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Der Köder zum Mitmachen : Online-Mediaplanung mit Targeting-Technologien

Kastner, Margit - 2009 - 1. Aufl.

Persistent link: https://www.econbiz.de/10003863610

Erfolgreiches Online-Marketing : Schritt für Schritt zum Ziel

Schwarz, Torsten - 2008

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Guerrilla marketing's effects on Gen Y's word-of-mouth intention : a mediation of credibility

Tam Duc Dinh; Khuong Ngoc Mai - In: Asia Pacific journal of marketing and logistics 28 (2016) 1, pp. 4-22

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Advertising strategy in the presence of reviews : an empirical analysis

Hollenbeck, Brett; Moorthy, Sridhar; Proserpio, Davide - In: Marketing science : the marketing journal of the … 38 (2019) 5, pp. 793-811

Persistent link: https://www.econbiz.de/10012120907

Advertising strategy in the presence of reviews : an empirical analysis

Hollenbeck, Brett; Moorthy, Sridhar; Proserpio, Davide - 2017

We study the relationship between online reviews and advertising spending in the hotel industry. Combining a dataset of TripAdvisor reviews with other datasets describing these hotels' advertising expenditures, we show, first, that online ratings have a causal demand-side effect on ad spending....

Persistent link: https://www.econbiz.de/10011897809