Self-Preferencing in E-Commerce Marketplaces: The Role of Sponsored Advertising and Private Labels

Fei Long; Wilfred Amaldoss

doi:10.1287/mksc.2022.0262

Self-Preferencing in E-Commerce Marketplaces: The Role of Sponsored Advertising and Private Labels

¹ Department of Marketing, Kenan-Flagler Business School, University of North Carolina at Chapel Hill, Chapel Hill, North Carolina 27599 · ² Department of Marketing, Fuqua School of Business, Duke University, Durham, North Carolina 27708

Marketing Science 2024

We study when and why a platform may seek to give preference to its private label in sponsored advertising.

DOI: 10.1287/mksc.2022.0262
Volume: 43 (5)
Pages: 925-952
Language: en
Export: BibTeX
Sources: crossref