Dissertation Digital Advertising

Essays on online advertising

Vibhanshu Abhishek, University of Pennsylvania


The last several years have seen a dramatic increase in the amount of time and money consumers spend online. As a consequence, the Internet has become an important channel that firms can use to reach out and connect to consumers which has lead to the emergence of online advertising. Given the scale and novelty of online advertising, there is a growing need to understand how consumers respond to online ads and how firms should advertise using this medium. In my dissertation, I study different aspects of sponsored search and display ads which constitute the bulk of online advertising. In the first essay, I focus on the issues related to the use of aggregate data in sponsored search. I demonstrate that models commonly used in sponsored search research suffer from aggregation bias and present the implications of this aggregation bias. In the second essay, I focus on the advertiser's problem of bidding optimally in sponsored search auctions. In the third essay, I study the interactions between various forms of online advertising like banner ads, display ads and sponsored search ads and address the problem of attribution.^

Subject Area

Business Administration, Marketing|Economics, Commerce-Business

Recommended Citation

Abhishek, Vibhanshu, "Essays on online advertising" (2012). Dissertations available from ProQuest. AAI3550740.


Since May 22, 2013


Like everything else that fell in its domain, Internet has transformed marketing as well. With added concerns of security and privacy came the unprecedented reach to new market segments. Consumers from around the globe could now be reached and told about products. Now, more and more companies are hiring marketers who specialise in online marketing, which is also called Internet marketing. To fill this room more and more graduates are coming out of universities every term, and I thought it was high time I made you a list of some good online marketing dissertation topics.

So, here we are.

Online Marketing Dissertation Topics

Digital marketing and product customisation: A case study of iPhone

Consumers’ perception and online purchasing of groceries: The myth of control

Global reach via the Internet: A case of British fashion retailers

The evolution of marketing models online: Selling like Amazon

Localisation and digital marketing: How much is enough?

Social Media Marketing Dissertation Topics

To be or not to be: How important is social media presence for firms?

A matter of ethics: Does sponsored advertising on social media take away consumers’ freedom of choice?

Consumer awareness: Is social media more potent than older conventional means of communication?

Social media presence: Why do companies with B2B models maintain it?

The factor of peer pressure in successful social media marketing of British fashion SMEs

Mobile Marketing Dissertation Topics

Mobile marketing and opportunity: A case of info brands

The truth about consumer espionage: Are mobile apps keeping track of us?

CRM in mobile marketing: Practices of the British private banking sector

Mobiles and the vice of spam messages: Studying practices of network providers

Marketing mix and the age of mobile marketing: How many Ps are still relevant?

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When I started writing this post, I decided I should include both social media marketing and mobile marketing dissertation topics in my list for online marketing dissertation titles. They complement one another and this step, well, made my job easier.

Let me know if you picked any of my topics in the comments below. I’d like to know.

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