The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework

By Evert de Haan, Thorsten Wiesel, Koen Pauwels. 2016

163 citations recorded by the source corpus.

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

View Paper: https://www.semanticscholar.org/paper/ad668bf5b50672b7af7347c1d564238296a3c690

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. Peter C. Verhoef
2. Thorsten Wiesel
3. Evert de Haan
4. Amar Cheema
5. Ahmed Ali Abbasi
6. L. Abraham
7. Jingjing Li
8. P. K. Kannan

In Sociology and Political Science

1. Peter C. Verhoef
2. Thorsten Wiesel
3. Evert de Haan
4. P. K. Kannan
5. Ahmed Ali Abbasi
6. L. Abraham
7. Jingjing Li
8. Amar Cheema

In Strategy and Management

1. Evert de Haan
2. P. K. Kannan
3. Peter C. Verhoef
4. Thorsten Wiesel
5. Amar Cheema

Citations in the corpus

• Device Switching in Online Purchasing: Examining the Strategic Contingencies (2018, result): “In line with other studies (e.g., De Haan, Wiesel, and Pauwels 2016), we find that lastclick attribution leads to incorrect insights.”
• Path to Purpose? How Online Customer Journeys Differ for Hedonic Versus Utilitarian Purchases (2020, background): “Furthermore, channel choices are interdependent and could vary at various stages of the customer journey (De Haan, Wiesel, and Pauwels 2016; Moe 2003; Valentini, Montaguti, and Neslin 2011).”