Is paid search overrated? When bricks-and-mortar-only retailers should not use paid search
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DOI: 10.1007/s12525-018-0287-4
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Cited by:
- Darius Schlangenotto & Martin Poniatowski & Dennis Kundisch, 2018. "What Drives Paid Search Success: A Systematic Literature Review," Working Papers Dissertations 31, Paderborn University, Faculty of Business Administration and Economics.
- Cai, Ya-Jun & Lo, Chris K.Y., 2020. "Omni-channel management in the new retailing era: A systematic review and future research agenda," International Journal of Production Economics, Elsevier, vol. 229(C).
- Kim, Hongbum & Ryu, Min Ho & Lee, Daeho & Kim, Jang Hyun, 2022. "Should a small-sized store have both online and offline channels? An efficiency analysis of the O2O platform strategy," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
- Barbara Dinter & Jan Krämer, 2018. "Data-driven innovations in electronic markets," Electronic Markets, Springer;IIM University of St. Gallen, vol. 28(4), pages 403-405, November.
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More about this item
Keywords
Paid search; Consumer behavior across channels; Substitution effects; Field experiment; Bricks-and-mortar-only;All these keywords.
JEL classification:
- M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
- L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
- L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
Statistics
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