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 through information asymmetry in online advertising and explores the possible causes, forms, and effects. The work offers a new approach to the role of advertising in the digital world, especially its forms and impact strategies.
The theoretical framework presented is based on issues related to online advertising, information asymmetry, and social manipulation. The book describes the ways in which these areas can be explored, and it presents the results of empirical studies. Empirical research allows for identifying companies’ moral hazard strategies and their consequences – e-consumers’ adverse selection. The research provides an empirical answer to the question: to what extent is advertising a transparent form of communication, and to what extent does it represent the world of manipulation?
Based on an interdisciplinary theoretical approach, empirical studies conducted by the authors, and theoretical and managerial implication, the book encourages its readers to find their own answers. Given the interdisciplinary nature of this work, it will be of interest to scholars and researchers within the fields of marketing, media and communication, economics, psychology, sociology, and ethics.
THEORETICAL FRAMEWORK - ONLINE ADVERTISING, INFORMATION ASYMMETRY, MANIPULATION
- Online advertising: characteristics, functions and forms of advertising in a digital world
- The causes and consequences of information asymmetry in online advertising
- Manipulation in online advertising: identifiers and mechanism of influencing e-consumers
- Research objectives and hypotheses
- Moral hazard in online advertising strategies and firms’ attitudes towards it
- Adverse selection in light of the research of declaratory recipients of ads (e-consumers)
- Implications of the research findings
- Moral hazard as a challenge for contemporary firms
- Trends in further research into information asymmetry in online advertising and the manipulation of e-consumer behaviour
RESEARCH RESULTS – INFORMATION ASYMMETRY AND THE WORLD OF MANIPULATION IN ONLINE ADVERTISING
MANAGERIAL AND THEORETICAL IMPLICATIONS