Consumer Search and Purchase: An Empirical Investigation of Retargeting Based on Consumer Online Behaviors-Reference-Cited by-同舟云学术

Consumer Search and Purchase: An Empirical Investigation of Retargeting Based on Consumer Online Behaviors

Published:2021-03 Issue:2 Volume:40 Page:219-240
ISSN:0732-2399
Container-title:Marketing Science
language:en
Short-container-title:Marketing Science

Author:

Jiang Zhenling¹^ORCID,Chan Tat²,Che Hai³^ORCID,Wang Youwei⁴^ORCID

Affiliation:

1. The Wharton School, University of Pennsylvania, Philadelphia, Pennsylvania 19104;

2. Olin School of Business, Washington University in St. Louis, St. Louis, Missouri 63130;

3. A. Gary Anderson Graduate School of Management, UCR School of Business, University of California, Riverside, Riverside, California 92521;

4. School of Management, Fudan University, Shanghai 200433, China

Abstract

This paper empirically investigates how marketers can retarget consumers who have searched online but did not purchase, based on their search behaviors.

Publisher

Institute for Operations Research and the Management Sciences (INFORMS)

Subject

Marketing,Business and International Management

Reference29 articles.

1. Conditioning Prices on Purchase History

2. Personalized Online Advertising Effectiveness: The Interplay of What, When, and Where

3. Sequential Search with Refinement: Model and Application with Click-Stream Data

4. Individual Marketing with Imperfect Targetability

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