1. Sayedi, A., Jerath, K., & Srinivasan, K. (2014).

Competitive poaching in sponsored search

2. Huang, J., Su, S., Zhou, L., & Liu, X. (2013). Attitude toward the viral ad: Expanding traditional
advertising models to interactive advertising. Journal of Interactive Marketing, 27(1), 36-46.

3. Souiden, N., Chtourou, S., & Korai, B. (2017). Consumer attitudes toward online advertising: The
moderating role of personality. Journal of Promotion Management, 23(2), 207-227.

4. Weinberger, M. G., & Gulas, C. S. (1992). The impact of humor in advertising: A review. Journal
of advertising, 21(4), 35-59.

5. Park, T., Shenoy, R., & Salvendy, G. (2008). Effective advertising on mobile phones: a literature
review and presentation of results from 53 case studies. Behaviour & Information Technology, 27(5),
355-373.

6. Chu, S. C., Kamal, S., & Kim, Y. (2013). Understanding consumers' responses toward social
media advertising and purchase intention toward luxury products. Journal of Global Fashion
Marketing, 4(3), 158-174.

7. Haida, A., & Rahim, H. L. (2015). Social media advertising value: A study on consumer’s
perception. Technology, 1(1), 1-8.

8. Ertemel, A. V., & Ammoura, A. (2016). The role of social media advertising in consumer buying
behavior. International Journal of Commerce and Finance, 2(1), 81-89.

9. Gupta, H., Singh, S., & Sinha, P. (2017). The multimedia tool as a predictor for social media
advertising-a YouTube way. Multimedia tools and applications, 76(18), 18557-18568.

10. Carmichael, D., & Cleave, D. (2012, December). How effective is social media advertising? A
study of Facebook Social Advertisements. In 2012 International Conference for Internet Technology
and Secured Transactions (pp. 226-229). IEEE.

11. Hensel, K., & Deis, M. H. (2010). Using social media to increase advertising and improve
marketing. The Entrepreneurial Executive, 15, 87.

12. Park, H., Rodgers, S., & Stemmle, J. (2011). Health organizations’ use of Facebook for health
advertising and promotion. Journal of interactive advertising, 12(1), 62-77.
1. Sayedi, A., Jerath, K., & Srinivasan, K. (2014), in his study he had mentioned how the strategies
impact the traditional advertising. Traditional advertising, including TV and print advertising,
usually builds focus of a firm's product among clients, while sponsored search advertising on a seek
engine can target consumers closer to creating a buy because they reveal their interest by way of
attempting to find a relevant keyword. Increased customer targetability in backed search marketing
induces a company to “poach” a competing company's purchasers by way of without delay
advertising at the competing firm's keywords; in different phrases, the poaching firm attempts to gain
extra than its “fair proportion” of income thru backed search advertising by loose using available on
the market created with the aid of the company being poached. Using a game theory model with
corporations of different advertising budgets, we observe the phenomenon of poaching, its impact on
how companies allocate their advertising budgets to traditional and subsidized search advertising,
and the search engine's coverage on poaching.

2. Huang, J., Su, S., Zhou, L., & Liu, X. (2013), in his study he had mentioned how traditional
advertising models became an interactive advertising model. As a shape of advertising and
marketing, viral video (VV) advertising is awesome in that its verbal exchange medium is the social
connections between individuals in preference to formal media. After viewing VV advertising,
human beings are engaged in two unbiased however interrelated techniques, i.E., video-sharing and
embedded logo fact processing. Previous studies have now not examined the interaction between the
two tactics. This has a look at expands on the mediation of attitude in the direction of the commercial
version proposed through MacKenzie, Lutz, and Belch (1986). Experimental results from three viral
video classified ads display that attitude closer to the VV commercial is the principal issue affecting
video sharing, but mind-set toward the logo also has a significant impact on sharing pastime. Affect
transfer hypothesis (ATH) and its prolonged models are most reliable in explaining viral video
advertising, which isn't the same as previous research on non-viral advertising that shows the dual
mediation hypothesis because of the most fulfilling explanatory principle.

3. Souiden, N., Chtourou, S., & Korai, B. (2017), in his study he had mentioned the consumer
attitude towards online advertising. This observes investigates how purchaser attitudes closer to
advertising and marketing in fashionable affect their attitudes in the direction of online marketing. It
additionally investigates the moderating position of the persona trends of introversion and
extroversion in explaining this dating. An online survey is used to acquire records from a comfort
pattern of 244 respondents living in Canada. Results display that attitude closer to advertising in
trendy has a fantastic and large impact on mindset towards online advertising and marketing.
Introversion is found to have any moderating impact on the relationship between both attitudes.
However, extroversion moderates this dating.

4. Weinberger, M. G., & Gulas, C. S. (1992), in his study he had mentioned the humor related to the
advertising. The use of humor has grown to be a commonplace exercise in advertising, yet our
expertise about its effect has not been updated for the reason that the final principal review almost
two decades ago. In the intervening time, a wonderful deal of humor research has been conducted.
The final results of these study simplest partly support in advance conclusions and highlight the want
to use humor with care.

5. Park, T., Shenoy, R., & Salvendy, G. (2008), in his study he had mentioned the effective
advertising on mobile phones. The tries of the use of the Wi-Fi network as a brand new advertising
media are unexpectedly growing. This paper proposes a framework for information about the
characteristics of advertising via mobile telephones. This topic discusses the traits of online
commercials and contrasts with different advertising and marketing media. It additionally gives the
evaluation of different conceptual fashions for advertising and indicates a conceptual version for
cellular telephone advertising. An overview is offered at the elements affecting the impact of cell
advertising and three organizations of factors are advised; advertisement; audience; and environment.

