Li, Zongwei; Tian, Xu; Chen, Jianing; Ren, Lingling; … - In: South African journal of business management 54 (2023) 1, pp. 1-11
marketing effectiveness of paid search advertising and social advertising, and the moderating role of product type in it are … primarily investigated in this study. Design/methodology/approach: The interaction between paid search advertising and social … empirical analysis confirms a complementary relationship between paid search and social advertising on enhancing purchase …