IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v112y2020icp254-260.html
   My bibliography  Save this article

The amplifying effect of branded queries on advertising in multi-channel retailing

Author

Listed:
  • Méndez-Suárez, Mariano
  • Monfort, Abel

Abstract

This article investigates the effect of online advertising (display, retargeting, social media and paid search) and offline advertising (TV and store flyers) on conducting branded search queries and the mediating role of these queries on web and store sales. Findings show that online and offline advertising increase consumers’ propensity to conduct branded search queries and that branded search queries combined with paid search advertising are the most relevant variables to generate sales on the web or in store in multi-channel retailing. Results have implications on the design of multi-channel communication campaigns. This study employs a partial least squares structural equation model (PLS-SEM), with data from a European electronic consumer multi-channel retailer, to measure simultaneously the total effect of online and offline advertising on sales mediated by branded queries and paid search advertising.

Suggested Citation

  • Méndez-Suárez, Mariano & Monfort, Abel, 2020. "The amplifying effect of branded queries on advertising in multi-channel retailing," Journal of Business Research, Elsevier, vol. 112(C), pages 254-260.
    • Handle: RePEc:eee:jbrese:v:112:y:2020:i:c:p:254-260
    DOI: 10.1016/j.jbusres.2019.10.042
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296319306307
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2019.10.042?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Randall Lewis & David Reiley, 2014. "Online ads and offline sales: measuring the effect of retail advertising via a controlled experiment on Yahoo!," Quantitative Marketing and Economics (QME), Springer, vol. 12(3), pages 235-266, September.
    2. Gudergan, Siegfried P. & Ringle, Christian M. & Wende, Sven & Will, Alexander, 2008. "Confirmatory tetrad analysis in PLS path modeling," Journal of Business Research, Elsevier, vol. 61(12), pages 1238-1249, December.
    3. Ailawadi, Kusum L. & Farris, Paul W., 2017. "Managing Multi- and Omni-Channel Distribution: Metrics and Research Directions," Journal of Retailing, Elsevier, vol. 93(1), pages 120-135.
    4. Hernant, Mikael & Rosengren, Sara, 2017. "Now what? Evaluating the sales effects of introducing an online store," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 305-313.
    5. Avi Goldfarb & Catherine Tucker, 2011. "Online Display Advertising: Targeting and Obtrusiveness," Marketing Science, INFORMS, vol. 30(3), pages 389-404, 05-06.
    6. Joo, Mingyu & Wilbur, Kenneth C. & Zhu, Yi, 2016. "Effects of TV advertising on keyword search," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 508-523.
    7. Mingyu Joo & Kenneth C. Wilbur & Bo Cowgill & Yi Zhu, 2014. "Television Advertising and Online Search," Management Science, INFORMS, vol. 60(1), pages 56-73, January.
    8. Aîda Mimouni & Ouidade Sabri-Zaaraoui & Béatrice Parguel, 2010. "Competitive Advertising Within Store Flyers: A Win-Win Strategy?," Post-Print halshs-00634439, HAL.
    9. Oliver J. Rutz & Michael Trusov & Randolph E. Bucklin, 2011. "Modeling Indirect Effects of Paid Search Advertising: Which Keywords Lead to More Future Visits?," Marketing Science, INFORMS, vol. 30(4), pages 646-665, July.
    10. Kirthi Kalyanam & John McAteer & Jonathan Marek & James Hodges & Lifeng Lin, 2018. "Cross channel effects of search engine advertising on brick & mortar retail sales: Meta analysis of large scale field experiments on Google.com," Quantitative Marketing and Economics (QME), Springer, vol. 16(1), pages 1-42, March.
    11. Mimouni Chaabane, Aîda & Sabri, Ouidade & Parguel, Béatrice, 2010. "Competitive advertising within store flyers: A win–win strategy?," Journal of Retailing and Consumer Services, Elsevier, vol. 17(6), pages 478-486.
    12. Avi Goldfarb & Catherine Tucker, 2011. "Rejoinder--Implications of "Online Display Advertising: Targeting and Obtrusiveness"," Marketing Science, INFORMS, vol. 30(3), pages 413-415, 05-06.
    13. Vinod, Hrishikesh D. & Lopez-de-Lacalle, Javier, 2009. "Maximum Entropy Bootstrap for Time Series: The meboot R Package," Journal of Statistical Software, Foundation for Open Access Statistics, vol. 29(i05).
    14. Naik, Prasad A. & Peters, Kay, 2009. "A Hierarchical Marketing Communications Model of Online and Offline Media Synergies," Journal of Interactive Marketing, Elsevier, vol. 23(4), pages 288-299.
    15. repec:dau:papers:123456789/7710 is not listed on IDEAS
    16. Streukens, Sandra & Leroi-Werelds, Sara, 2016. "Bootstrapping and PLS-SEM: A step-by-step guide to get more out of your bootstrap results," European Management Journal, Elsevier, vol. 34(6), pages 618-632.
    17. Sha Yang & Anindya Ghose, 2010. "Analyzing the Relationship Between Organic and Sponsored Search Advertising: Positive, Negative, or Zero Interdependence?," Marketing Science, INFORMS, vol. 29(4), pages 602-623, 07-08.
    18. Segarra-Moliner, Jose Ramón & Moliner-Tena, Miguel Ángel, 2016. "Customer equity and CLV in Spanish telecommunication services," Journal of Business Research, Elsevier, vol. 69(10), pages 4694-4705.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Erdmann, Anett & Arilla, Ramón & Ponzoa, José M., 2022. "Search engine optimization: The long-term strategy of keyword choice," Journal of Business Research, Elsevier, vol. 144(C), pages 650-662.
