Peijian Song

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Keywords: Advertising effectiveness Empirical research Field study Information goods Online advertising Product integration Quasi-experiment a b s t r a c t With a substantial amount of resources being spent on online advertising, examining the effectiveness of online advertising is now an important subject for scholarly investigation. Cross-product(More)
This paper explores the diffusion of competitive Internet technology products in the context of competition between local and multinational corporations as well as how the diffusive interactions between technologies affect their dominance in electronic markets. Drawing on existing theories of innovation diffusion, and competitive dynamics, the authors(More)