Competitive Advertising on Brand Search: Traffic Stealing and Click Quality
Author:
Affiliation:
1. Columbia Business School, Columbia University, New York, New York 10027
Abstract
Publisher
Institute for Operations Research and the Management Sciences (INFORMS)
Subject
Marketing,Business and International Management
Reference28 articles.
1. Abadie A, Athey S, Imbens GW, Wooldridge J (2017) When should you adjust standard errors for clustering? NBER Working Paper No. 24003, National Bureau of Economic Research, Cambridge, MA.
2. Position Auctions with Consumer Search
3. Trademarks, Triggers, and Online Search
4. Consumer Heterogeneity and Paid Search Effectiveness: A Large-Scale Field Experiment
5. Incremental Clicks
Cited by 9 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献
1. Are consumers averse to sponsored messages? The role of search advertising in information discovery;Quantitative Marketing and Economics;2023-11-20
2. Exploring the Role of Online Courses in COVID-19 Crisis Management in the Supply Chain Sector—Forecasting Using Fuzzy Cognitive Map (FCM) Models;Forecasting;2023-11-20
3. How Viewer Tuning, Presence, and Attention Respond to Ad Content and Predict Brand Search Lift;Marketing Science;2022-09
4. Privacy-Centric Digital Advertising: Implications for Research;Customer Needs and Solutions;2022-03-30
5. How consumer digital signals are reshaping the customer journey;Journal of the Academy of Marketing Science;2022-02-19
1.学者识别学者识别
2.学术分析学术分析
3.人才评估人才评估
"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370
www.globalauthorid.com
TOP
Copyright © 2019-2024 北京同舟云网络信息技术有限公司 京公网安备11010802033243号 京ICP备18003416号-3