How should retail advertisers manage multiple keywords in paid search advertising?
Alex Jiyoung Kim, Sungha Jang, Hyun S. Shin
| Year of publication: |
2021
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|---|---|
| Authors: | Kim, Alex Jiyoung ; Jang, Sungha ; Shin, Hyun |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 130.2021, p. 539-551
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| Subject: | Bidding strategy | Click behavior | Consumer purchase stage | Digital advertising | Multiple keywords | Search advertising | Online-Marketing | Internet marketing | Suchmaschine | Search engine | Werbewirkung | Advertising effects | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Online-Handel | Online retailing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2019.09.049 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012544869