Performance analysis of keyword advertising campaign using gender-brand effect of search queries
Partha Mukherjee; Bernard J. Jansen
| Year of publication: |
2014
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|---|---|
| Authors: | Mukherjee, Partha ; Jansen, Bernard J. |
| Published in: |
Electronic commerce research and applications. - Amsterdam [u.a.] : Elsevier, ISSN 1567-4223, ZDB-ID 2539019-3. - Vol. 13.2014, 2, p. 139-149
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| Subject: | Sponsored search | Gender orientation | Branding focus | ANOVA | Games-Howell test | Suchmaschine | Search engine | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Geschlecht | Gender | Werbung | Advertising | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011348327