Effects of Internet Display Advertising in the Purchase Funnel: Model-Based Insights from a Randomized Field Experiment

By Paul R. Hoban, Randolph E. Bucklin. 2015

189 citations recorded by the source corpus.

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

View Paper: https://www.semanticscholar.org/paper/8a129609ee89979469d8480af334248f1e5e55ff

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. Eric T. Bradlow
2. Peter S. Fader
3. Eric M. Schwartz

In Sociology and Political Science

1. Eric T. Bradlow
2. Eric M. Schwartz

In Strategy and Management

1. Eric T. Bradlow
2. Peter S. Fader

Citations in the corpus

• Customer Acquisition via Display Advertising Using Multi-Armed Bandit Experiments (2017, background): “Previous research has examined and questioned the effectiveness of display advertising (Goldfarb and Tucker 2011; Hoban and Bucklin 2015; Lambrecht and Tucker 2013; Manchanda et al. 2006; Reiley et al. 2011).”
• Digital marketing: A framework, review and research agenda (2017, unknown): “More recently, Hoban and Bucklin (2015) conducted an experiment that investigated the impact of display ads at different stages of the purchase funnel.”