Endogenous consumption of advertising is common. Consumers choose to change
channels to avoid TV ads, click away from paid online video ads, or discard direct mail …

This paper investigates the interplay between advertising and decentralized content creation
on digital content platforms, such as YouTube, TikTok, and Instagram. Unlike traditional …

Based on Thaler's mental accounting of time theory, this study analyzes how different media
contexts influence users' ad avoidance behaviors by analyzing actual log data from 82,757 …

With the decline in traditional television (TV) viewership, broadcasters are distributing TV
clips online, ie, brief, edited versions of full-length TV shows, as an alternative revenue …

The evaluation of online marketing activities using standalone metrics does not explain the
development of consumer behavior over time, although it is of primary importance to allocate …

Media and network companies are increasingly providing digital media online. We develop
a model to examine optimal strategies for media providers to utilize the online channel to …

Since the appearance of the first banner ad, online advertising has evolved significantly and
now accounts for a substantial portion of all advertising spending. As online advertising tools …

The objective of this research is to explain the factors contributing toward consumers' online
video advertisement (OVA) avoidance behavior. Empirical data from 207 online consumers …

Digital advertisements offer a full spectrum of behavioral customization for timing and
content capabilities. The existing research in display advertising has predominantly …

The commentaries on our work suggest several broader implications of our findings as well
as a concern that we understate the size of the effect. In this rejoinder, we discuss our views …