Effectiveness of integrated offline-and-online promotions in omnichannel targeting : a randomized field experiment
Year of publication: |
2021
|
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Authors: | Lee, Seung Yoon ; Son, Yoonseock ; Oh, Wonseok |
Published in: |
Journal of management information systems : JMIS. - Abingdon, Oxon : Routledge, Taylor & Francis, ISSN 1557-928X, ZDB-ID 2033010-8. - Vol. 38.2021, 2, p. 484-516
|
Subject: | channel integration | mobile promotion | mobile targeting | offline-to-online | Omnichannel marketing | omnichannel migration | online-to-offline | randomized field experiment |
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