Do mobile banner ads increase sales? : yes, in the offline channel
Year of publication: |
2019
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Authors: | Osinga, Ernst C. ; Zevenbergen, Menno ; Zuijlen, Mark W. G. van |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 36.2019, 3, p. 439-453
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Subject: | Coarsened exact matching | Digital advertising | Geographical field experiment | Mobile banner advertising | Mobile marketing | Propensity score matching | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Mobilkommunikation | Mobile communications | Mobile Marketing | Matching | Feldforschung | Field research | Vertriebsweg | Distribution channel | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising |
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