Wang, Feng; Yang, Zhi; Wang, Feng; Lu, Chongyu; Wu, Yueyan - In: Asia Pacific Journal of Marketing and Logistics 34 (2021) 6, pp. 1285-1302
Purpose: This study investigates the effect of keyword portfolio characteristics on sales in paid search advertising. The authors propose two keyword portfolio characteristics (variety and disparity) and examine the effects of portfolio variety and portfolio disparity on direct and indirect...