marketing effectiveness of paid search advertising and social advertising, and the moderating role of product type in it are … primarily investigated in this study. Design/methodology/approach: The interaction between paid search advertising and social … advertising and purchase is elucidated. Moreover, the moderating effects of product type on the relationship are examined. The …

Paid search has become an increasingly common form of advertising, comprising about half of all online advertising … platform Yelp.com. The experiment consists of roughly 18,000 restaurants and 24 million advertising exposures – randomly … assigning paid search advertising packages to more than 7,000 restaurants for a three-month period, with randomization done at …

the impact of the attribution strategy on the overall return-on-investment of paid search advertising. We estimate our … firms to better target customers and lower acquisition costs in the context of paid search advertising …

We study consumer response towards sponsored search advertising and how to improve advertising performance on a large e … suggest that consumers dislike search advertising in our setting, but quality certificates mitigate this aversion and increase … advertising sales. …