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What Type of Digital Advertising is Most Effective for B2B Prospecting? The Case of IT Decision-Makers

Neumann, Nico; Tucker, Catherine E.; Subramanyam, Kumar; … - 2022

Business-to-business (B2B) marketers face the challenge of how to communicate best with decision-makers in a firm. For … example, firms selling software and IT need to identify IT decision-makers (ITDM) within a firm. The modern digital …

Persistent link: https://www.econbiz.de/10013288791

The comparative performance of online referral channels in e-commerce

Duan, Wenjing; Zhang, Jie Jennifer - In: Journal of management information systems : JMIS 38 (2021) 3, pp. 828-854

Persistent link: https://www.econbiz.de/10012804178

Attribution modelling in digital advertising for e-commerce

Alexandrovskiy, Sergey; Trundova, Olga - In: International journal of internet marketing and … 16 (2022) 1/2, pp. 19-37

Persistent link: https://www.econbiz.de/10013041198

Does ad blocking have an effect on online shopping?

Suárez, David; García-Mariñoso, Begoña - In: Telecommunications policy : the international journal … 45 (2021) 3, pp. 1-7

Persistent link: https://www.econbiz.de/10012614756

Attention, recall and purchase : experimental evidence on online news and advertising

Valletti, Tommaso M.; Veiga, André - 2021

We conduct an experiment where subjects read online news articles and are shown ads for brands next to those articles. Using eye-tracking technology, we measure the attention that each individual devotes to each article and ad. Then, respondents choose between cash or vouchers for the brands...

Persistent link: https://www.econbiz.de/10012495704

Impact of personalized social media advertisements on consumer purchase intention

Reena, Mehta; Udita, Kulkarni - In: Analele Universitătii Dunărea de Jos Galaţi 26 (2020) 2, pp. 15-24

Persistent link: https://www.econbiz.de/10012285799

The online target advertising design model : a conceptual model to provide theoretical guidelines, insights, and understanding in online target marketplaces and the development of...

Idemudia, Efosa C. - In: International journal of information technology and … 15 (2016) 3, pp. 195-226

Persistent link: https://www.econbiz.de/10011719661

Sunny, rainy, and cloudy with a chance of mobile promotion effectiveness

Li, Chenxi; Luo, Xueming; Cheng, Zhang; Wang, Xiaoyi - In: Marketing science : the marketing journal of the … 36 (2017) 5, pp. 762-779

Persistent link: https://www.econbiz.de/10011760394

Impact of advertising in creating brand equity with reference to e-tailers

Sarika Omkar P.; Naikwade, Shital Sainath - In: Asia-Pacific journal of management research and innovation 18 (2022) 3/4, pp. 95-106

Persistent link: https://www.econbiz.de/10014246903

Online purchase decision after viewing ads : factors related to sociodemographic and internet use on different digital channels

Barrichello, Alcides; Morano, Rogério Scabim; Santos, … - In: International journal of internet marketing and … 19 (2023) 1/2, pp. 20-41

Persistent link: https://www.econbiz.de/10014340162

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