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- Creators: Arizona State University
- Status: Published
Description
Total digital media advertising spending of $72.5 billion surpassed total television Ad spending of $71.3 billion for the first time ever in 2016. Approximately $39 billion, or 54% of the digital media advertising spend, involved pre-programmed software that purchased Ads on behalf of a buyer in Real-Time Bidding (RTB) settings. A major concern for Ad buyers is sub-optimal spending in RTB settings owing to biases in the attribution of customer conversions to Ad impressions. The purpose of this research is twofold. First, identify and propose a novel experimental design and analysis plan for to handling a previously unidentified and unaddressed source of endogeneity: count/quality simultaneity bias (CQB). Second, conduct a field study using data for Ad response rates, cost, and observed consumer behavior to solve for the profit maximizing daily Ad frequency per customer. One large online retailer provided data for Ad impressions, bid costs, response rates, revenue per visit, and operating costs for 153,561 unique users over 23 days. Unique visitors were randomly assigned to one of seven treatment groups with one, two, three, four, five, and six impressions per day limits as well as a final condition with no daily impression cap. Ordinary least square models (OLS) were fit to the data and a non-linear relationship between Ad impressions and site visits demonstrating declining marginal effect of Ad impression on site visits after an optimal point. The results of the field study confirmed the existence of negative CQB and demonstrated how my novel experimental design and analysis can reduce the negative bias in the estimate of impression quantity on customer response. Second, managers interested in improving the efficiency of advertising spend should restrict display advertising to only the highest quality inventory through specific site targeting and by leveraging direct buys and private marketplace deals. This strategy ensures that subsequent impressions are not of lower quality by restricting the pool of possible impressions from a homogenous set of high quality inventory.
ContributorsFay, Bradley (Author) / Mokwa, Michael P. (Thesis advisor) / Park, Sungho (Thesis advisor) / Han, Sang-Pil (Committee member) / Christopher, Ranjit M (Committee member) / Arizona State University (Publisher)
Created2017
Description
E-commerce has rapidly become a mainstay in today's economy, and many websites have built themselves around providing a platform for independent sellers. Sites such as Etsy, Storenvy, Redbubble, and Society6 are increasingly popular options for anyone looking to open their own online store. With this project, I attempted to examine the effects of four different marketing techniques on sales in an online store. I opened a shop on Etsy and tracked sales in connection with promotion through social media, selling products in-person at a convention, holding a holiday tie-in sale, and using price anchoring. Social media accounts were opened on Facebook, Tumblr, and Instagram to promote the shop over the course of the project period, and Etsy's web analytics were used to track which sites directed the most traffic to the shop. I attended a convention in mid-January 2016 where I sold my products and distributed business cards with a discount code to track sales resulting from being at the convention. A holiday sale was held in conjunction with Valentine's Day to look at whether holidays influenced purchases. Lastly, a significantly more expensive product was temporarily put in the shop to see whether it produced a price anchoring effect \u2014 that is, encouraged sales of the less expensive products by making them seem affordable in comparison. While the volume of sales data was too small to draw statistically significant conclusions, the project was a highly instructive experience in the process of opening a small online store. The decision-making steps outlined may be helpful to other students looking to open their own online shop.
ContributorsChen, Candice Elizabeth (Author) / Moore, James (Thesis director) / Sanford, Adriana (Committee member) / Harrington Bioengineering Program (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
This dissertation investigates how rural e-commerce survives and thrives in resource-scarce rural China in the contemporary era. Building upon literatures on developmental state, state capitalism, industrial policy, and platform economy, this dissertation proposes a new theoretical framework, termed Digital Developmental Village, to understand China’s rural e-commerce development against rural China’s broader socioeconomic and politico-institutional contexts and the evolution of China’s political economy by underscoring three levels of interactions between the central government, local governments, e-commerce platform giants, and rural entrepreneurs.
