Is paid search overrated? : when bricks-and-mortar-only retailers should not use paid search
Year of publication: |
2018
|
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Authors: | Schlangenotto, Darius ; Kundisch, Dennis ; Wünderlich, Nancy V. |
Published in: |
Electronic markets : the international journal on networked business. - Heidelberg : Springer, ISSN 1019-6781, ZDB-ID 1309988-7. - Vol. 28.2018, 4, p. 407-421
|
Subject: | Paid search | Consumer behavior across channels | Substitution effects | Field experiment | Bricks-and-mortar-only | Konsumentenverhalten | Consumer behaviour | Einzelhandel | Retail trade | Suchtheorie | Search theory | Feldforschung | Field research | Suchmaschine | Search engine |
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