The effectiveness of cross-platform targeted advertising strategy
Juan Liu, Weijun Zhong, Jianqiang Zhang, Shu’e Mei
| Year of publication: |
2024
|
|---|---|
| Authors: | Zhong, Weijun ; Zhang, Jianqiang ; Mei, Shue |
| Published in: |
Electronic commerce research. - Dordrecht : Springer Science Business Media B.V., ISSN 1572-9362, ZDB-ID 2038488-9. - Vol. 24.2024, 4, p. 2831-2847
|
| Subject: | Advertising strategy | Privacy cost | Retargeted advertising | Targeting precision | Werbung | Advertising | Werbewirkung | Advertising effects | Zielgruppe | Target group | Konsumentenverhalten | Consumer behaviour | Werbeplanung | Advertising planning | Datenschutz | Data protection | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s10660-022-09659-0 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015196545