What is Different About Online Advertising?

By Avi Goldfarb. 2014

158 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/54998d38a6220e7929be1fc843d189519d8b8139

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Charles Kang
2. S. Tadelis
3. Chris Nosko
4. Shrihari Sridhar
5. Rajdeep Grewal
6. Thomas Blake
7. Frank Germann

In Sociology and Political Science

1. S. Tadelis
2. Chris Nosko
3. Shrihari Sridhar
4. Thomas Blake

In Strategy and Management

1. Charles Kang
2. S. Tadelis
3. Chris Nosko
4. Rajdeep Grewal
5. Thomas Blake
6. Frank Germann
7. O. Williamson
8. Caroline Flammer

Citations in the corpus

• Consumer Heterogeneity and Paid Search Effectiveness: A Large Scale Field Experiment (2014, background): “See Lewis and Reiley (2014a) and Johnson et al. (2014). (11)See Sahni (2011), Rutz and Bucklin (2011), Yao and Mela (2011), Chan et al.”
• Relating Online, Regional, and National Advertising to Firm Value (2016, background): “First, the Internet has facilitated the growth of online advertising in the last decade, and online advertising has moved from a peripheral to a central advertising medium because of its unique targeting capabilities (Doctorow, Hoblit, and Sekhar 2009; Goldfarb 2014, p. 115; Moorman 2013).”