The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework
Evert de Haan, Thorsten Wiesel, Koen Pauwels
| Year of publication: |
September 2016
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| Authors: | Haan, Evert de ; Wiesel, Thorsten ; Pauwels, Koen |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 33.2016, 3, p. 491-507
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| Subject: | Marketing attribution | Content integration | Customer initiated | Structural vector autoregression | Restricted impulse response function | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | VAR-Modell | VAR model | Werbewirkung | Advertising effects | Marketingmanagement | Marketing management |