...Zazli Lily Wisker; Djavlonbek Kadirov; Catherine Bone Purpose This study aims to examine the factors that influence peer-to-peer online host advertising effectiveness (POHAE). The study posits that POHAE is a multidimensional construct supported by emotional appeal, information completeness...

... to estimate advertising effectiveness may lead to substantial over estimation of conversion rates, but there is limited “bias” in the estimates of median visitor expenditures. The analyses also indicate that weighting systems have substantially different impact on the estimates of conversion rates...