University of Southern California
Essays on commercial media and advertising.
Degree: PhD, Business Administration, 2013, University of Southern California
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.
Advisors/Committee Members: Dukes, AnthonyWilbur, Kenneth C. (Committee Chair), Dutta, Shantanu (Committee Member), Luo, Lan (Committee Member), Selove, Matthew (Committee Member), Tan, Guofu (Committee Member).
Subjects/Keywords: advertising; commercial media; game theory
to Zotero / EndNote / Reference
APA (6th Edition):
Zhu, Y. (2013). Essays on commercial media and advertising. (Doctoral Dissertation). University of Southern California. Retrieved from http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/238277/rec/2446
Chicago Manual of Style (16th Edition):
Zhu, Yi. “Essays on commercial media and advertising.” 2013. Doctoral Dissertation, University of Southern California. Accessed October 30, 2020.
MLA Handbook (7th Edition):
Zhu, Yi. “Essays on commercial media and advertising.” 2013. Web. 30 Oct 2020.
Zhu Y. Essays on commercial media and advertising. [Internet] [Doctoral dissertation]. University of Southern California; 2013. [cited 2020 Oct 30].
Available from: http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/238277/rec/2446.
Council of Science Editors:
Zhu Y. Essays on commercial media and advertising. [Doctoral Dissertation]. University of Southern California; 2013. Available from: http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/238277/rec/2446