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Can social media marketing lead to abnormal portfolio returns?
Bank, Semra; Yazar, Evrim Erdogan; Sivri, Ugur - In: European research on management and business economics 25 (2019) 2, pp. 54-62
This study tests the impact of usage of Twitter as a microblogging service provider on shareholders' returns and … Twitter account and, if so, their number of followers and tweets and the increase in the number of followers. The returns from … these portfolios indicate that better Twitter performance according to these metrics does not provide any significant …
Persistent link: https://www.econbiz.de/10012016588
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Driving online and offline sales : the cross-channel effects of digital versus traditional advertising
Dinner, Isaac M.; Heerde, Harald J. van; Neslin, Scott A. - 2011 - Rev.
Today's marketing environment is characterized by a surge in multichannel shopping and ever more choice in advertising channels. This requires firms to understand how both digital and traditional advertising drive sales within the same channel (e.g., digital advertising affecting online sales)...
Persistent link: https://www.econbiz.de/10009626237
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Online surveys vs. online observations : a comparative analysis of online research methods and their impact on brand management
Bíró, Szilvia; Botzenhardt, Florian; Ferdinand, … - In: Markenbrand : die Strategiequelle ; Zeitschrift für … (2014) 2, pp. 49-56
The internet offers market researchers a broad variety of possibilities to gather information and insights. Online surveys and online observations are to commonly used research methods. In this article, both methods are being compared and their possible value proposition in terms of brand...
Persistent link: https://www.econbiz.de/10010380722
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Competitive Poaching in Sponsored Search Advertising and Its Strategic Impact on Traditional Advertising
Sayedi, Amin - 2012
Traditional advertising, such as TV and print advertising, primarily builds awareness of a firm's product among consumers. On the other hand, sponsored search advertising can target consumers in a later stage of the purchase process because they self-identify themselves by searching for a...
Persistent link: https://www.econbiz.de/10013106898
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The Effects of Traditional and Social Earned Media on Sales : A Study of a Microlending Marketplace
Stephen, Andrew T. - 2014
Marketers distinguish between three types of media: paid (e.g., advertising), owned (e.g., company website), and earned (e.g., publicity). The effects of paid media on sales have been extensively covered in the marketing literature. The effects of earned media, however, have received limited...
Persistent link: https://www.econbiz.de/10013070732
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The Complex Dynamics of Sponsored Search Advertising Markets
Robu, Valentin - 2014
This paper provides a comprehensive study of the structure and dynamics of online advertising markets, mostly based on techniques from the emergent discipline of complex systems analysis. First, we look at how the display rank of a URL link influences its click frequency, for both sponsored...
Persistent link: https://www.econbiz.de/10013071008
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Online Market Entry and Channel Sharing Strategy With Direct Selling Dis-economies in the Sharing Economy Era
Li, Guo - 2020
Channel sharing is an important marketing strategy for giant retailers who sell their own store brands and resell national brands for cooperative manufacturers simultaneously. To expand their market and increase profitability, national brand manufacturers may consider entering the online market...
Persistent link: https://www.econbiz.de/10012838825
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Higher Education Marketing Communications in the Digital Era
Camilleri, Mark Anthony - 2020
This chapter examines the global marketing environment of today's higher education institutions (HEIs). (Semi) Autonomous HEIs and business schools are increasingly behaving like for-profit organisations as they seek new opportunities and resources to prioritise revenue creation. Therefore, they...
Persistent link: https://www.econbiz.de/10012843674
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Leveraging Information from Sponsored Advertising at Online Retail Marketplaces
Long, Fei - 2020
E-commerce platforms, such as Amazon, Alibaba and Flipkart, that match sellers and consumers at an unprecedented scale, operate their internal search engines to help buyers find relevant products from a large number of sellers, and also allow sellers to advertise to consumers for positions in...
Persistent link: https://www.econbiz.de/10012844549
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An Overview of Evolution of E-Marketing in India and Consumers Perception Towards E-Marketing
Rehman, Anis ur - 2017
The Internet is growing at a rate of almost 50-100% per year in India. From being a medium for exchange of information and communication between the scientific research workers, it has opened a vast vista of entertainment and information (edutainment) for millions of people on the Internet...
Persistent link: https://www.econbiz.de/10012958218