Online Advertising Research Articles

Digitalization Management in the Corporate Banking Sector of Ukraine

Introduction. Digitalization in trendy banking services requires changing their relationships with corporate clients within the framework of an individual approach to each client in the context of the development of the latest information and communication technologies and Internet marketing. Therefore, improving the business customer service system based on innovative technologies in banks to increase their competitiveness and profitability remains relevant. Aim and tasks. This study aims to examine the trends in banks’ service of corporate clients in the context of the latest financial technology development and to determine the directions for forming a digitalization strategy in corporate banking in Ukraine. Results. The growth of corporate clients in the banking system of Ukraine in 2022-2024 became possible due to the digitalization of management and the implementation of electronic payment systems, which contributed to the growth in the number of open accounts, which increased by 27%, while the growth of remote servicing increased from 78% to 89% of business clients. The top 10 banks in Ukraine account for 75% of the funds in corporate clients’ accounts. Along with high reliability, the clients of these banks have come to value the digital services that banks provide that meet global standards. As a result of the growth in the volume of banking services provided to corporate clients in 2023 using digital technologies, the volume of fee and commission income of the Ukrainian banking system increased by 13% compared to 2022. Conclusions. The banking system of Ukraine is in the process of digital transformation that promotes the transformation of financial institutions into high-tech platforms capable of creating new algorithms for generating profit from digital technologies. Implementing digital transformation in the banking sector increases the number of banks` corporate clients and their satisfaction with banking products and services. This leads to an increase in the efficiency of banking activities and banks’ profitability through increased commission income. The forecasting of commission income of Ukraine’s banking system conducted in this study showed that further introduction of digitalization into corporate banking could contribute to their growth by at least 8% annually.

Implementation of the Internet marketing concept in an institution of higher education

The authors of the paper analyze the advantages and challenges associated with the use of Internet marketing in higher education institutions and offer recommendations on the effective use of these technologies to improve the image of the institution and increase the flow of students. It is shown that the Internet marketing is a powerful tool for higher education institutions, one that, when used effectively, can significantly improve both the student experience and institutional outcomes. The paper examines the role of student satisfaction as a key indicator for the development of effective marketing strategies of a higher educational institution. The authors emphasize the relationship between the level of student satisfaction and success in attracting new applicants. An analysis of various aspects of student satisfaction with the site is carried out. By examining students' interactions with the school's website, the authors identify critical factors that influence satisfaction, assessed using the Customer Satisfaction Index (CSI) methodology. The study results indicate that utilizing this method is helpful in identifying which website attributes have the greatest influence on user satisfaction and experience. Additionally, the paper discusses practical recommendations for continuously monitoring and increasing student satisfaction, which contributes to the long-term development of higher education institutions and strengthening their position on the educational market. By ensuring that their digital platforms are technically sound and that the content remains accessible and relevant, universities can create a more supportive online environment for their students. It is proven that the digital experience provided by the institution’s website plays a pivotal role in shaping the opinions of prospective students. Accordingly, the authors recommend that higher education institutions prioritize the development of user-friendly, mobile-optimized websites, as these elements significantly contribute to positive user experiences and, by extension, higher satisfaction rates.

Digital Skills Improvement for MSMEs in Rural Areas for Online Marketing

This Community Service (PKM) aims to improve the digital skills of MSME actors in rural areas, especially in online marketing, through online training using the Zoom platform. This activity is motivated by the low digital skills of MSMEs in rural areas, which limits their access to the digital market. The method used is participatory action research (PAR), involving 30 MSME actors who are selected by purposive sampling. The training lasts four weeks and includes two weekly sessions, covering material on digital marketing, the use of social media, e-commerce, and marketing performance monitoring. The results showed a significant improvement in participants' digital skills, with an average pre-test score of 45 increasing to 80 on the post-test. Implementing the skills learned also resulted in an increase in engagement on social media by 40% and an increase in online transactions by 20%-30%. Participants gave positive feedback regarding the relevance of the training and the application of the skills taught. This activity fills the gap in previous research by focusing on practical strategies adapted to the conditions of MSMEs in rural areas. The main obstacle faced is the problem of internet connectivity, which needs to be considered in the next training. Overall, this activity has succeeded in increasing the competitiveness of MSMEs in the digital market

