The influence of product integration on online advertising effectiveness

Electronic Commerce Research and Applications

Volumn 10, Issue 3, 2011, Pages 288-303

  Song, Peijian ^a   Xu, Heng ^b   Techatassanasoontorn, Angsana ^b   Zhang, Cheng ^c  

^a NANJING UNIVERSITY   (China)

^b PENNSYLVANIA STATE UNIVERSITY   (United States)

^c FUDAN UNIVERSITY   (China)

Author keywords

Advertising effectiveness; Empirical research; Field study; Information goods; Online advertising; Product integration; Quasi experiment

Indexed keywords

EMPIRICAL RESEARCH; FIELD STUDIES; INFORMATION GOODS; ONLINE ADVERTISING; PRODUCT INTEGRATION; QUASI-EXPERIMENT;

BEHAVIORAL RESEARCH; DATA PROCESSING; EXPERIMENTS; INTEGRATION;

MARKETING;

EID: 79958088383     PISSN: 15674223     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.elerap.2010.09.003     Document Type: Article

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