Internet advertising has come of age; yet little is known in research and practice about how digital channel advertising really works. The empirical research in this thesis intends to fill this gap and shed light on the effectiveness of online advertising. Two studies are conducted that focus on multichannel online advertising and search engine advertising, the single-most important online ad channel. In an interdisciplinary approach, both studies first develop com- prehensive theoretical models based on existing work in related research fields—for example, marketing and information retrieval (a blend of computer science, library science, information science, cognitive psychology, and statistics). This approach pays off. When applying both models to large advertiser data sets, they explain the effectiveness of online advertising signif- icantly better than any other previously published work and lead to new and insightful find- ings.
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