Current technology allows firms to produce a granular record of every touch point a consumer makes in their online purchase journey before they convert at a firm's website. However, firms still depend on aggregate measures to guide their marketing investments in multiple online marketing...

Although third-party trust seals have been in use for long by online retailers, systematic studies of the effectiveness of these trust signaling mechanisms are scarce. Using a unique dataset of over a quarter million online transactions across 493 online retailers, this study seeks to...