The effectiveness of cross-platform targeted advertising strategy

Author:

Liu Juan,Zhong WeijunORCID,Zhang Jianqiang,Mei Shu’e

Funder

National Natural Science Foundation of China

Postgraduate Research & Practice Innovation Program of Jiangsu Province

China Scholarship Council

Publisher

Springer Science and Business Media LLC

Subject

Human-Computer Interaction,Economics, Econometrics and Finance (miscellaneous)

Reference31 articles.

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2. ProfitWhales. (2022) Why is it vital to use cross-channel marketing on Amazon? [EB/OL]. March 24, 2022. from https://profitwhales.com/archives/articles/amazon-cross-channel-marketing#link1

3. Johar, M., Mookerjee, V., & Sarkar, S. (2014). Selling vs. profiling: Optimizing the offer set in web-based personalization. Information Systems Research, 25(2), 285–306.

4. Sahni, N. S., Narayanan, S., & Kalyanam, K. (2019). An experimental investigation of the effects of retargeted advertising: The role of frequency and timing. Marketing Research, 56(3), 401–418.

5. Jiang, Z. L., Chan, T., Che, H., & Wang, Y. W. (2021). Consumer search and purchase: An empirical investigation of retargeting based on consumer online behaviors. Marketing Science, 40(2), 219–240.

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