Examining the impact of keyword ambiguity on search advertising performance : a topic model approach
Jing Gong, Vibhanshu Abhisek, Beibei Li
| Year of publication: |
September 2018
|
|---|---|
| Authors: | Gong, Jing ; Abhisek, Vibhanshu ; Li, Beibei |
| Published in: |
Management information systems : mis quarterly. - Minneapolis, MN : Carlson School of Management, University of Minnesota, ISSN 0276-7783, ZDB-ID 405089-7. - Vol. 42.2018, 3, p. 805-829
|
| Subject: | Sponsored search advertising | topic models | keyword ambiguity | machine learning | hierarchical Bayesian model | Online-Marketing | Internet marketing | Suchmaschine | Search engine | Bayes-Statistik | Bayesian inference | Künstliche Intelligenz | Artificial intelligence | Werbewirkung | Advertising effects | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.25300/MISQ/2018/14042 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011919570