Conversion practice recall and mental health symptoms in sexual and gender minority adults in the USA: a cross-sectional study

Conversion practices are associated with psychological morbidity, yet few studies have evaluated differences between efforts to change gender identity, sexual orientation, or both. We aimed to examine the individual and joint association of conversion practice recall targeted at gender identity or sexual orientation, or both, with current mental health symptoms among sexual and gender minority people. This cross-sectional study used data from The PRIDE Study, a US-based, online, prospective cohort study of sexual and gender minority adults who were recruited through social media, digital advertisements, and sexual and gender minority community-based events and organisations. For this analysis, we included participants who completed a lifetime questionnaire in 2019-20 and a subsequent annual questionnaire in 2020-21 without missing outcome data. All questionnaires were in English. The exposure was lifetime recall of conversion practice targeting gender identity alone, sexual orientation alone, or both (versus no conversion practice). Mental health outcomes were continuous measures: Generalized Anxiety Disorder 7-item scale, Patient Health Questionnaire 9-item (depression) scale, Post-Traumatic Stress Disorder Checklist 6-item scale, and Suicide Behaviors Questionnaire-Revised scale. We used linear regression to analyse the associations of conversion practice recall and mental health symptoms, controlling for demographic and childhood factors and stratified between cisgender and transgender and gender diverse groups. Sensitivity analyses evaluated the potential impact of unmeasured confounding. Analyses were conducted in R. We included people with related lived experience in the design and implementation of this study. Of 6601 participants who completed the lifetime questionnaire in 2019-20, 4440 completed the subsequent annual questionnaire in 2020 or 2021, and 4426 did not have missing outcome data. Of the 4426 included participants, 4073 (92·0%) identified as White (either alone or in combination with other ethnoracial options), 460 (10·4%) identified with multiple ethnoracial identities, and 1923 (43·4%) were transgender and gender diverse. Participants' age ranged from 18 years to 84 years (median 31·7 years, IQR 25·5-44·1). 149 (3·4%) participants reported sexual orientation-related conversion practice alone, 43 (1·0%) reported gender identity-related conversion practice alone, and 42 (1·0%) reported both. Recalling both forms of conversion practice was most strongly associated with greater post-traumatic stress disorder (PTSD; β 2·84, 95% CI 0·94-4·74) and suicidality (2·14, 0·95-3·32) symptoms. Recall of only sexual orientation-related conversion practice was associated with greater symptoms of PTSD (1·10, 0·22-1·98). Recall of gender identity-related conversion practice alone was most strongly associated with greater depressive symptoms (3·24, 1·03-5·46). Only associations for suicidality differed between cisgender and transgender and gender diverse participants, although the latter showed higher mental health symptoms overall. Findings were moderately robust to potential sources of unmeasured confounding in sensitivity analysis. Recall of conversion practice exposure was associated with a range of mental health symptoms among sexual and gender minority people. These findings support calls to ban conversion practices because of their effects as a structural determinant of mental health. Gill Foundation, Dona Rockstand, and Patient-Centered Outcomes Research Institute.

PORTRAIT OF THE FREELANCE MARKET IN THE NEW ECONOMY OF KAZAKHSTAN

The current global trends in the rapid development of information technology, in particular the development of Internet marketing, have led to the fact that the bulk of the active population has become independent of a permanent place of work. Flexible forms of employment have become more popular nowadays, as they have allowed the employee to work as efficiently as possible, realize their labor potential and maximize job satisfaction. Modern restrictions associated with the pandemic have further increased the relevance of remote work. The purpose of the article is to study the remote work market in Kazakhstan according to data for 2021, as well as to study self–employed independent freelance professionals as a relatively new layer of the labor market working remotely. To achieve this goal, the work reflects foreign research on the freelance market, analysis of the infrastructure of the Kazakh remote work market, determination of the main characteristics of independent specialists for 2021 based on the author's survey: socio-demographic characteristics, working hours, income level, motivation, etc. The authors used methods of comparative analysis, generalization and systematization in their work, a historical and logical method. As a result, the article presents a portrait of the Kazakhstani freelance market, highlights the main socio-economic parameters of the modern freelance market and suggests reasonable measures for the development of this phenomenon.

