Media Advertising Essays

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The first chapter aims to provide insights on how to target customers who are connected to each other on social media platforms.

We investigate how the network embeddedness (i.e., number of common followees, common followers, and common mutual followers) between two users impacts information diffusion from one (sender) to another (receiver).

The second chapter strives to understand what affects paid endorsers’ participation and effectiveness in social advertising campaigns.

We conduct a field experiment with an invitation design in which we manipulate both incentives and a soft eligibility requirement to participate in the campaign. (1) Payments higher than the average reward a potential endorser received in the past (gains) do not increase participation, whereas lower payments (losses) decrease participation.

These methods construct a female social problem that began in the 1960s with the portrayal of stereotypical housewives.

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Today, this image has evolved into a new social problem for women.

The feeling of desire and need flaunt a sexual image that is constantly viewed by society.

A clearly sexual message is revealed through the most drastic and eye-catch...

Ads appear on television, as well as radio, newspapers, magazines and as billboards in streets and cities.

Some stores simply advertise by placing signs showing a sales price beside the item.

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