advertisers in search ads position auctions. Our model prescribes the optimal cooperative advertising strategies from the …Channel coordination in search advertising is an important but complicated managerial decision for both manufacturers … and retailers. Due to the highly concentrated market of search advertising, a manufacturer's and its retailers' ads can …

social advertising more markedly affects the sales of utilitarian products. Moreover, the above-described two advertisements … 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 …