Effects of Multi-Channel Marketing on Consumers' Online Search Behavior

Autor:	Isar Kiani, Marie-Odile Richard, Nectarios Economakis, Michel Laroche
Rok vydání:	2013
Předmět:	Marketing business.industry Communication Advertising Online advertising Advertising account executive Power (social and political) Advertising research Advertising campaign Online search Native advertising business Multi channel
Zdroj:	Journal of Advertising Research. 53:431-443
ISSN:	0021-8499
DOI:	10.2501/jar-53-4-431-443
Popis:	Amid the plethora of research on advertising effectiveness, the authors of the current study believe consumers' online search behavior, subsequent to exposure to traditional advertising messages, has been understudied. Using data from a major telecommunication company, this study's findings support the influence of employing multiple channels, advertising expenditures, and television and online advertising on consumers' tendency to follow through with their own online investigations. INSET: Management Slant. [ABSTRACT FROM AUTHOR]
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::d833b67bcef5ce105ff672c8da640662 https://doi.org/10.2501/jar-53-4-431-443 Zobrazit plný text záznamu