Social Sciences
8 years ago

Online advertising channels revolutionize consumer behavior and sales interactions.

Developments in marketing science: proceedings of the Academy of Marketing Science
Interrelations of Advertising Channels—An Empirical Study on Online Purchase Behavior
Sebastian Hild, Malte Brettel

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The article explores how different types of online advertising affect consumer behavior, focusing on the interaction between various advertising channels like banner ads and search engine ads. The researchers found that new advertising models on the internet, such as price comparison websites, play a significant role in influencing online purchase behavior. They discovered that clicked and unclicked ads can impact sales differently, and that price comparison websites have a unique role in online advertising. This study sheds light on how online advertising channels work together and how they can influence consumer decisions.