By Radosław Nielek, Dariusz Parzych, Damian Sepczuk, Adam Wierzbicki, Jakub Wysoczanski (auth.), Jonna Järveläinen, Hongxiu Li, Anne-Marie Tuikka, Tiina Kuusela (eds.)

This ebook constitutes the refereed lawsuits of the fifteenth foreign convention on digital trade, ICEC 2013, held in Turku, Finland, in August 2013. The subject of ICEC 2013 used to be "effective, agile, and depended on e-services co-creation” and displays the alignment among automated, formalized enterprise tactics with the necessity to flexibly adapt and innovate companies instantaneous in line with altering shopper wishes and requirements.

The thirteen papers released during this booklet have been rigorously reviewed and chosen from greater than 50 submissions, leading to an reputation price of under 25%. they're prepared in topical sections on on-line ads and referential platforms, recommender structures and pricing, social media, cellular companies, company types, and societal implications.

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Additional info for Co-created Effective, Agile, and Trusted eServices: 15th International Conference on Electronic Commerce, ICEC 2013, Turku, Finland, August 13-15, 2013. Proceedings

Sample text

Previous studies generally adopt a decreasing click-through rate according to the advertising rank [2, 23]. Altogether, empirical evidence supports a decreasing click-through rate according to the advertising rank [12, 17]. Hypothesis 1: The higher the position of the search engine advertisement, the greater the likelihood of the advertisement being clicked. D. Schultz Corresponding to decreasing click-through rates, research also implements decreasing costs per click for lower positioned advertisements [2, 11].

Xu, Chen, and Whinston [28] integrate price competition with bidding competition in search engine advertising. Formal evidence indicates the necessity for advertisers to consider their competitive situation and adjust their advertising strategy accordingly. In line with previous research, this study provides overall support for the necessity to differentiate the valuation between different advertising positions for the auction mechanisms and the bidding strategies. In a simulation study, the tendency to bid for top position was shown not to maximize advertising revenue [23].

The author would also like to express his gratitude to the anonymous service company for providing the dataset and thanks his colleagues at the chair of marketing for comments on an earlier version. References 1. : Cost of Conciseness in Sponsored Search Auctions. C. ) WINE 2007. LNCS, vol. 4858, pp. 326–334. Springer, Heidelberg (2007) 2. : Location, Location, Location: An Analysis of Profitability of Position in Online Advertising Markets. Journal of Marketing Research 48(6), 1057–1073 (2011) 3.

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