Modeling the Clickstream: Implications for Web-Based Advertising Efforts

By Patrali Chatterjee, Donna L. Hoffman, Thomas P. Novak. 2003

539 citations recorded by the source corpus.

Subfields: Management Science and Operations Research, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/81e8916b9d4eeb47c2e96c823b36d032b244842f

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In Management Science and Operations Research

In Marketing

In Sociology and Political Science

Citations in the corpus

A Hierarchical Marketing Communications Model of Online and Offline Media Synergies (2009, background): “In the context of political campaign ads, Lariscy and Tinkham (1996) find that (i) increasing media allocation to direct mail enhances the share of vote for non-incumbents and (ii) using multimedia campaign via television, newspaper, outdoor, printed literature, and direct mail outperforms a…”
A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry (2016, background): “Other work focused on clickstream data, with the goal of understanding the way that advertising and consumer browsing patterns interact to drive sales (e.g., Bucklin and Sismeiro 2003; Chatterjee, Hoffman, and Novak 2003; Montgomery et al. 2004).”
Digital marketing: A framework, review and research agenda (2017, unknown): “Their results showed that the inclusion of the retailer name in the search keywords generates higher CTR, while the inclusion of the brand name or longer search phrases leads to lower CTR.”
Analyzing the Relationship Between Organic and Sponsored Search Advertising: Positive, Negative, or Zero Interdependence? (2010, background): “…11212 XCPCfRank (12a) ),( 222 XfCPC (12b) ),,( 33131 XRankfq (12c) ),,( 44242 XRankfq (12d) ),,( 55151 XRankf (12e) ),,( 66262 XRankf (12f) ),( 777 XfN (12g) In the above simultaneous equations system, X1 – X7 are the exogenous covariates associated with the seven equations, respectively.”
Binge Watching and Advertising (2016, methodology): “Binge Watching and Advertising / 9 binary logit model (e.g., Chatterjee, Hoffman, and Novak 2003; Drèze and Hussherr 2003; Hoban and Bucklin 2015; Urban et al. 2014), where rits is affected by the viewing variables and control variables shown in Figure 5: logitðritsÞ = di + f1DEPTH EPISODEits +…”
Internet advertising: Is anybody watching? (2003, background): “Previous studies (e.g., Chatterjee, Hoffman, and Novak 1998 ) have shown that repetition”
Using Online Conversations to Study Word-of-Mouth Communication (2004, background): “For example, Kozinets (2002) investigates the Web as a source of ethnographic data, Danaher et al. (2003) compare online and offline brand loyalty, Park and Fader (2004) and Chatterjee et al. (2003) model online browsing and click behavior.”
Characterizing user behavior in online social networks (2009, methodology): “…of Systems Measurement techniques; H.3.5 [Information Storage and Retrieval]: Online Information Services Web-based services Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or…”
From Online Motivations to Ad Clicks and to Behavioral Intentions: An Empirical Study of Consumer Response to Social Media Advertising (2016, background): “Although ad clicks is an accountable measure for most social media marketers (Chatterjee et al., 2003), and such clicks can also lift sales in stores (Fulgoni & Lipsman, 2014), it would also be beneficial to know how ad clicks have direct effects on online sales.”
An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness (2009, background): “Previous work has also focused specifically on the use of interactivity in online ads (e.g., Ariely 2000; Chatterjee, Hoffman, and Novak 2003; Pavlou and Steward 2000).”
Just-in-time contextual advertising (2007, background): “A number of user studies also confirmed that improved relevance increases the number of ad-clicks [8, 27].”
Effects of Internet Display Advertising in the Purchase Funnel: Model-Based Insights from a Randomized Field Experiment (2015, background): “In some of the earliest work on display advertising, Chatterjee, Hoffman, and Novak (2003) focused on understanding what drives click-through rates.”
Privacy Regulation and Online Advertising (2010, background): “The use of stated purchase intent as a measure of ad effectiveness differs from the majority of the marketing literature such as Manchanda et al. (2006) and Chatterjee et al. (2003), which has focused on measuring the effect of ad exposure on click-through rates.”
EFFECTS OF INTERACTIVITY IN A WEB SITE: The Moderating Effect of Need for Cognition (2005, background): “Only when the consumer is motivated or interested does he or she click on one of these ads and begin to control the communication process, at which point, ad exposure becomes active (Chatterjee, Hoffman, and Novak 2003).”