6. Chu, S. C., Kamal, S., & Kim, Y. (2013), in his study, he had mentioned how consumer response
towards social media advertising. Social media has unexpectedly risen in popularity as a brand new
advertising platform that lets users connect and have interacted with manufacturers. At the identical
time, the web luxury marketplace has skilled speedy expansion because of the rising number of
affluent online users among 18 and 35 years old. The modern observation tested younger social
media users' beliefs, attitudes, and activity responses toward social media advertising. Brand
consciousness turned into located to have an impact on customers' attitudes towards social media
advertising and marketing, which in turn affects their behavioral responses closer to social media
advertising and marketing and consequent purchase intentions toward luxurious merchandise.

7. Haida, A., & Rahim, H. L. (2015), in his study he talked about the value of advertising on social
media platforms. The appearance of Internet-based social media has made it feasible for an
individual to communicate with different people all over the globe about a product or carrier. Social
media allows individuals to have interaction freely, discuss and share information using the usage of
a multimedia blend of personal photographs, words, audio, and films. Over the closing decade,
social media advanced from traditional methods to the web. Internet penetration in Malaysia is very
high. Internet customers in Malaysia are more than 17 million in 12 months of 2013. Most of them
are operating social media networking. The look at investigates the connection of entertainment,
informative and infection of social media advertising toward product focus and advertising values.

8. Ertemel, A. V., & Ammoura, A. (2016), in his study he had mentioned the role of social media
advertising in consumer buying behavior. Consumer buying behavior is understood also as purchaser
selection making is the procedure by way of which people look for, pick, buy, use, and remove items
and offerings to meet require wishes. This observe has been designed to answer principal questions
approximately the function of social media advertising and marketing on purchaser buying behavior
in a very lively field that is fashion retail industry, then decide the variations if existed on this
relation regarding the call of the brands and client demographics elements.

9. Gupta, H., Singh, S., & Sinha, P. (2017), in his study he has mentioned the social media
advertising as a multimedia tool. Multimedia has embraced the advertising industry with its
progressive tools. Advertising as a part of advertising is not an exception. Social media is one in all
its equipment that's developing with an accelerating velocity and facilitating meaningful
participation. YouTube is the second one largest seek engine after Google and is taken into
consideration by leveraging its functions to provide not anything but the first-class to its users.
Marketers of beauty products have additionally found out its ability and are the use of YouTube as a
powerful marketing device. The paper attempts to assess the importance of YouTube as a multimedia
tool. Content analysis of hundred YouTube advertisements of the splendor section has been done to
pick out their crucial achievement factors like Audio content (sound saturation, heritage tune, loud
and speedy track, sound outcomes), Visual Category (No. Of cuts, visual consequences, intense
imagery, sluggish motion, ambitious/ unusual hues), Content class (acted out, sudden format, marvel
finishing), Message Appeals (Rational, Fear, Social, Youth, Statistics, Bandwagon, and Celebrity
Appeal) and viewers’ reaction thru the range of perspectives and likes.

10. Carmichael, D., & Cleave, D. (2012, December), in his study he mentioned how effective will be
the social media advertising that is a study on Facebook social media. Social media advertising and
marketing is turning into a massive enterprise. On Facebook, there are probably as many as a billion
pairs of eyes to see an ad. In the United Kingdom, on Facebook, there are around twenty-seven
million debts a company's advert can reach. With the one's styles of figures, it's clean to be drawn in
using the hype and to spend money on advertising, but this leaves the imperative query; is social
media advertising powerful for small businesses? In an attempt to solution this question we have
released an advert on Facebook for a case take a look at business and monitored the visitors at the
associated website. We have additionally made observations of users interacting with Facebook
advertisements. Results suggest that social media advertising may be powerful for a small enterprise
although the clicking-via price is small. However, it is also counseled that low click via prices from
social media networking sites is in element a result of bad usability on the one's websites which
should be progressed so one can deliver better effects for groups.

11. Hensel, K., & Deis, M. H. (2010), in his study he has mentioned how social media will help to
increase the advertisement and also the business. This topic will consciousness on explaining why
entrepreneurs, different practitioners, and faculty must understand the results that the right use of
social media has on the fulfillment of companies. There is a disaster in mass marketing that has to be
addressed. With the financial system in its modern-day condition, it's miles vital that marketers also
understand how to use social media to boom advertising and enhance advertising. The conventional
advertising and marketing version is being challenged, and a way to generate leads, growing
awareness, and methods of speaking are constantly evolving. This paper will discuss the blessings
and disadvantages of the usage of social media and will answer questions relevant to the use of social
media.

12. Park, H., Rodgers, S., & Stemmle, J. (2011), in his study he has mentioned how health
organization doing the advertisement on social media for spreading health awareness. Facebook
pages famous that nonprofit health corporations are extra active in posting to Facebook than some
other health employer examined. However, nonprofit health corporations do no longer take full gain
of interactive functions or other social media channels. Government companies and
colleges/universities show off the broadest use of interactive functions; fitness care establishments
appear extra devoted to integrating social media channels with Facebook than the other kinds of
companies. Overall, health corporations strategically use branding and advertising techniques to
manipulate their image and promote their brands. Still, there may be room for improvement to take
higher benefits of diverse social media tools for client-generated advertising and marketing and viral
advertising.