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Network Effects and Personal Influences: The Diffusion of an Online Social Network
This article discusses the diffusion process in an online social network given the individual connections between members. The authors model the adoption decision of individuals as a binary choice…
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"Bricks and Clicks": The Impact of Product Returns on the Strategies of Multichannel Retailers
TLDR
Competing retailers that can operate dual channels “bricks and clicks” are studied and it is obtained that when differentiation among competing retailers is not too high, having an online channel can actually increase investment in store assistance levels and decrease profits.
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The Role of Search Engine Optimization in Search Marketing
TLDR
Although SEO can improve consumer welfare and the payoff of high-quality sites, it is found that the search engine's revenues are typically lower when advertisers spend more on SEO and thus less on sponsored links.
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Network Formation and the Structure of the Commercial World Wide Web
We model the commercial World Wide Web as a directed graph that emerges as the equilibrium of a game in which utility maximizing websites purchase (advertising) in-links from each other while also…
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Inefficiencies in Digital Advertising Markets
Digital advertising markets are growing and attracting increased scrutiny. This article explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and…
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The Race for Sponsored Links: Bidding Patterns for Search Advertising
TLDR
It is found that both of these special aspects of search advertising have a significant effect on sites' bidding behavior and the equilibrium prices of sponsored links, which shed light on the seemingly random order of sites on search engines' list ofsponsored links and their variation over time.
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Media, Aggregators, and the Link Economy: Strategic Hyperlink Formation in Content Networks
TLDR
This section provides a formal micro-model of a process that provides justi cation for the assumptions of how consumers select their anchor node and considers the possibility that some consumers may switch their anchor nodes when encountering a link to a higher quality site.
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Maersk Line: B2B Social Media—“It's Communication, Not Marketing”
The case describes the launch of a social media platform by the largest container shipping company in the world Maersk Line garnered over 1 million fans on Facebook, 40,000 followers on Twitter, and…
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On the Capital Market Consequences of Alternative Data: Evidence from Outer Space
We study the emergence of satellite imagery of parking lot traffic across major retailers as a source of alternative data in capital markets. While satellite imagery signals embed timely information…
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Category Activation Model: A Spreading Activation Network Model of Subcategory Positioning When Categorization Uncertainty Is High
TLDR
The results of two studies are reported that support the hypothesis that the probability that an individual will position a new category subordinate to a particular category i is proportional to the relative number of categories that are already subordinate to i.
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