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Title: Cyber-rigging click-through rates: Exploring the ethical dimensions
Contributor(s): Fisher, Josephine A (author)orcid ; Pappu, Ravi Sankar (author)
Publication Date: 2006
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Abstract: Click-through rate is considered a very important metric and a key performance indicator of the success of online advertising and is the most frequently used measure to gauge the effectiveness of banner advertising. Marketers also use click-through rates in arriving at performance measurement activities such as the calculation of 'customer life time value' and 'customer acquisition cost'. Click-through is the second most frequently used banner ad pricing method after cost per thousand impressions. Online advertising is facing a new form of challenge – the artificial inflation of click-through rates. We call this practice 'cyber-rigging'. The objective of this paper is to explore the ethical dimensions of cyber-rigging through application of ethical principles and theories.
Publication Type: Journal Article
Source of Publication: International Journal of Internet Marketing and Advertising, 3(1), p. 48-59
Publisher: Inderscience Publishers
Place of Publication: Switzerland
ISSN: 1477-5212
Field of Research (FOR): 220102 Business Ethics
Peer Reviewed: Yes
HERDC Category Description: C1 Refereed Article in a Scholarly Journal
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Appears in Collections:Journal Article
UNE Business School

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