We introduce a model of digital advertising with three main characteristics: (i) advertisers can reach consumers on and off a platform; (ii) extra data increases the value of advertiser-consumer matches; and (iii) the distribution of adverts follows an auction-like mechanism. We compare managed-campaign systems that automatically generate matches and price-setting
with data-augmented auctions, which use the data advantage of the platform to raise match quality. The managed campaign platform-optimal method conditioning the onplatform pricing for sponsored products on the off-platform prices specified by all advertisers. This technique produces effectively low offplatform product pricing but the on-platform allocation is not
efficient. It reduces consumer surplus relative to data-augmentation by attaining the vertical integration profit for the platform and the advertisers and by raising off-platform goods prices.With an aim to understand how small and medium business organizations (SMEs) use mobile apps in Lagos, Nigeria, this thesis focuses on the paradigm of dynamic capability
Philosophy and a mixed-methods research
approach. Using qualitative approaches, the first phase of the study sought the absorptive, creative, and adaptive capunmininu my amazing children you are my rock! I appreciate your affection, giving up something, and tolerance. We appreciate your good comments. This is for us, firs Inspired by this final result, I also commend myself for having strong willed enough
to press on despite all the challenges. At last, I thank all sufficient God for His gift of life and for helping me to realize my ambition of PhD. nowledge the professional direction, competent advice, wise suggestions and extraordinary dedication of my supervisor, Prof. Hossana Twinomurinzi, for the success of this research effort and my PhD education. I am therefore
really appreciative. Real gratitude is thanks to all of the article reviewers from this project. Your helpful criticism has improved this work. Especially, I want to thank Toyosi, Sade, and David for helping me with the questionnaire distribution. I also like to thank Mr Sylvester Hatsu, Mr Sola Salami, Mr Soji Akinrinade and Dr Olalekan Ogunleye for their knowledge and
Helping me to negotiate the South African
intellectual environment. You are all very important members of my PhD support system, my colleagues at the Daystar Christian Centre, CSE-Class 99 friends, and my virtual colleagues in the Unisa-Ghana WhatsApp group. As such, I really appreciate you all very sincerely. I also want to thank Olufunke Oladele, Wunmi Bello, Eniola Ogungbesan, Steve Owoseni, and Toyin
Oladipo—my sisters, brother-in-law. I appreciate your supporting of the SMEs model. The model developed seven latent variables: mobile app usage, with an adaptive purpose meant to find the relationships among the variables. The results of the quantitative research showed that adoption of mobile apps increases the adaptive, absorptive, and creative ability of SMEs.
The results shaped and seized possibilities by failing to prove a direct link between mobile app use and opportunity sensing. Moreover, the use of the adaptive skill to seize possibilities cannot be applied generally in the situation of SMEs. Regarding the adoption of mobile apps by SMEs in Lagos, the research results reveal the presence of untapped potential. According
To the statistics Lagos react
to possibilities by being creative and hardly show innovation to generate new ones. Given the different nature of SMEs, it is difficult to offer a clear-cut story as to how all of them should use mobile apps to create and maximize prospects. On the other hand, when created and tailored to the contextual needs of SMEs, mobile apps could inspire creativity. This study shows a multidisciplinary research experience in outcome. The study helped IS by building a
model for DC-oriented analysis of mobile app adoption by companies. The developed conceptual model in this study could be modified to examine how consumption of mobile apps influences businesses in different environments. By demonstrating the application of the DC framework to SMEs in contrast to the conventional strategy of looking at DC with big
companies in mind, the study helped the field of Information Systems. This study initiative offers latent strategies of improving SMEs that can help legislators. This study was limited in that it gathered data from Lagos alone SMEs since Lagos is the commercial capital of Nigeria. Future studies should compare the DC of large and small companies in Lagos to check
Conclusion
whether there are any trends or correlations. Moreover, the elusive and varied character of makes it advisable to focus future research on SMEs on certain areas of interest. ability, absorptive ability, inventive ability, ability Digital advertising facilitates the matching of consumers and advertisers online. Large platforms utilize their extensive consumer data to connect online shoppers with their preferred firms and products. In turn, advertisers join
platforms in order to target a wide range of potential consumers beyond their existing customer base. As a result, sponsored content is ubiquitous on the Internet: advertising makes up nearly all the revenue of search engines and social media platforms, a growing fraction of the revenue of retail platforms such as Amazon and Instacart, and a large fraction of other retail platforms’ revenue, such as Alibaba’s Taobao marketplaceto discover
Although much is known about how the DC framework should be used in big businesses, its application in smaller companies has not been studied very much. Nowadays, knowing how SMEs use mobile apps is essential since it will help them to compete effectively even in unforeseen conditions. The study was done in two phases depending on pragmatic
Comments
Post a Comment