FIRMS? MARKETING STRATEGIES AND CONSUMER RESPONSES IN PLATFORM-BASED E-COMMERCE MARKETS

Abstract

Enabled by information technologies, platform-based e-commerce marketplaces have tremendously changed the modern business landscape. However, the two-sided nature of these marketplaces renders the dominant markets overcrowded and hypercompetitive. Under such circumstances, effective marketing strategies become crucial for the sustenance of small business owners. Therefore, this dissertation aims for a better understanding of these online small business owners? marketing strategies. The first study highlights the value of appropriate product portfolio designs in achieving successful and cost-saving marketing effects. We investigate mobile app developers? app portfolio management strategies with a comprehensive dataset collected from the Apple App Store. The second study provides fresh perspectives on the promotion strategies through online targeted advertising for small business owners in platform-based e-commerce markets. Specifically, we focus on the differential impacts of online targeted advertising outlets and the content of the advertisement copy on the product demand of the emerging brands.