Empowerment Of Bamboo Weaving Crafts Business In The “Aishwarya Asih” Business Group In Sulahan Village, Bangli Regency

Bangli Regency is rich in bamboo plants, namely plants belonging to the graminae family (grasses) and has a very flexible texture and is easy to create into various kinds of craft products. The business group that is a partner in the 2024 community service program is called the "Aishwarya Asih" Business Group, chaired by Ni Wayan Sukaini. The problems faced by partners are 1) product marketing which is still carried out conventionally, 2) other problems are in the process of recording product sales transactions, 3) problems in the production sector, namely related to the availability of facilities and infrastructure. The solutions provided are, 1) provision of a website and online marketing training and assistance, 2) training and assistance in recording digital financial transactions, 3) provision of supporting facilities and infrastructure for production.

Application Development Model E-Commerce in Traditional Markets Using the TOGAF Framework

The existence of traditional markets is increasingly being eroded by the presence of online market models that already utilize various e-commerce platforms. However, the TOGAF Framework provides a ray of hope. Even though the existence of traditional markets is unlikely to disappear, if traders in traditional markets do not try to adapt to using e-commerce, it will have an impact on losing customers, losing turnover, and will even affect the acceleration of their business. Architectural design for system development in traditional market activities can provide an important picture of how to advance traditional market industries that will not be out of competition with modern markets. TOGAF (The Open Group Architecture Framework) provides a detailed method of how patterns build, manage, and implement enterprise architecture and information systems called the Architecture Development Method. Analysis using the TOGAF Framework provides an overview of how to plan, design, develop and implement information system architectures for traditional markets. The results of this design analysis are an information technology architectural design which is the basis for traditional market managers, especially in Indonesia, in advancing the business processes of traders in the market so that they are not unable to compete with modern markets but with gap analysis constraints that must really be considered with regard to internet infrastructure problems in the market, sellers who are not fully able to use technology due to age and not all forms of goods on the market can be sold through e-commerce platforms. This gap analysis will make e-commerce implementation slow to implement.

Empowerment of Bamboo Weaving Crafts by Women Farmers Group Dana Mertha Mesari, Kayubihi Village

Bamboo woven craft artisans in Kayubihi Village, especially Banjar Bangklet-Kayang, come from mothers, especially those who work as farmers. The problems faced by partners include: 1) Bookkeeping is still done conventionally so that it is less effective and efficient; 2) Distribution and marketing of products are carried out traditionally so that the scope of the product market share is still minimal; 3) the availability of facilities and infrastructure, raw materials, and auxiliary materials has reached the end of its economic life. The solutions offered to this problem are 1) Financial Transaction Recording Training and Provision of a Digitalized Financial Recording System; 2) Provision of a Website as a Form of Marketing Strategy and Online Marketing Strategy Training; 3) Provision of Production Supporting Facilities and Infrastructure.

Pelatihan Digital Marketing Guna Meningkatkan Penjualan UMKM Kecap Manis

Sweet soy sauce MSMEs in Bantul Regency have great potential in supporting the local and national economy, but they have not yet optimally utilized digital technology for marketing. This study aims to improve the understanding and skills of sweet soy sauce MSMEs in Bantul in the field of digital marketing through comprehensive training. A qualitative method with a case study approach was used to explore the impact of the training on 15 MSMEs. The results showed an 80% increase in understanding and skills of MSMEs in utilizing digital platforms such as social media and e-commerce, as well as changes in the attitudes and behavior of MSME owners towards digital technology. A 30% increase in sales and market expansion were other positive impacts. However, understanding of online advertising still needs to be improved, with only 20% of MSMEs having a good understanding of it. This study recommends further training that is more specific and in-depth, as well as ongoing mentoring for MSMEs.

