Mobile searching versus online searching : differential effects of paid search keywords on direct and indirect sales
Feng Wang, Li Zuo, Zhi Yang, Yueyan Wu
| Year of publication: |
2019
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|---|---|
| Authors: | Wang, Feng ; Zuo, Li ; Yang, Zhi ; Wu, Yueyan |
| Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 47.2019, 6, p. 1151-1165
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| Subject: | Mobile | Online | Paid search advertising | Keyword specificity | Keyword cost | Suchmaschine | Search engine | Online-Marketing | Internet marketing | Online-Handel | Online retailing | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Suchtheorie | Search theory | Mobilkommunikation | Mobile communications | Informationsverhalten | Information behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11747-019-00649-7 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012153452