Where A/B testing goes wrong : how divergent delivery affects what online experiments cannot (and can) tell you about how customers respond to advertising
Michael Braun, and Eric M. Schwartz
| Year of publication: |
2025
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|---|---|
| Authors: | Braun, Michael ; Schwartz, Eric M. |
| Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7185, ZDB-ID 2052318-X. - Vol. 89.2025, 2, p. 71-95
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| Subject: | targeted online advertising | experimental design | measuring advertising effectiveness | Simpson's paradox | causal inference | field experiments | algorithmic targeting | social media platforms | Online-Marketing | Internet marketing | Experiment | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Feldforschung | Field research | Zielgruppe | Target group | Werbung | Advertising |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/00222429241275886 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015374198