OPTIMIZING PROGRAMMATIC ADVERTISING: A MACHINE LEARNING APPROACH TO PREDICTIVE AD TARGETING

In the ever-evolving landscape of digital advertising, programmatic advertising has emerged as a pivotal tool for automating ad placement and targeting audiences at scale. However, traditional methods often fall short in accurately predicting user behavior and delivering relevant ads to the right audiences. This study explores the potential of machine learning (ML) techniques to enhance predictive ad targeting within the programmatic advertising ecosystem. By applying a range of supervised and unsupervised ML models, including decision trees, neural networks, and clustering algorithms, we assess the ability of these models to improve ad relevance and engagement while optimizing budget allocation. Our findings reveal that ML-driven predictive targeting significantly increases click-through rates (CTR) and conversion rates compared to conventional targeting strategies. This research highlights the implications of using ML to improve ad targeting precision, reduce ad spend wastage, and enhance user experience. These insights contribute to the advancement of programmatic advertising strategies by demonstrating the transformative impact of AI and ML on audience segmentation and predictive ad delivery.

Teaching Programmatic Buying in a Media Planning Class

Programmatic advertising has come to dominate the landscape of digital media planning. To prepare ad majors for their future careers in the industry, it is essential to teach students programmatic buying and provide them with hands-on experience. In this article, the authors present their approach of integrating teaching programmatic buying into a media planning course. A key feature of their educational package is a custom digital media buying tool developed by the authors. They hope this article will benefit other college educators in this field and spark further discussions on best teaching practices of programmatic buying and digital media planning.

Hooked by curiosity: The zeigarnik effect amplifying customer loyalty and brand advocacy through thumb-stopper advertisements

This study rigorously examines the Zeigarnik Effect's impact on consumer loyalty and brand advocacy through Thumb Stopper Advertisements. Investigating Emotional Appeal, Attention and Engagement Metrics, Brand Messaging, Storytelling, Customer Loyalty, and Brand Advocacy reveal pivotal mechanisms driving these dynamics in digital advertising. Employing mixed methods encompassing quantitative and qualitative approaches, we engaged 303 participants through an online survey, unveiling insights into Thumb Stopper Ad interactions and the ensuing brand perceptions. A comprehensive understanding was attained through four hypotheses tested using Structural Equation Modelling (SEM). This study was based on the "Zeigarnik Effect" model introduced by Russian psychologist Bluma Zeigarnik in 1927. Thumb-stopper advertisements that evoke strong emotions attract viewers and are strengthened by narrative. Engagement metrics mediated emotional appeal and brand messaging, shedding light on the intricate dynamics of thumb-stopper advertisements. Marketers can elevate thumb-stopper ads through astutely crafted campaigns to cultivate robust customer loyalty and advocacy.

Effects of bimanual vs unimanual motor actions on consumer behavior intention and attitude

