Marketing of Digital Products

My dissertation comprises of three essays that theoretically and empirically investigate the marketing of digital products, which are information products such as newspapers and books sold in both physical and electronic form. In the first essay, we study product form bundling, defined as marketing two or more forms of the same product as a package. We show experimentally that, regarding information products, the usage situations communicated to consumers moderate the effect of the availability of bundle discount on the purchase likelihood for the product form bundle. We also compare the effect of different pricing strategies for information products. When no bundle discount is offered, the likelihood of buying both forms of an information product, holding the sum of their prices constant…

Author: Koukova, Nevena Taneva

Source: University of Maryland

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