Time-varying effects of search engine advertising on sales–An empirical investigation in E-commerce

作者：

Highlights：

• Focus on actual sales generated by search engine advertising campaigns instead of clicks.

• Consider the dynamic nature of search engine advertising campaigns.

• Reveal that effects of various factors on the sales do change over time.

• Demonstrate that carryover has a strong effect on sales generated by search engine advertising campaigns.

摘要

•Focus on actual sales generated by search engine advertising campaigns instead of clicks.•Consider the dynamic nature of search engine advertising campaigns.•Reveal that effects of various factors on the sales do change over time.•Demonstrate that carryover has a strong effect on sales generated by search engine advertising campaigns.

论文关键词：Online advertising,Electronic commerce,Advertising analytics,Business intelligence

论文评审过程：Received 10 January 2022, Revised 15 July 2022, Accepted 16 July 2022, Available online 23 July 2022, Version of Record 13 October 2022.

论文官网地址：https://doi.org/10.1016/j.dss.2022.113843