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From generic to branded : a model of spillover in paid search advertising
Rutz, Oliver J.; Bucklin, Randolph E. - In: Journal of marketing research : JMR 48 (2011) 1, pp. 87-102
Persistent link: https://www.econbiz.de/10008858642
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Does banner advertising affect browsing for brands? : clickstream chioce model says yes, for some
Rutz, Oliver J.; Bucklin, Randolph E. - In: Quantitative marketing and economics : QME 10 (2012) 2, pp. 231-257
Persistent link: https://www.econbiz.de/10009554673
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A latent instrumental variables approach to modeling keyword conversion in paid search advertising
Rutz, Oliver J.; Bucklin, Randolph E.; Sonnier, Garrett P. - In: Journal of marketing research : JMR 49 (2012) 3, pp. 306-319
Persistent link: https://www.econbiz.de/10009563673
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Do you want to be my "friend"? : monetary value of word-of-mouth marketing in online communities
Trusov, Michael; Bucklin, Randolph E.; Pauwels, Koen - In: GfK marketing intelligence review : Marketingforschung … 2 (2010) 1, pp. 26-33
Persistent link: https://www.econbiz.de/10003982238
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Effects of word-of-mouth versus traditional marketing : findings from an Internet social networking site
Trusov, Michael; Bucklin, Randolph E.; Pauwels, Koen - In: Journal of marketing 73 (2009) 5, pp. 90-102
Persistent link: https://www.econbiz.de/10003875411
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Determining influential users in Internet social networks
Trusov, Michael; Bodapati, Anand V.; Bucklin, Randolph E. - In: Journal of marketing research : JMR 47 (2010) 4, pp. 643-658
Persistent link: https://www.econbiz.de/10009235363
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Modeling Indirect Effects of Paid Search Advertising: Which Keywords Lead to More Future Visits?
Rutz, Oliver J.; Trusov, Michael; Bucklin, Randolph E. - In: Marketing Science 30 (2011) 4, pp. 646-665
Many online shoppers initially acquired through paid search advertising later return to the same website directly. These so-called "direct type-in" visits can be an important indirect effect of paid search. Because visitors come to sites via different keywords and can vary in their propensity to...
Persistent link: https://www.econbiz.de/10010990377
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Modeling Indirect Effects of Paid Search Advertising: Which Keywords Lead to More Future Visits?
Rutz, Oliver J.; Trusov, Michael; Bucklin, Randolph E. - In: Marketing science : the marketing journal of the … 30 (2011) 4, pp. 646-666
Persistent link: https://www.econbiz.de/10009252664
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Marketing models for electronic commerce
Bucklin, Randolph E. - In: Handbook of marketing decision models, (pp. 327-369). 2008
Persistent link: https://www.econbiz.de/10003755278
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An introduction to the soecial issue
Bucklin, Randolph E. - In: Journal of retailing 91 (2015) 4, pp. 543-545
Persistent link: https://www.econbiz.de/10011422339