Li, Zongwei; Tian, Xu; Chen, Jianing; Ren, Lingling; … - In: South African journal of business management 54 (2023) 1, pp. 1-11
Purpose: Online integrated marketing is arousing extensive attention from industry and academia, whereas no uniform conclusion on the effectiveness of integrated versus single marketing has been reached thus far. Accordingly, the integrated marketing effectiveness of paid search advertising and...