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Information Asymmetry in Online Advertising (Hardcover)
Loot Price: R4,144
Discovery Miles 41 440
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Information Asymmetry in Online Advertising (Hardcover)
Series: Routledge Studies in Marketing
Expected to ship within 12 - 17 working days
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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.
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