The introduction of tablets in online retailing has created an additional touch point through which e-commerce firms can interact with consumers. In this paper, we seek to understand and measure the causal impact of tablets on e-commerce sales. In doing so, we examine the complementary and...

Service marketers have access to many forms of acquisition channels. Therefore, understanding which channel is the most effective at attracting loyal customers is of growing importance. However, evaluation of a customer acquisition channel is not always straightforward. Ideally, the true...