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时间:2019-10-10 18:08:37
DOI:10.1016/j.ijresmar.2016.10.002
大小:580 kb
页数:20 PAGES
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目录:
  • The impact of contextual television ads on online conversions: An application in the insurance industry
    • 1. Introduction
    • 2. Related literature
      • 2.1. Effects of contextual advertising on context-related products
      • 2.2. Effects of contextual advertising on context-unrelated products: the spillover inhibition effect
    • 3. Data
      • 3.1. Empirical context
      • 3.2. Dependent variable: number of online conversions
      • 3.3. Television advertising data set
      • 3.4. Contextual and neutral advertising
      • 3.5. Control variables
    • 4. Methodology
      • 4.1. Model setup
      • 4.2. Endogeneity of advertising
      • 4.3. Model specification
    • 5. Results
      • 5.1. Short-term effects of neutral advertising
      • 5.2. Short-term effects of car-contextual advertising
      • 5.3. Cumulative effects of advertising
      • 5.4. Control variables and control functions
      • 5.5. Advertising policy implications
      • 5.6. Robustness checks
    • 6. General discussion
      • 6.1. Research implications
      • 6.2. Managerial implications
      • 6.3. Limitations and future research
    • Acknowledgements
    • Appendix C. Supplementary data
    • References

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