From Generic to Branded: A Model of Spillover Dynamics in Paid Search Advertising

By Oliver J. Rutz, Randolph E. Bucklin. 2008

392 citations recorded by the source corpus.

Subfields: Management Science and Operations Research, Marketing

View Paper: https://www.semanticscholar.org/paper/6d09b9769e4cb495fb4ee2bcfded9739894ccd6f

How researchers see this paper

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

In Management Science and Operations Research

1. Anindya Ghose
2. Sha Yang
3. Catherine E. Tucker
4. Mingfeng Lin
5. Paul A. Pavlou
6. Yili Kevin Hong

In Marketing

1. Anindya Ghose
2. Sha Yang
3. Anja Lambrecht
4. Catherine E. Tucker
5. Florian Michahelles
6. Irena Pletikosa Cvijikj
7. Avi Goldfarb
8. Mingfeng Lin

Citations in the corpus

• Analyzing the Relationship Between Organic and Sponsored Search Advertising: Positive, Negative, or Zero Interdependence? (2010, positive): “Rutz and Bucklin (2008) show that there are spillovers between search advertising on branded and generic keywords, as some customers may start with a generic search to gather information, but later use a branded search to complete their transaction.”
• When Does Retargeting Work? Information Specificity in Online Advertising (2013, background): “4As in prior research (Rutz and Bucklin 2011), we do not have data to address measurement errors introduced by multiple cookies on multiple computers that lead to inaccurate matching of an individual consumer with an individual profile.”
• Online engagement factors on Facebook brand pages (2013, background): “Similarly, a study on online advertisement reported that the volume of CTR drops significantly over the weekend (Rutz and Bucklin 2008).”