Information Asymmetry in Online Advertising

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Jan W. Wiktor (Cracow University of Economics, Poland) Katarzyna Sanak-Kosmowska (Cracow University of Economics, Poland)

Information Asymmetry in Online Advertising

Jan W. Wiktor (Cracow University of Economics, Poland), Katarzyna Sanak-Kosmowska (Cracow University of Economics, Poland)

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English

Routledge
31 May 2023

Economics; Advertising; Market research

Series: Routledge Studies in Marketing

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.

By: Jan W. Wiktor (Cracow University of Economics Poland), Katarzyna Sanak-Kosmowska (Cracow University of Economics, Poland)
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
Weight: 360g
ISBN: 9780367680824
ISBN 10: 0367680823
Series: Routledge Studies in Marketing
Pages: 210
Publication Date: 31 May 2023
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Active

Introduction PART I 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 PART II RESEARCH RESULTS – INFORMATION ASYMMETRY AND THE WORLD OF MANIPULATION IN ONLINE ADVERTISING 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) PART III MANAGERIAL AND THEORETICAL IMPLICATIONS 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 SUMMARY Index

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.