    2. Mariano Méndez-Suárez, 2021. "Marketing Mix Modeling Using PLS-SEM, Bootstrapping the Model Coefficients," Mathematics, MDPI, vol. 9(15), pages 1-12, August.
    3. Michał Kot, 2022. "An agent-based model of consumer choice. An evaluation of the strategy of pricing and advertising," Operations Research and Decisions, Wroclaw University of Science and Technology, Faculty of Management, vol. 32(1), pages 73-95.
    4. Dybro Liengaard, Benjamin, 2024. "Measurement invariance testing in partial least squares structural equation modeling," Journal of Business Research, Elsevier, vol. 177(C).
    5. Méndez-Suárez, Mariano & Crespo-Tejero, Natividad, 2021. "Why do banks retain unprofitable customers? A customer lifetime value real options approach," Journal of Business Research, Elsevier, vol. 122(C), pages 621-626.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kannan, P.K. & Li, Hongshuang “Alice”, 2017. "Digital marketing: A framework, review and research agenda," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 22-45.
    2. Randall Lewis & Dan Nguyen, 2015. "Display advertising’s competitive spillovers to consumer search," Quantitative Marketing and Economics (QME), Springer, vol. 13(2), pages 93-115, June.
    3. Mark, Tanya & Bulla, Jan & Niraj, Rakesh & Bulla, Ingo & Schwarzwäller, Wolfgang, 2019. "Catalogue as a tool for reinforcing habits: Empirical evidence from a multichannel retailer," International Journal of Research in Marketing, Elsevier, vol. 36(4), pages 528-541.
    4. Mengzhou Zhuang & Eric (Er) Fang & Jongkuk Lee & Xiaoling Li, 2021. "The Effects of Price Rank on Clicks and Conversions in Product List Advertising on Online Retail Platforms," Information Systems Research, INFORMS, vol. 32(4), pages 1412-1430, December.
    5. Weijia Dai & Hyunjin Kim & Michael Luca, 2023. "Frontiers: Which Firms Gain from Digital Advertising? Evidence from a Field Experiment," Marketing Science, INFORMS, vol. 42(3), pages 429-439, May.
    6. Guitart, Ivan A. & Hervet, Guillaume, 2017. "The impact of contextual television ads on online conversions: An application in the insurance industry," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 480-498.
    7. Brett R. Gordon & Florian Zettelmeyer & Neha Bhargava & Dan Chapsky, 2019. "A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook," Marketing Science, INFORMS, vol. 38(2), pages 193-225, March.
    8. Kireyev, Pavel & Pauwels, Koen & Gupta, Sunil, 2016. "Do display ads influence search? Attribution and dynamics in online advertising," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 475-490.
    9. Peitz, Martin & Reisinger, Markus, 2014. "The Economics of Internet Media," Working Papers 14-23, University of Mannheim, Department of Economics.
    10. Xingyue Zhang & Yuliang Yao, 2020. "How Much is Too Much? The Effect of Offline Call Intensity on Online Purchase of Digital Services," Production and Operations Management, Production and Operations Management Society, vol. 29(3), pages 509-525, March.
    11. Shun-Yang Lee & Julian Runge & Daniel Yoo & Yakov Bart & Anett Gyurak & J. W. Schneider, 2023. "COVID-19 Demand Shocks Revisited: Did Advertising Technology Help Mitigate Adverse Consequences for Small and Midsize Businesses?," Papers 2307.09035, arXiv.org, revised Jan 2024.
    12. Alex Jiyoung Kim & Subramanian Balachander, 2023. "Coordinating traditional media advertising and online advertising in brand marketing," Production and Operations Management, Production and Operations Management Society, vol. 32(6), pages 1865-1879, June.
    13. Bayer, Emanuel & Srinivasan, Shuba & Riedl, Edward J. & Skiera, Bernd, 2020. "The impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 789-804.
    14. Kirthi Kalyanam & John McAteer & Jonathan Marek & James Hodges & Lifeng Lin, 2018. "Cross channel effects of search engine advertising on brick & mortar retail sales: Meta analysis of large scale field experiments on Google.com," Quantitative Marketing and Economics (QME), Springer, vol. 16(1), pages 1-42, March.
    15. Anindya Ghose & Vilma Todri, 2015. "Towards a Digital Attribution Model: Measuring the Impact of Display Advertising on Online Consumer Behavior," Working Papers 15-15, NET Institute.
    16. van Ewijk, Bernadette J. & Stubbe, Astrid & Gijsbrechts, Els & Dekimpe, Marnik G., 2021. "Online display advertising for CPG brands: (When) does it work?," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 271-289.
    17. Goh, Khim-Yong & Chu, Junhong & Wu, Jing, 2015. "Mobile Advertising: An Empirical Study of Temporal and Spatial Differences in Search Behavior and Advertising Response," Journal of Interactive Marketing, Elsevier, vol. 30(C), pages 34-45.
    18. Anindya Ghose & Panagiotis G. Ipeirotis & Beibei Li, 2014. "Examining the Impact of Ranking on Consumer Behavior and Search Engine Revenue," Management Science, INFORMS, vol. 60(7), pages 1632-1654, July.
    19. Shengqi Ye & Goker Aydin & Shanshan Hu, 2015. "Sponsored Search Marketing: Dynamic Pricing and Advertising for an Online Retailer," Management Science, INFORMS, vol. 61(6), pages 1255-1274, June.
    20. Ziliang Deng & Peter W Liesch & Zeyu Wang, 2021. "Deceptive signaling on globalized digital platforms: Institutional hypnosis and firm internationalization," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(6), pages 1096-1120, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:112:y:2020:i:c:p:254-260. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.