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Essays on Commercial Media and Advertising
by
Yi Zhu
A Dissertation Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
DOCTOR OF PHILOSOPHY
(BUSINESS ADMINISTRATION)
May 2013
Copyright 2013 Yi Zhu
Object Description
| Title | Essays on commercial media and advertising |
| Author | Zhu, Yi |
| Author email | zhuy@usc.edu;yizhusc@gmail.com |
| Degree | Doctor of Philosophy |
| Document type | Dissertation |
| Degree program | Business Administration |
| School | Marshal School of Business |
| Date defended/completed | 2013-03-14 |
| Date submitted | 2013-04-17 |
| Date approved | 2013-04-17 |
| Restricted until | 2013-04-17 |
| Date published | 2013-04-17 |
| Advisor (committee chair) |
Dukes, Anthony Wilbur, Kenneth C. |
| Advisor (committee member) |
Dutta, Shantanu Luo, Lan Selove, Matthew Tan, Guofu |
| Abstract | My dissertation aims to advance our understanding of marketing processes in light of the emerging new media and technology. ❧ My dissertation first provides guidance on how websites should offer sponsored-links services with new hybrid advertising auctions mechanism. Facebook and Google offer hybrid advertising auctions that allow advertisers to bid on a per-impression or a per-click basis for the same advertising space. This chapter studies the properties of equilibrium and considers how to increase efficiency in this new auction format. Rational expectations require the publisher to consider past bid types in order to prevent revenue losses to strategic advertiser behavior. The equilibrium results contradict publisher statements and suggest that, conditional on setting rational expectations, publishers should consider offering multiple bid types to advertisers. ❧ The second chapter of my dissertation examines factual content production in commercial media and provides insights into a wide variety of settings, including user-generated content (UGC), daily news, and product reviews. Commercial media supply factual content to consumers who pay for facts to learn about the state of the world (the state). If media take stances that closely reflect the actual state, they can provide many facts. But, if consumers also value content that matches their opinions, media may want to slant their stances away from the state, which limits the number of facts they can report. We find that competitive media leave consumers knowing less by providing fewer facts. We also find that a monopoly medium may be more polarizing than competitive media. |
| Keyword | advertising; commercial media; game theory |
| Language | English |
| Format (imt) | application/pdf |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m |
| Contributing entity | University of Southern California |
| Rights | Zhu, Yi |
| Physical access | The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the author, as the original true and official version of the work, but does not grant the reader permission to use the work if the desired use is covered by copyright. It is the author, as rights holder, who must provide use permission if such use is covered by copyright. The original signature page accompanying the original submission of the work to the USC Libraries is retained by the USC Libraries and a copy of it may be obtained by authorized requesters contacting the repository e-mail address given. |
| Repository name | University of Southern California Digital Library |
| Repository address | USC Digital Library, University of Southern California, University Park Campus MC 7002, 106 University Village, Los Angeles, California 90089-7002, USA |
| Repository email | cisadmin@lib.usc.edu |
| Filename | etd-ZhuYi-1562.pdf |
| Archival file | uscthesesreloadpub_Volume7/etd-ZhuYi-1562.pdf |
Description
| Title | Page 1 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | Essays on Commercial Media and Advertising by Yi Zhu A Dissertation Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree DOCTOR OF PHILOSOPHY (BUSINESS ADMINISTRATION) May 2013 Copyright 2013 Yi Zhu |
