Investigating the spillover effect of keyword market entry in sponsored search advertising
Shijie Lu, Sha Yang
| Year of publication: |
November-December 2017
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| Authors: | Lu, Shijie ; Yang, Sha |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 36.2017, 6, p. 976-998
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| Subject: | search advertising | competition | distribution channel | entry game | keyword selection | infomediary | Internet marketing | Bayesian estimation | Online-Marketing | Markteintritt | Market entry | Suchmaschine | Search engine | Vertriebsweg | Distribution channel | Spillover-Effekt | Spillover effect | Werbung | Advertising | Werbewirkung | Advertising effects | Theorie | Theory | Wettbewerb | Competition | Bayes-Statistik | Bayesian inference |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mksc.2017.1053 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011791436