase purchase intent, however, in combination, these two strategies are ineffective.
Social Networks, Personalized Advertising, and Privacy Controls
- Catherine Tucker
- 1 October 2013
Internet users’ perceptions of control over their personal information affect how likely they are to click on online advertising on a social networking website, and the effectiveness of personalizing ad text with user-posted personal information relative to generic text is examined.
When Does Retargeting Work? Information Specificity in Online Advertising
Interestingly, the data suggest that dynamic retargeted ads are, on average, less effective than their generic equivalents, but when consumers exhibit browsing behavior that suggests their product preferences have evolved (e.g., visiting review websites), dynamic retTargeted ads no longer underperform.
Privacy Regulation and Online Advertising
It is found that, on average, display advertising became far less effective at changing stated purchase intent after the EU laws were enacted, relative to display advertising in other countries.
Privacy Protection and Technology Diffusion: The Case of Electronic Medical Records
It is found that state privacy regulation restricting hospital release of health information reduces aggregate EMR adoption by hospitals by more than 24%, and evidence is presented that suggests this is due to the suppression of network externalities.
Modeling social interactions: Identification, empirical methods and policy implications
Social interactions occur when agents in a network affect other agents’ choices directly, as opposed to via the intermediation of markets. The study of such interactions and the resultant outcomes…
Active Social Media Management: The Case of Health Care
Empirically it is shown that active social media management drives more user-generated content from an organization’s employees rather than from its clients, and that social media should not be funded or managed exclusively as a marketing function of the firm.
Electronic Companion: How Does Popularity Information Affect Choices? A Field Experiment
This Electronic Companion contains supporting materials for the paper: Tucker, Catherine and Juanjuan Zhang (2011), “How Does Popularity Information Affect Choices? A Field Experiment.”
Algorithmic bias? An empirical study into apparent gender-based discrimination in the display of STEM career ads
We explore data from a field test of how an algorithm delivered ads promoting job opportunities in the Science, Technology, Engineering and Math (STEM) fields. This ad was explicitly intended to be…
Can Health Care Information Technology Save Babies?
Using a 12-year county-level panel, it is found that a 10 percent increase in births that occur in hospitals with EMRs reduces neonatal mortality by 16 deaths per 100,000 live births.