Multiple keywords management in sponsored search advertising with interrelated consumer clicks
Sungha Jang, Alex Jiyoung Kim, Jiho Yoon
| Year of publication: |
2022
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|---|---|
| Authors: | Jang, Sungha ; Kim, Alex Jiyoung ; Yoon, Jiho |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 140.2022, p. 459-470
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| Subject: | Bidding strategy | Bids optimization | Consumer clicks | Search advertising | Simultaneous equations Tobit model | Suchmaschine | Search engine | Online-Marketing | Internet marketing | Auktionstheorie | Auction theory | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Werbung | Advertising |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2021.11.015 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013040713