中国科学院机构知识库网格
Chinese Academy of Sciences Institutional Repositories Grid
Time-varying effects of search engine advertising on sales-An empirical investigation in E-commerce

文献类型:期刊论文

作者Yang, Yanwu2; Zhao, Kang1; Zeng, Daniel Dajun3; Jansen, Bernard Jim4
刊名DECISION SUPPORT SYSTEMS
出版日期2022-12-01
卷号163页码:15
ISSN号0167-9236
关键词Online advertising Electronic commerce Advertising analytics Business intelligence
DOI10.1016/j.dss.2022.113843
通讯作者Zhao, Kang(kang-zhao@uiowa.edu)
英文摘要As a mainstream advertising channel, Search Engine Advertising (SEA) has a huge business impact and attracts a plethora of attention from both academia and industry. One important goal of SEA is to increase sales. Never-theless, while previous research has studied multiple factors that are potentially related to the outcome of SEA campaigns, effects of these factors on actual sales generated by SEA remain understudied. It is also unclear whether and how such effects change over time in dynamic SEA campaigns that last for an extended period of time. As the first empirical investigation of the dynamic advertisement-sales relationship in SEA, this study builds an advertising response model within a time-varying coefficient (TVC) modeling framework, and estimates the model using a unique dataset from a large e-commerce retailer in the United States. Results reveal the effects of the advertising expenditure, consumer behaviors and advertisement characteristics on realized sales, and demonstrate that such effects on sales do change over time in non-linear ways. More importantly, we find that carryover has a stronger effect in generating sales than immediate or direct response does, and advertisers need to carefully decide how much to bid for higher ad positions. These findings have direct implications for business decision-making to launch more effective SEA campaigns and for SEA platforms to improve their pricing mechanism.
WOS关键词SPONSORED SEARCH ; BUDGET ALLOCATION ; ONLINE DISPLAY ; MODEL ; ADJUSTMENT ; PRODUCTS ; IMPACT
资助项目[72171093] ; [71672067]
WOS研究方向Computer Science ; Operations Research & Management Science
语种英语
出版者ELSEVIER
WOS记录号WOS:000872541700006
源URL[http://ir.ia.ac.cn/handle/173211/50502]  
专题自动化研究所_复杂系统管理与控制国家重点实验室_互联网大数据与安全信息学研究中心
通讯作者Zhao, Kang
作者单位1.Univ Iowa, Dept Business Analyt, Iowa City, IA 52242 USA
2.Huazhong Univ Sci & Technol, Sch Management, Wuhan 430074, Peoples R China
3.Chinese Acad Sci, Inst Automat, Beijing 100190, Peoples R China
4.HBKU, Qatar Comp Res Inst, Doha, Qatar
推荐引用方式
GB/T 7714
Yang, Yanwu,Zhao, Kang,Zeng, Daniel Dajun,et al. Time-varying effects of search engine advertising on sales-An empirical investigation in E-commerce[J]. DECISION SUPPORT SYSTEMS,2022,163:15.
APA Yang, Yanwu,Zhao, Kang,Zeng, Daniel Dajun,&Jansen, Bernard Jim.(2022).Time-varying effects of search engine advertising on sales-An empirical investigation in E-commerce.DECISION SUPPORT SYSTEMS,163,15.
MLA Yang, Yanwu,et al."Time-varying effects of search engine advertising on sales-An empirical investigation in E-commerce".DECISION SUPPORT SYSTEMS 163(2022):15.

入库方式: OAI收割

来源:自动化研究所

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