Journal of Marketing Research
Công bố khoa học tiêu biểu
Sắp xếp:
From Generic to Branded: A Model of Spillover in Paid Search Advertising In Internet paid search advertising, marketers pay for search engines to serve text advertisements in response to keyword searches that are generic (e.g., “hotels”) or branded (e.g., “Hilton Hotels”). Although standalone metrics usually show that generic keywords have higher apparent costs to the advertiser than branded keywords, generic search may create a spillover effect on subsequent branded search. Building on the Nerlove–Arrow advertising framework, the authors propose a dynamic linear model to capture the potential spillover from generic to branded paid search. In the model, generic search advertisements serve to expose users to information about the brand's ability to meet their needs, raising awareness that the brand is relevant to the search. In turn, this can induce additional future search activity for keywords that include the brand name. Using a Bayesian estimation approach, the authors apply the model to data from a paid search campaign for a major lodging chain. The results show that generic search activity positively affects future branded search activity through awareness of relevance. However, branded search does not affect generic search, demonstrating that the spillover is asymmetric. The findings have implications for understanding search behavior on the Internet and the management of paid search advertising.
Journal of Marketing Research - Tập 48 Số 1 - Trang 87-102 - 2011
Price Competition and Endogenous Valuation in Search Advertising This article studies how to endogenously assess the value of a “superior” advertising position in the price competition and examines the resulting location competition outcomes and price dispersion patterns. The authors consider a game-theoretic model in which firms compete for advertising positions and then compete in price for customers in a product market. Firms differ in their competence, and positions are differentiated in their prominence, which reflects consumers' online search behavior. They find that when endogenously evaluated within the product market competition, a prominent advertising position might not always be desirable for a firm with competitive advantage, even if it is cost-free. The profitability of a prominent advertising position depends on the trade-off between the extra demand from winning the position and the higher equilibrium prices when the weaker competitor wins it. Furthermore, the authors show that the bidding outcome might not align with the relative competitive strength, and an advantaged firm might not be able to win the prominent position even when it values that position. They derive two-dimensional equilibrium price dispersion with the realized prices at the same position varying and the expected prices differing across different positions. They find that the expected price in the prominent position might not always be higher, implying that an expensive location does not necessarily lead to expensive products.
Journal of Marketing Research - Tập 48 Số 3 - Trang 566-586 - 2011
Location, Location, Location: An Analysis of Profitability of Position in Online Advertising Markets The authors evaluate the impact of ad placement on revenues and profits generated from sponsored search. Their approach uses data generated through a field experiment for several keywords from an online retailer's ad campaign. Using a hierarchical Bayesian model, the authors measure the impact of ad placement on both click-through and conversion rates. They find that while click-through rate decreases with position, conversion rate increases with position and is even higher for more specific keywords. The net effect is that, contrary to the conventional wisdom in the industry, the topmost position is not necessarily the revenue-or profit-maximizing position. The authors’ results inform the advertising strategies of firms participating in sponsored search auctions and provide insight into consumer behavior in these environments. Specifically, they help correct a significant misunderstanding among advertisers regarding the value of the top position. Furthermore, they reveal potential inefficiencies in current auction mechanisms that search engines use. The authors’ results also reveal the information search strategies that consumers use in sponsored search and provide evidence of recency bias for immediate purchases.
Journal of Marketing Research - Tập 48 Số 6 - Trang 1057-1073 - 2011
A Methodology for Linking Customer Acquisition to Customer Retention Customer acquisition and retention are not independent processes. However, because of data limitations, customer management decisions are frequently based only on an analysis of acquired customers. This analysis shows that these decisions can be biased and misleading. The author presents a modeling approach that estimates the length of a customer's lifetime and adjusts for this bias. Using the model, the author shows the financial impact of not accounting for the effect of acquisition on customer retention.
Journal of Marketing Research - Tập 38 Số 2 - Trang 262-268 - 2001
When Is It Worthwhile Targeting the Majority Instead of the Innovators in a New Product Launch?
Journal of Marketing Research - Tập 35 Số 4 - Trang 488 - 1998
Role of Product-Related Conversations in the Diffusion of a New Product
Journal of Marketing Research - Tập 4 Số 3 - Trang 291 - 1967
Predictive Testing of Consumer Choice Models Not Subject to Independence of Irrelevant Alternatives
Journal of Marketing Research - Tập 19 Số 2 - Trang 208 - 1982
The Effects of Traditional and Social Earned Media on Sales: A Study of a Microlending Marketplace Marketers distinguish three types of media: paid (e.g., advertising), owned (e.g., company website), and earned (e.g., publicity). The effects of paid media on sales have been extensively covered in the marketing literature. The effects of earned media, however, have received limited attention. The authors examine how two types of earned media, traditional (e.g., publicity and press mentions) and social (e.g., blog and online community posts), affect sales and activity in each other. They analyze 14 months of daily sales and media activity data from a microlending marketplace website using a multivariate autoregressive time-series model. They find that (1) both traditional and social earned media affect sales; (2) the per-event sales impact of traditional earned media activity is larger than for social earned media; (3) because of the greater frequency of social earned media activity, after adjusting for event frequency, social earned media's sales elasticity is significantly greater than traditional earned media's; and (4) social earned media appears to play an important role in driving traditional earned media activity.
Journal of Marketing Research - Tập 49 Số 5 - Trang 624-639 - 2012
Role of Product-Related Conversations in the Diffusion of a New Product This article reports an experiment designed to investigate the short-term sales effects of product-related conversations. The results show that exposure to favorable comments aids acceptance of a new product, while unfavorable comments hinder it.
Journal of Marketing Research - Tập 4 Số 3 - Trang 291-295 - 1967
Estimating Causal Installed-Base Effects: A Bias-Correction Approach New empirical models of consumer demand that incorporate social effects seek to measure the causal effect of past adopter's behavior—the “installed-base”—on current adoption behavior. Identifying such causal effects is challenging due to several alternative confounds that generate correlation in agents' actions. In the absence of experimental variation, a preferred solution has been to control for these spurious correlations using a rich specification of fixed effects. The authors show that fixed-effects estimators of this sort are inconsistent in the presence of installed-base effects; in simulations, random-effects specifications perform even worse. The analysis reveals the tension the applied empiricist faces in this area: a rich control for unobservables increases the credibility of the reported causal effects, but the incorporation of these controls introduces biases of a new kind in this class of models. The authors present two solutions: a modified version of an instrumental variable approach and a new bias-correction approach, both of which deliver consistent estimates of causal installed-base effects. The empirical application to the adoption of the Toyota Prius Hybrid in California shows evidence for social influence in diffusion and reveals that implementing the bias correction reverses the sign of the measured installed-base effect. The authors also discuss implications of the results for identification of models in marketing involving state dependence in demand, and incorporating discrete games of strategic interaction.
Journal of Marketing Research - Tập 50 Số 1 - Trang 70-94 - 2013
Tổng số: 140
- 1
- 2
- 3
- 4
- 5
- 6
- 14