The effectiveness of contextual competitive targeting in conjunction with promotional incentives
Yiping (Amy) Song, Chee Wei (David) Phang, Shuai Yang, Xueming Luo
| Year of publication: |
2018
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|---|---|
| Authors: | Song, Yiping ; Phang, Chee Wei ; Yang, Shuai ; Luo, Xueming |
| Published in: |
International journal of electronic commerce : IJEC. - Philadelphia, Pa. : Routledge, Taylor & Francis Group, ISSN 1086-4415, ZDB-ID 1402660-0. - Vol. 22.2018, 3, p. 349-385
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| Subject: | Competitor targeting | contextual targeting | Google AdSense | information incongruity | online advertising | promotional incentives | strategic advertising | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Werbung | Advertising | Zielgruppe | Target group | Theorie | Theory | Verkaufsförderung | Sales promotion | Leistungsanreiz | Performance incentive | Wettbewerb | Competition | Anreiz | Incentives | Suchmaschine | Search engine |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10864415.2018.1462952 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://ebvufind01.dmz1.zbw.eu/10011884539