Sponsored Content Advertising in a Two-Sided Market

References

• Amaldoss W, Du J, Shin W (2020) Price customization in two-sided media markets. Working paper, Duke University, Durham, NC.Google Scholar
• Anderson SP, Coate S (2005) Market provision of broadcasting: A welfare analysis. Rev. Econom. Stud. 72(4):947–972.Crossref, Google Scholar
• Anderson SP, Gabszewicz JJ (2006) The media and advertising: A tale of two-sided markets. Ginsburg VA, Throsby D, eds. Handbook of the Economics of Art and Culture (Elsevier, Amsterdam), 567–614.Crossref, Google Scholar
• Aribarg A, Schwartz E (2020) Native advertising in online news: Trade-offs among clicks, brand recognition, and website trustworthiness. J. Marketing Res. 57(1):20–34.Crossref, Google Scholar
• Armstrong M (2006) Competition in two-sided markets. RAND J. Econom. 37(3):668–691.Crossref, Google Scholar
• Bakshi A (2015) Why and how to regulate native advertising in online news publications. J. Media Law Ethics 4(3/4):4–47.Google Scholar
• Becker-Olsen LK (2003) And now, a word from our sponsor—a look at the effects of sponsored content and banner advertising. J. Advertising 32(2):17–32.Crossref, Google Scholar
• Campbell C, Marks LJ (2015) Good native advertising isn’t a secret. Bus. Horizons 58(6):599–606.Crossref, Google Scholar
• Carlson M (2015) When news sites go native: Redefining the advertising—editorial divide in response to native advertising. Journalism 16(7):849–865.Crossref, Google Scholar
• Chen Y, Xie J (2010) Cross-market network effect with asymmetric customer loyalty: Implications for competitive advantage. Marketing Sci. 26(1):52–66.Link, Google Scholar
• Conill RF (2016) Camouflaging church as state—an exploratory study of journalism’s native advertising. Journalism Stud. 17(7):1–11.Google Scholar
• Corfman K, Lehmann D (1994) The prisoner’s dilemma and the role of information in setting advertising budgets. J. Advertising 23(2):35–48.Crossref, Google Scholar
• Dukes A, Gal-Or E (2003) Negotiations and exclusivity contracts for advertising. Marketing Sci. 22(2):222–245.Link, Google Scholar
• Ellison G, Ellison SF (2005) Lessons about markets from the internet. J. Econom. Perspect. 19(2):139–158.Crossref, Google Scholar
• Gal-Or E, Dukes A (2003) Minimum differentiation in commercial media markets. J. Econom. Management Strategy 12(3):291–325.Crossref, Google Scholar
• Godes D, Ofek E, Sarvary M (2009) Content vs. advertising: The impact of competition on media firm strategy. Marketing Sci. 28(1):20–35.Link, Google Scholar
• Katz ML, Shapiro C (1985) Network externalities, competition, and compatibility. Amer. Econom. Rev. 75(3):424–440.Google Scholar
• Lee J, Kim S, Ham DC (2016) A double-edged sword? Predicting consumers’ attitude toward and sharing intention of native advertising on social media. Amer. Behav. Sci. 60(12):1425–1441.Crossref, Google Scholar
• Rochet JC, Tirole J (2003) Platform competition in two-sided markets. J. Eur. Econom. Assoc. 1(4):990–1029.Crossref, Google Scholar
• Sahni NS, Nair H (2020) Sponsorship disclosure and consumer deception: Experimental evidence from native advertising in mobile search. Marketing Sci. 39(1):5–32.Link, Google Scholar
• Tucker C, Zhang J (2010) Growing two-sided networks by advertising the user base: A field experiment. Marketing Sci. 29(5):805–814.Link, Google Scholar
• Wojdynski BW, Evans NJ (2016) Going native: Effects of disclosure position and language on the recognition and evaluation of online native advertising. J. Advertising 45(2):157–168.Crossref, Google Scholar
• Zhu Y, Dukes A (2015) The selective reporting of factual content by commercial media. J. Marketing Res. 52(1):56–76.Crossref, Google Scholar