Competitive poaching in search advertising : two randomized field experiments
Siddharth Bhattacharya, Jing Gong, Sunil Wattal
| Year of publication: |
2022
|
|---|---|
| Authors: | Bhattacharya, Siddharth ; Gong, Jing ; Wattal, Sunil |
| Published in: |
Information systems research : ISR. - Linthicum, Md. : INFORMS, ISSN 1526-5536, ZDB-ID 2027203-0. - Vol. 33.2022, 2, p. 599-619
|
| Subject: | ad copy design | competitive poaching | horizontal differentiation | search advertising | vertical differentiation | Produktdifferenzierung | Product differentiation | Wettbewerb | Competition | Duopol | Duopoly | Werbung | Advertising | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Suchtheorie | Search theory | Feldforschung | Field research | Experiment | Suchmaschine | Search engine | Preiswettbewerb | Price competition |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/isre.2021.1073 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013363085