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Information Asymmetry in Online Advertising book cover

1st Edition

Information Asymmetry in Online Advertising

By Jan W. Wiktor, Katarzyna Sanak-Kosmowska Copyright 2021
230 Pages 57 B/W Illustrations
by Routledge

230 Pages 57 B/W Illustrations
by Routledge

230 Pages 57 B/W Illustrations
by Routledge
Also available as eBook on:
Advertising is a company’s major form of communication with the market; it is a component of the IMC system, having a special impact on the addressee, and is a form of persuasive communication affecting consumer behaviour. Advertising may reflect information asymmetry between an advertiser and recipients. This book presents an assessment of the forms and range of consumer behaviour manipulation... Read more

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

    5. 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)

    7. 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

Biography

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.

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