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Direct-to-consumer advertising and online search

Chesnes, Matthew; Jin, Ginger Zhe - In: Information economics and policy : IEP 46 (2019), pp. 1-22

Persistent link: https://www.econbiz.de/10012301759

Effects of paid search advertising on product sales : a Chinese semantic perspective

Yang, Zhi; Wu, Yueyan; Lu, Chongyu; Tu, Yangjun - In: Journal of marketing management : JMM ; journal of the … 36 (2020) 15/16, pp. 1481-1504

Persistent link: https://www.econbiz.de/10012395563

Immediate responses of online brand search and price search to TV ads

Du, Rex Yuxing; Xu, Linli; Wilbur, Kenneth C. - In: Journal of marketing 83 (2019) 4, pp. 81-100

Persistent link: https://www.econbiz.de/10012176072

The impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value

Bayer, Emanuel; Srinivasan, Shuba; Riedl, Edward J.; … - In: International journal of research in marketing : IJRM ; … 37 (2020) 4, pp. 789-804

Persistent link: https://www.econbiz.de/10012494716

How should retail advertisers manage multiple keywords in paid search advertising?

Kim, Alex Jiyoung; Jang, Sungha; Shin, Hyun - In: Journal of business research : JBR 130 (2021), pp. 539-551

Persistent link: https://www.econbiz.de/10012544869

The effects of price rank on clicks and conversions in product list advertising on online retail platforms

Zhuang, Mengzhou; Fang, Eric; Lee, Jongkuk; Li, Xiaoling - In: Information systems research : ISR 32 (2021) 4, pp. 1412-1430

Persistent link: https://www.econbiz.de/10012805193

How do search ads induce and accelerate conversion? : the moderating role of transaction experience and organizational type

Chalil, Tengku Munawar; Dahana, Wirawan Dony; Baumann, … - In: Journal of business research : JBR 116 (2020), pp. 324-336

Persistent link: https://www.econbiz.de/10012257614

Dynamics in clickthrough and conversion probabilities of paid search advertisements

Castelein, Anoek; Fok, Dennis; Paap, Richard - 2019

engine advertising (SEA) strategies. Our model deals with dynamic SEA environments for a large number of keywords: it allows …

Persistent link: https://www.econbiz.de/10012057153

The amplifying effect of branded queries on advertising in multi-channel retailing

Méndez Suárez, Mariano; Monfort, Abel - In: Journal of business research : JBR 112 (2020), pp. 254-260

Persistent link: https://www.econbiz.de/10012230588

The Branding Effect of Sponsored Search Advertising : Value-per-Click vs. Value-per-Impression

Yang, Yanwu - 2018

Advertising efforts mainly aim to build broader brand image and increase sales. In the online context, widely …-successful sponsored search advertising (SSA), which predominantly employs performance-based schemes (e.g., pay-per-click), has been … urgently called for. This paper is among the first attempts to formalize both types of advertising effects and the related …

Persistent link: https://www.econbiz.de/10012933662