Research

Factoring Past Exposure in Display Advertising Targeting

November 19, 2012 Behavioural Targeting
Factoring Past Exposure in Display Advertising Targeting

This is the summary of an article by Neha Gupta. This paper demonstrates how past exposure and user interest plays a role in modelling user response. The model was tested over hundreds of real advertising campaigns. This joint model has also been found to target users better, in comparison to traditional targeting models. You can [...]

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Behavioral Intention in Internet Shopping

November 12, 2012 Behavioral Advertising
Behavioral Intention in Internet Shopping

This is the summary of an article by Seyed Alireza Mosavi, Mojtaba Kaveh and Mahnoosh Ghaedi. It develops a new model for investigating the effects of perceived behavioral control, attitude, and subjective norm on behavioral intention. It also goes through behavioral intention effects on word of mouth and purchase intention in the internet shopping context. [...]

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Online Marketing in Bangladesh

November 5, 2012 Behavioral Marketing
Online Marketing in Bangladesh

This is the summary of a behavioral targeting article by Kamrul Hassan, Abdul Momen, and Seyama Sultana. It provides an overview of the current condition of online marketing practice in Bangladesh. Also, it examines the role of four major parts of traditional marketing in the context of online marketing. You can get the pdf of [...]

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The Relationship Between Internet Marketing, Search Volume and Product Sales

October 28, 2012 Behavioral Marketing
The Relationship Between Internet Marketing, Search Volume and Product Sales

This is the summary of an article by Nicholas Lincoln, which argues that not all product’s sales revenues can be predicted by keyword search volume, citing various factors that come into play. It also states that there is no correlation between ad spending and sales revenue for the Apple iPod and the iPhone. You can [...]

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Targeting Individuals to Catalyze Collective Action in Social Networks

October 7, 2012 Behavioural Targeting
Targeting Individuals to Catalyze Collective Action in Social Networks

This is the summary of an article by Marco A. Janssen, which introduces a model to understand collective action in social networks. You can get the pdf of the original behavioral targeting article here: Targeting Individuals to Catalyze Collective Action in Social Networks.

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Contextual Targeting

September 30, 2012 Behavioral Advertising
Contextual Targeting

This is the summary of a behavioral targeting article by Kaifu Zhang and Zsolt Katona, which studies the strategic aspects of contextual advertising. You can get the pdf of the original behavioral targeting article here: Contextual Advertising.

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Expertise Matters: Privacy Perceptions and Practices in Response to Behavioral Targeting

September 23, 2012 Behavioural Targeting
Expertise Matters: Privacy Perceptions and Practices in Response to Behavioral Targeting

For advertisers, behavioral targeting is definitely useful. But that importance is not clear to some consumers. In fact, studies show that there is a huge difference between how users feel towards privacy and what they actually do in light of this concept. When it comes to behavioral targeting, it has been shown that consumers have [...]

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The Effect of Electronic Service Quality on Customers Behavioral Intentions

September 16, 2012 Behavioral Marketing
The Effect of Electronic Service Quality on Customers Behavioral Intentions

This is the summary of an article by Maliheh Teimouri, et al. You can get the pdf of the behavioral targeting article here: The Effect of Electronic Service Quality on Customers Behavioral Intentions.

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Large-Scale Behavioral Targeting with a Social Twist

September 8, 2012 Behavioural Targeting
Large-Scale Behavioral Targeting with a Social Twist

It is possible to relate an individual’s behavior and his or her social contacts. There are a few startup companies already using that strategy, and calling it social targeting. Advertising would be even more effective if social signals are used alongside behavioral targeting. This is the summary of a behavioral targeting study by Kun Liu [...]

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