Show simple item record

dc.contributor.author
Klapdor, Sebastian
dc.contributor.author
Anderl, Eva
dc.contributor.author
Schumann, Jan H.
dc.contributor.author
von Wangenheim, Florian
dc.date.accessioned
2022-08-19T06:22:06Z
dc.date.available
2022-08-19T06:16:40Z
dc.date.available
2022-08-19T06:20:59Z
dc.date.available
2022-08-19T06:22:06Z
dc.date.issued
2015-12
dc.identifier.issn
0021-8499
dc.identifier.issn
1740-1909
dc.identifier.other
10.2501/jar-2015-024
en_US
dc.identifier.uri
http://hdl.handle.net/20.500.11850/564907
dc.description.abstract
Advertisers use multiple online channels to reach consumers over the Internet. Yet, to the current authors' knowledge, little is known about how prior user behavior across these advertising channels can be used to predict conversions. To address this issue, the authors of the current paper drew on advertising-response and purchase decision-making theory, as well as findings about user search and information processing on the web. Analyzing a clickstream data set (electronic records of users' online activity), the authors found that consumer reactions to advertising messages through multiple channels were strong predictors of purchase propensity. Advertisers, the authors believe, can use the results to predict purchasing behavior based on prior reactions to multichannel online advertising and develop individualized targeting strategies.
en_US
dc.language.iso
en
en_US
dc.publisher
Advertising Research Foundation
en_US
dc.title
How to Use Multichannel Behavior To Predict Online Conversions
en_US
dc.type
Journal Article
dc.date.published
2015-12-01
ethz.title.subtitle
Behavior Patterns across Online Channels Inform Strategies for Turning Users Into Paying Customers
en_US
ethz.journal.title
Journal of Advertising Research
ethz.journal.volume
55
en_US
ethz.journal.issue
4
en_US
ethz.pages.start
433
en_US
ethz.pages.end
442
en_US
ethz.identifier.wos
ethz.publication.place
New York, NY
en_US
ethz.publication.status
published
en_US
ethz.leitzahl
ETH Zürich::00002 - ETH Zürich::00012 - Lehre und Forschung::00007 - Departemente::02120 - Dep. Management, Technologie und Ökon. / Dep. of Management, Technology, and Ec.::03995 - von Wangenheim, Florian / von Wangenheim, Florian
en_US
ethz.leitzahl.certified
ETH Zürich::00002 - ETH Zürich::00012 - Lehre und Forschung::00007 - Departemente::02120 - Dep. Management, Technologie und Ökon. / Dep. of Management, Technology, and Ec.::03995 - von Wangenheim, Florian / von Wangenheim, Florian
ethz.date.deposited
2017-06-11T22:43:44Z
ethz.source
ECIT
ethz.identifier.importid
imp593653e42a0a789145
ethz.identifier.importid
imp5936541155d6928188
ethz.ecitpid
pub:170634
ethz.ecitpid
pub:173759
ethz.eth
yes
en_US
ethz.availability
Metadata only
en_US
ethz.rosetta.installDate
2022-08-19T06:16:44Z
ethz.rosetta.lastUpdated
2023-02-07T05:25:56Z
ethz.rosetta.versionExported
true
dc.identifier.olduri
http://hdl.handle.net/20.500.11850/109530
dc.identifier.olduri
http://hdl.handle.net/20.500.11850/112248
ethz.COinS
ctx_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.atitle=How%20to%20Use%20Multichannel%20Behavior%20To%20Predict%20Online%20Conversions&rft.jtitle=Journal%20of%20Advertising%20Research&rft.date=2015-12&rft.volume=55&rft.issue=4&rft.spage=433&rft.epage=442&rft.issn=0021-8499&1740-1909&rft.au=Klapdor,%20Sebastian&Anderl,%20Eva&Schumann,%20Jan%20H.&von%20Wangenheim,%20Florian&rft.genre=article&rft_id=info:doi/10.2501/jar-2015-024&
 Search print copy at ETH Library

Files in this item

FilesSizeFormatOpen in viewer

There are no files associated with this item.

Publication type

Show simple item record