PurposeThis study aims to understand how unimanual and bimanual motor actions in the form of writing a message (handwriting and typing) influences consumer behavior intention and attitude.Design/methodology/approachThree studies have been conducted to understand how the method of writing (typing or handwriting) and moderator type of message (moderator: emotional vs. rational) can influence persuasion variables.FindingsThis paper shows evidence that bimanual and unimanual motor actions activate contralateral brain hemispheres and influence consumer behavior. Specifically, how the use of these motor actions leads to a change in behavior intention and attitude. Furthermore, how bidirectional behavior and role-reversal occurs when a unimanual vs bimanual motor actions are used to create an emotional or rational message.Research limitations/implicationsThis research focuses on explaining cognitive implications of unimanual vs bimanual motor actions (typing vs handwriting) on self and specifically on consumers when they are exposed to situations of producing/creating a message. Adding further evidence to persuasion, behavior intention and attitude research in embodied cognition (e.g. Petty and Cacioppo, 1986b; Briñol and Petty, 2008), the role of haptic interfaces in online marketing and consumer behavior (e.g. Brasel and Gips, 2015). The authors did not collect any FMRI data but it can be the future scope of this work.Practical implicationsThe novel findings of bimanual and unimanual motor actions have a direct application to the current scenario of the online reviews/surveys, which have become a crucial point for e-commerce businesses and retailers that require customers to give feedback. Since, consumer emotions can influence behavioral outcomes and decision making through sensory cues (Abdolmohamad Sagha et. al, 2022; Haase Wiedmann and Labenz, 2022). From this perspective, depending on the mapping/recording of the felt emotionality or rationality by the customer, the feedback method can be oriented in a way to reduce the effect of negative reviews. Further applications are suggested for retailers, increasing prosocial or sustainable behavior and attitudes.Social implicationsMarketing and advertising research conducted in different social settings is considered important in neuropsychology and neurophysiology research (Pozharliev et al., 2017). Therefore, this research can be extended to test in different social settings and marketing contexts, for example, in the virtual reality, metaverse and gamification. Thus, this research can serve as an avenue to examine the bimanual and unimanual motor actions in a scenario where the participants can combine several motor actions, for example, talking on the phone or walking while filling consumer reviews online/offline and wearing the VR devices like Apple Vision Pro and performing unimanual or bimanual motor actions.Originality/valueMapping of human behavior has always been done dependent on the cognition aspect and limited in its scope for embodied cognition. The results can be used for more direct and impactful ways of conducting surveys, feedback and handling communications for major businesses. In addition, it can be a helpful tool for message persuasion for a new brand or increasing awareness about sustainable consumption depending on typed or handwritten inputs by a potential consumer.

Impact of Exposure to Online Advertising on The Intention to Download Online Loan Applications Among Young Adults (18-27 Years) in Indonesia

This study examines the impact of online loan advertisements on the behavior of Generation Z (Gen-Z) in Indonesia, specifically their propensity to download loan applications. Data from Gen-Z individuals aged 18-27 were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) to evaluate the effects of informativeness, entertainment, irritation, and incentives on advertisement value. Findings show that these advertising elements, especially incentives, significantly influence inspire-to behavior. Mediating factors such as advertisement value, perceived risk, and trust also play a significant role. The respondent profile indicates a majority of males, Bachelor's degree holders, and students. The study suggests that enhancing marketing strategies in the online loan sector requires understanding the factors influencing Gen-Z's decisions. It also highlights the importance of reducing unacceptable advertising elements. Future research should consider a more diverse sample and updated theoretical models. This study contributes to digital marketing and consumer behavior literature, providing insights for more effective and responsible online loan advertising in Indonesia.

Assessment of the effectiveness of online e-resources marketing tools in university libraries

Purpose This study aims to assess the effectiveness of online e-resource marketing tools used by university libraries to market e-resources. The specific objectives of this study were to uncover the e-resources that are showcased by university libraries, find out instructions posted by libraries to facilitate access and utilization of e-resources, examine marketing tools used, examine how current and relevant marketing messages and test the functionality of the marketing tools used. Design/methodology/approach An exploratory research design was used to assess the effectiveness of e-resources marketing tools. The study population included all public university libraries in Tanzania. The sample was purposively selected to include all publicly funded libraries as they work under similar management environments. Data collection involved the evaluation of online marketing tools using a matrix checklist. Findings It was revealed that most university libraries use websites for showcasing e-resources. The commonly used social media for marketing e-resources is Facebook followed by Instagram while Twitter and Ask a Librarian are the least used. The results further show that only a few universities provide instructions on how to access and use e-resources. The findings indicate that universities had active communication platforms for marketing e-resources. Furthermore, less than 50% of marketing messages are active and current. It is recommended that marketing e-resources should be integrated into the library’s plans and strategies and this should be informed by library policies. Research limitations/implications Given that, this study involved Tanzanian public university libraries, it is possible that the findings do not represent the same situation in all academic university libraries in the nation. Originality/value This study assesses the effectiveness of online tools used to market e-resources in university libraries in Tanzania. It reveals the e-resources that are showcased online, the instructions provided on how to access the e-resources and the functionality of the marketing tools. Unlike the previous research, which primarily focused on evaluating the Web-based tools in university and college libraries, this study focused on public libraries in the country. The results will not only contribute to the theoretical and practical understanding of the functionality of the marketing tools but also provide actionable insights to decision-makers in libraries in marketing their e-resources.

