Competing Quality Conventions in the French Online Display Advertising Market

Journal of Cultural Economy

Volumn 6, Issue 4, 2013, Pages 402-418

  Beuscart, Jean Samuel ^a,b   Mellet, Kevin ^a,c  

^a ORANGE LABS   (France)

^b Universite Paris Est   (France)

^c CENTRE DE SOCIOLOGIE DE L INNOVATION   (France)

Author keywords

advertising; conventions; Internet; market; price; quality; valuation

Indexed keywords

EID: 84887041196     PISSN: 17530350     EISSN: 17530369     Source Type: Journal    
DOI: 10.1080/17530350.2013.772068     Document Type: Article

References (29)

1. Akerlof, G. A. (1970) 'The market for "lemons": quality uncertainty and the market mechanism', Quarterly Journal of Economics, vol. 84, no. 3, pp. 488-500. 10.2307/1879431
2. Beuscart J.-S. & Mellet, K. (2008) 'Business models of the Web 2.0: advertising or the Tale of Two Stories', Communications & Strategies, November, pp. 1091-1113.
3. Boltanski, L. & Thévenot, L. (2006) On Justification: Economies of Worth, Princeton University Press, Princeton, NJ.
4. Callon, M. (1998) 'An essay on framing and overflowing', in The Laws of the Markets, ed M. Callon, Blackwell, Oxford, pp. 244-269.
5. Callon, M., & Muniesa, F. (2005) 'Economic markets as calculative collective devices', Organization Studies, vol. 26, no. 8, pp. 1229-1250. 10.1177/0170840605056393
6. Chauvin, P. M. (2010) Le Marché des reputations. Une sociologie du monde des Grands Crus de Bordeaux, Editions Féret, Bordeaux.
7. Cochoy, F. (2007) 'A brief theory of the "captation" of publics: understanding the market with Little Red Riding Hood', Theory, Culture Society, vol. 24, nos 7-8, pp. 213-233.
8. Coffin, J. (2009) 'The OPA: playing not to lose', Advertising Age, 19 August.
9. Evans, D. S. (2008) 'The economics of the online advertising industry, Review of Network Economics, vol. 7, no. 3, pp. 359-391.10.2202/1446-9022.1154
10. Eymard-Duvernay, F. (1989) 'Conventions de qualité et formes de coordination', Revue Economique, vol. 40, no. 2, pp. 329-360.
11. Favereau, O., Biencourt, O. & Eymard-Duvernay, F. (2003) 'Where do markets come from? From quality conventions!', in Conventions and Structures in Economic Theory, ed O. Favereau & E. Lazega, Edward Elgar, Cheltenham, pp. 213-253.
12. Fulgoni, G. & Mörn, M. (2009) 'Whither the click? How online advertising works', Journal of Advertising Research, June, pp. 134-142.
13. Goel, R. (2009) 'OPA ad effectiveness study: it's not that black and white', Advertising Age, August14 (Accessed from http://adage.com/article/digitalnext/online-advertising-ad-effectiveness-black-white/138477/).
14. Goldman, E. (2006) 'A Coasean analysis of marketing, Wisconsin Law Review, pp. 1151-1221.
15. Granovetter, M. & Mcguire, R. (1998) 'The making of an industry: electricity in the United States', The Laws of the Market, ed M. Callon, Blackwell, Oxford, pp. 147-173.
16. Hollis, N. (2005) 'Ten years of learning how online advertising builds brands', Journal of Advertising Research, June, pp. 255-269.
17. Hu, Y. (2004, 'Performance-based pricing models in online advertising', MIT Working Paper.
18. Karpik, L. (2010) Valuing the Unique: The Economics of Singularities, Princeton University Press, Princeton, NJ.
19. Kjellberg, H., & Helgesson, C. F. (2007) 'On the nature of markets and their Practices', Marketing Theory, vol. 7, 137-162. 10.1177/1470593107076862
20. Learmonth, M. (2010) 'Lowered expectations: Web redefines quality', Advertising Age, February22.
21. Lohtia, R., Donth, N. & Hershberger, E. (2003) 'The impact of content and design elements on banner advertising click-through rates, Journal of Advertising Research, December, pp. 410-418.
22. Muniesa, F. (2012) 'A flank movement in the understanding of valuation', in Measure and Value, ed L. Adkins and C. Lury, Wiley-Blackwell, Oxford, pp. 24-38.
23. Napoli, P. (2003) Audience Economics: Media Institutions and the Audience Marketplace, Columbia University Press, New York, NY.
24. Ouakrat, A. (2011) Publicité en ligne sur les sites de presse issus de l'imprimé. Construction du marché, logiques de fonctionnement et perspectives d'évolution, PhD dissertation, University of Paris2.
25. Parr, B. (2008) 'Ad Networks for Media Properties', Forrester Research, Cambridge, MA.
26. Salais, R. & Storper, M. (1997) Worlds of Production: The Action Frameworks of the Economy, Harvard University Press, Cambridge, MA.
27. Spanfeller J. (2009) 'Publishers are killing Web advertising's potential with misguided pricing', Paidcontent, August25.
28. Stark, D. (2009) The Sense of Dissonance: Accounts of Worth in Economic Life, Princeton University Press, Princeton, NJ.
29. Yaveroglu, I., & Donthu, N. (2008) 'Advertising repetition and placement issues in on-line environments', Journal of Advertising, vol. 37, no. 2, pp. 31-43.