Discovering synergies and conflicts in online and offline in-store engagement
Year of publication: |
2023
|
---|---|
Authors: | Banerjee, Syagnik ; Sultan, Fareena ; Hofacker, Charles F. |
Published in: |
Journal of marketing analytics : JMA. - Houndmills : Palgrave Macmillan, ISSN 2050-3326, ZDB-ID 2735891-4. - Vol. 11.2023, 4, p. 761-776
|
Subject: | Competitor spillovers | Dwell time | In-store engagement | Media synergy | Negative binomial regression | Social media | Social Web | Social web | Online-Marketing | Internet marketing | Synergie | Synergy | Spillover-Effekt | Spillover effect | Einzelhandel | Retail trade |
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