Fair and optimal prediction via post‐processing

AbstractWith the development of machine learning algorithms and the increasing computational resources available, artificial intelligence has achieved great success in many application domains. However, the success of machine learning has also raised concerns about the fairness of the learned models. For instance, the learned models can perpetuate and even exacerbate the potential bias and discrimination in the training data. This issue has become a major obstacle to the deployment of machine learning systems in high‐stakes domains, for example, criminal judgment, medical testing, online advertising, hiring process, and so forth. To mitigate the potential bias exhibited by machine learning models, fairness criteria can be integrated into the training process to ensure fair treatment across all demographics, but it often comes at the expense of model performance. Understanding such tradeoffs, therefore, is crucial to the design of optimal and fair algorithms. My research focuses on characterizing the inherent tradeoff between fairness and accuracy in machine learning, and developing algorithms that can achieve both fairness and optimality. In this article, I will discuss our recent work on designing post‐processing algorithms for fair classification, which can be applied to a wide range of fairness criteria, including statistical parity, equal opportunity, and equalized odds, under both attribute‐aware and attribute‐blind settings, and is particularly suited to large‐scale foundation models where retraining is expensive or even infeasible. I will also discuss the connections between our work and other related research on trustworthy machine learning, including the connections between algorithmic fairness and differential privacy as well as adversarial robustness.

Pemanfaatan Humas Siber pada Akun Instagram Band Musik Dangdut Guyon Waton

This research aims to find out how the band Guyon Waton's cyber public relations is used on Instagram. This research uses a qualitative method with a descriptive approach which uses the concept of Puspitasari and Purwani theory which is generally carried out through the use of Cyber Public Relations namely, Constant Internet Communication, Fast Internet Response, Internet Global Market, Interactive, Two-way Communication, and Economical . The results of this research show that the use of cyber public relations on Instagram by the Guyon Waton band is quite good in several ways based on analysis, namely, constant internet communication, fast internet response, global internet market, interactive, two-way communication, and economical. Guyon Waton has a characteristic of uploading funny content and follower content to keep his followers connected and active. The conclusion is that Guyon Waton uses Instagram as a medium for publicizing band activities. In its use, Guyon Waton carries out communication in a unique way, namely replying to DM messages which are then uploaded to Instagram stories. Apart from that, another unique way is to upload funny memes and some viral content to bring to life the meaning of Guyon Waton itself, namely outrageous jokes. In this unique way, Guyon Waton has so many fans that it has earned the title of band with the most followers in Indonesia at 1.5 million followers.

Delivery service and online-and-offline purchasing for collaborative recommendations on retail cross-channels

ABSTRACT The delivery service business model is the final link in logistics for both online-and-offline business. Online-and-offline business models combine e-commerce and physical commerce, using online marketing techniques to drive consumption in physical channels. Delivery service and online-and-offline purchasing for collaborative recommendations on retail cross-channels are complex and cross-disciplinary problems of enterprise integration. This study implements two-stage data mining analytics for clustering and association rules analysis, to investigate Taiwan consumers’ (n = 2,209) preferences for delivery service. This process clarifies online-and-offline purchasing behaviours and preferences to find knowledge profiles/patterns/rules for cross-channel collaborative recommendations. Finally, theoretical and practical implications for methodology and enterprise are presented.

