The impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value

Bayer, Emanuel; Srinivasan, Shuba; Riedl, Edward J.; Skiera, Bernd

doi:10.1016/j.ijresmar.2020.02.002

Cited by 71 publications

(53 citation statements)

References 64 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Regarding firms' online communication actions, the limited published evidence suggests that the firm-value impact of online advertising lies between the effect of offline national and regional advertising, but negative interaction effects of the three media types hint at weak communication integration or a ceiling effect of the impact of advertising in general (Sridhar et al, 2016). Bayer et al, 2020 show that paid search advertising has a more positive effect on sales than offline advertising, consistent with paid search being closest to the actual purchase decision and having enhanced targeting abilities. They find that display advertising has a relatively more positive effect on Tobin's q than offline advertising, consistent with its long-term effects.…”

Section: Digital Marketing and Firm Valuementioning

confidence: 99%

The marketing–finance interface: A new integrative review of metrics, methods, and findings and an agenda for future research

Edeling

Srinivasan

Hanssens

2021

International Journal of Research in Marketing

Self Cite

View full text Add to dashboard Cite

The marketing–finance interface is an important research field in marketing, helping demonstrate the accountability of marketing within companies and building a necessary interdisciplinary bridge to finance and accounting research. Since the first comprehensive review article by Srinivasan and Hanssens (2009), the marketing–finance field has broadened considerably, as has research in finance and accounting. This updated systematic review of extant and new research integrates research in marketing, finance, and accounting into an overarching marketing–finance research framework. We discuss new methodological developments and offer solutions to recent technical debates on the event-study method and Tobin’s q. Motivated in part by a survey of marketing–finance researchers, the article identifies and synthesizes four key emerging research areas: digital marketing and firm value, tradeoffs between “doing good” and “doing well,” the mechanisms of firm-value effects, and feedback effects. The article closes with a future research agenda for this dynamic research field and offers key conclusions.

show abstract

Section: Digital Marketing and Firm Valuementioning

confidence: 99%

The marketing–finance interface: A new integrative review of metrics, methods, and findings and an agenda for future research

Edeling

Srinivasan

Hanssens

2021

International Journal of Research in Marketing

Self Cite

View full text Add to dashboard Cite

show abstract

“…A variable qualifies as a control function if its inclusion in the estimation procedure renders the endogenous variable "suitably exogenous" (Woolridge 2015). Following Sridhar et al (2016), Rutz and Watson (2019), and Bayer et al (2020) and the procedure outlined in Woolridge ( 2015) we construct the control function by relating social media posts within the platform by other brands (j) to the posts of the focal brands (i) at every time t. Thus, we use the posts of the other brands as instruments to determine new variables, notably the residuals of Eqs. ( 1)-( 3), that when included in the focal model render the engagement as independent of the focal brand posts.…”

Section: Endogeneitymentioning

confidence: 99%

How does consumer engagement evolve when brands post across multiple social media?

Unnava

Aravindakshan

2021

J. of the Acad. Mark. Sci.

View full text Add to dashboard Cite

Brands allocate their social media advertising across multiple platforms such as Facebook, Twitter, Instagram, and YouTube. Because consumers use multiple social media, brand communications on one platform could generate engagement within the same platform (direct effects) and potentially impact engagement with the brand on the other platforms (spillover effects). Additionally, past engagement with a post on a platform could sustain into the future, thereby improving the longevity of posts (carryover effects). These effects could also vary across platforms. Drawing on recent advertising literature, the authors propose and test differential carryover, spillover, and direct effects within and across social media. The empirical analysis indicates that these effects exist and are significant, supporting the propositions presented. The analysis provides generalizable guidelines to social media marketers on the effectiveness of the various platforms at sustaining a post and at creating direct and spillover effects across other platforms. Finally, the study also exemplifies a resource allocation model for brands to use when allocating their efforts across the various social media platforms to maximize both consumer engagement and the firm’s return on social media investment.

show abstract

“…Online advertising has become the new mode of businesses in recent years, which can make full use of customers' digital traces to achieve more precise outputs. Compared with traditional advertising, online advertising has the advantages of lower production cost, faster update and maintenance, larger information capacity, wider audience, more precise delivery, more efficient retrieval, and faster communication speed [1].…”

Section: Introductionmentioning

confidence: 99%

A New Click-Through Rates Prediction Model Based on Deep&Cross Network

2020

View full text Add to dashboard Cite

With the development of E-commerce, online advertising began to thrive and has gradually developed into a new mode of business, of which Click-Through Rates (CTR) prediction is the essential driving technology. Given a user, commodities and scenarios, the CTR model can predict the user’s click probability of an online advertisement. Recently, great progress has been made with the introduction of Deep Neural Networks (DNN) into CTR. In order to further advance the DNN-based CTR prediction models, this paper introduces a new model of FO-FTRL-DCN, based on the prestigious model of Deep&Cross Network (DCN) augmented with the latest optimization technique of Follow The Regularized Leader (FTRL) for DNN. The extensive comparative experiments on the iPinYou datasets show that the proposed model has outperformed other state-of-the-art baselines, with better generalization across different datasets in the benchmark.

show abstract

The impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value

Cited by 71 publications

References 64 publications

The marketing–finance interface: A new integrative review of metrics, methods, and findings and an agenda for future research

The marketing–finance interface: A new integrative review of metrics, methods, and findings and an agenda for future research

How does consumer engagement evolve when brands post across multiple social media?

A New Click-Through Rates Prediction Model Based on Deep&Cross Network

Contact Info

Product

Resources

About