10.6 Spillovers

Kitts et al. (2014)

Joo et al. (2014)

N. S. Sahni (2016)

Yang and Ghose (2010)

Ghose and Todri-Adamopoulos (2016)

Rutz and Bucklin (2011)

References

Ghose, Anindya, and Vilma Todri-Adamopoulos. 2016. “Toward a Digital Attribution Model: Measuring the Impact of Display Advertising on Online Consumer Behavior.” MIS Quarterly 40 (4): 889–910. https://doi.org/10.25300/misq/2016/40.4.05.

Joo, Mingyu, Kenneth C. Wilbur, Bo Cowgill, and Yi Zhu. 2014. “Television Advertising and Online Search.” Management Science 60 (1): 56–73. https://doi.org/10.1287/mnsc.2013.1741.

Kitts, Brendan, Michael Bardaro, Dyng Au, Al Lee, Sawin Lee, Jon Borchardt, Craig Schwartz, John Sobieski, and John Wadsworth-Drake. 2014. “20th ACM SIGKDD Conference.” In. ACM Press. https://doi.org/10.1145/2648584.2648591.

Rutz, Oliver J., and Randolph E. Bucklin. 2011. “From Generic to Branded: A Model of Spillover in Paid Search Advertising.” Journal of Marketing Research 48 (1): 87–102. https://doi.org/10.1509/jmkr.48.1.87.

Sahni, Navdeep S. 2016. “Advertising Spillovers: Evidence from Online Field Experiments and Implications for Returns on Advertising.” Journal of Marketing Research 53 (4): 459–78. https://doi.org/10.1509/jmr.14.0274.

Yang, Sha, and Anindya Ghose. 2010. “Analyzing the Relationship Between Organic and Sponsored Search Advertising: Positive, Negative, or Zero Interdependence?” Marketing Science 29 (4): 602–23. https://doi.org/10.1287/mksc.1090.0552.