This dissertation draws upon the data from in-depth interviews with different kinds of participants involved with e-commerce at different places in which e-commerce-related activities occur through multi-site fieldwork across six East China provinces, together with data from secondary data gathering, to scrutinize interactions of four parties at each level. At the national level, this dissertation investigates the coevolution of the Digital Developmental Village model and finds that the bureaucratic evolution and emergence of new economic sector initially created and subsequently developed by private actors will be eventually subjected to the influence of China’s state capitalism. At the local level, in consideration of the factors of local governance approach, the pre-existing robust local economic sectors, and migration patterns, this dissertation creates a typological framework to explore the formation of e-commerce villages in varied settings of the combinations of three factors above. At the individual level, this dissertation finds that rural e-commerce entrepreneurs may achieve economic successes through some more intense forms of embeddedness, which are deemed commercially unwise in the extant literature, within differing local socioeconomic and politico-institutional contexts in China. Lastly, this dissertation analyzes the expansion of the Communist Party of China into rural e-commerce in the business incubator role and sees such organizational expansion as the efforts to implicitly exercise control over rural e-commerce. In sum, through top-down policy directives and bottom-up party organizational expansion, the Chinese state has been gradually transforming rural e-commerce to a new form of state capitalism with potential global impacts, which can empower resource-scarce villages and infuse two kinds of industrial policies to stimulate technological advances.
This dissertation draws upon the data from in-depth interviews with different kinds of participants involved with e-commerce at different places in which e-commerce-related activities occur through multi-site fieldwork across six East China provinces, together with data from secondary data gathering, to scrutinize interactions of four parties at each level. At the national level, this dissertation investigates the coevolution of the Digital Developmental Village model and finds that the bureaucratic evolution and emergence of new economic sector initially created and subsequently developed by private actors will be eventually subjected to the influence of China’s state capitalism. At the local level, in consideration of the factors of local governance approach, the pre-existing robust local economic sectors, and migration patterns, this dissertation creates a typological framework to explore the formation of e-commerce villages in varied settings of the combinations of three factors above. At the individual level, this dissertation finds that rural e-commerce entrepreneurs may achieve economic successes through some more intense forms of embeddedness, which are deemed commercially unwise in the extant literature, within differing local socioeconomic and politico-institutional contexts in China. Lastly, this dissertation analyzes the expansion of the Communist Party of China into rural e-commerce in the business incubator role and sees such organizational expansion as the efforts to implicitly exercise control over rural e-commerce. In sum, through top-down policy directives and bottom-up party organizational expansion, the Chinese state has been gradually transforming rural e-commerce to a new form of state capitalism with potential global impacts, which can empower resource-scarce villages and infuse two kinds of industrial policies to stimulate technological advances.
ContributorsYou, Tianlong (Author) / Romero, Mary (Thesis advisor) / Jurik, Nancy (Committee member) / Zhou, Min (Committee member) / Arizona State University (Publisher)
Created2020
Description
States place a heavy reliance on sales tax revenues to finance government activities. The rise in e-commerce, coupled with constitutional restrictions on imposing sales tax nexus, has resulted in a decline in sales tax revenues in many states. States have responded by enacting legislation and reinterpreting existing statutes to curb these declining revenues. This study provides evidence that sales tax revenues are larger after states enforce some, but not all, sales tax measures aimed at imposing nexus on Internet retailers. Further evidence suggests a shift in consumer preferences to local consumption in states enforcing broadened nexus, as evidenced by greater state-level retail gross domestic product (GDP) after states enforce broadened sales tax nexus. Additionally, the number of physical establishments of Internet retailers is lower after states expand sales tax nexus, suggesting these retailers remove their physical presence in states to avoid collecting sales taxes. Finally, the increase in retail GDP has a spillover effect on corporate income taxes, with states enforcing broader sales tax nexus on Internet sales realizing larger corporate income tax revenues.
ContributorsWenzel, Brian S (Author) / Brown, Jennifer L. (Thesis advisor) / Hugon, Jean A (Committee member) / Huston, George R (Committee member) / Arizona State University (Publisher)
Created2017