Trade-offs in online advertising : advertising effectiveness and annoyance dynamics across the purchase funnel
Year of publication: |
2020
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Authors: | Todri, Vilma ; Ghose, Anindya ; Singh, Param Vir |
Published in: |
Information systems research : ISR. - Catonsville, MD : INFORMS, ISSN 1047-7047, ZDB-ID 1081934-4. - Vol. 31.2020, 1, p. 102-125
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Subject: | consumer annoyance | dynamic models | hidden Markov models | digital advertising | ad repetition | purchase funnel | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Werbung | Advertising | Markov-Kette | Markov chain |
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