ISLAND TOURISM AND COVID-19: BUTLERS TOURISM AREA LIFE CYCLE, CULTURE, AND SWOT ANALYSIS

The purpose of this current research is to study island tourism during the COVID-19 pandemic. A unique island in the North Atlantic Ocean, in the Arctic region, was chosen to analyse island tourism. It is a European country, Iceland, located near the North Pole, at the "top of the world". In contrast to the well-known concept of sand island tourism, Iceland can be said to offer snow island tourism. In this remote area, the economic slowdown became noticeable somewhat later than in other regions of the world due to the COVID-19 pandemic. The methodology chosen to be presented in this study involves the use of a SWOT analysis to help clarify business strategy, applied to shed light on the strengths, weaknesses, opportunities and threats to a small open economy in the wake of the COVID-19 pandemic, focusing on island tourism, with a tourist destination located in the middle of the North Atlantic Ocean, almost equidistant from the US and Europe. The tourism industry in Iceland has grown substantially in recent years and has become the most important sector of the Icelandic economy in recent years, generating significant foreign exchange earnings for the country. In this analysis, tourism exports are presented as a share of GDP in line with international economic theories. Additionally, the country case study is considered in conjunction with the Butlers Tourism Area life cycle and culture in the analysis. The results of the SWOT analysis indicate that, when considering the strengths, weaknesses, opportunities and threats faced by the market, the overall growth potential of the market is significant. Practical implications include the need to strengthen the infrastructure further to best supply tourism opportunities. New opportunities are seen in online advertising, social media, digital marketing, food culture and historical culture, as well as sustainable and renewable resources. In addition, more attractions and pedestrian areas, as well as improved ski resorts. The value / originality of this study is somewhat unique, as it analyses island tourism, showing the successful development of tourism after the COVID-19 pandemic on remote islands in the North Atlantic Ocean. Ultimately, the summary and conclusions provide an overview and suggestions to consider when looking for ways to successfully promote tourism in the post-COVID crisis market.

Informed consent and coercion in recruitment advertisements for oocyte donors

BackgroundAs the use of donor eggs for in vitro treatment has increased, both medically affiliated and private donor egg agencies have turned to online advertisements to recruit donors. The American Society for Reproductive Medicine provides recommendations encouraging ethical recruitment of donors, however there is no formal regulation for the informed consent process for egg donor recruitment and compensation. Underrepresentation of risks and targeted financial incentives may pose a risk to the informed consent process.MethodsData from online advertisements for egg donors active between January 1 - August 31, 2020, were collected to analyze content related to risks, Covid-19 precautions, donor payment, and desired donor characteristics. Advertisements for egg donors on Google, Craigslist, and social media were analyzed. Primary outcomes included the mention of the risks of egg donation, including the risk of Covid-19 exposure, in donor egg advertisements. Secondary outcomes included language targeting specific donor characteristics and financial compensation.Results103 advertisements were included. 35.9% (37/103) of advertisements mentioned some risk of the egg donation process, and 18.5% (19/103) mentioned risks or precautions related to Covid-19 exposure. Of advertisements for private donor egg agencies, 40.7% (24/59) mentioned any risk, compared to 29.6% (13/44) of medically affiliated egg donation programs; the difference was not statistically significant (p-value = 0.24). Agencies targeting students and donors of a specific race were more likely to offer payments over $10,000 for an egg donation cycle. Among advertisements offering over $20,000 for donor compensation, 72.7% (8/11) recruited women under the age of 21.ConclusionEgg donor recruitment advertisements, for both medically affiliated programs and private agencies, were unlikely to mention risks including the risk of exposure to Covid-19. Non-medically affiliated private donor egg agencies were more likely to violate multiple American Society for Reproductive Medicine ethics guidelines, including offering higher than average compensation, and recruiting donors from young and vulnerable populations.