Time-varying effects of search engine advertising on sales-An empirical investigation in E-commerce

doi:10.1016/j.dss.2022.113843

CASIA OpenIR > 多模态人工智能系统全国重点实验室 > 互联网大数据与信息安全

	Time-varying effects of search engine advertising on sales-An empirical investigation in E-commerce
	Yang, Yanwu 1; Zhao, Kang 2; Zeng, Daniel Dajun3 ; Jansen, Bernard Jim 4
发表期刊	DECISION SUPPORT SYSTEMS
ISSN	0167-9236
	2022-12-01
卷号	163 页码:15
通讯作者	Zhao, Kang(kang-zhao@uiowa.edu)
摘要	As a mainstream advertising channel, Search Engine Advertising (SEA) has a huge business impact and attracts a plethora of attention from both academia and industry. One important goal of SEA is to increase sales. Never-theless, while previous research has studied multiple factors that are potentially related to the outcome of SEA campaigns, effects of these factors on actual sales generated by SEA remain understudied. It is also unclear whether and how such effects change over time in dynamic SEA campaigns that last for an extended period of time. As the first empirical investigation of the dynamic advertisement-sales relationship in SEA, this study builds an advertising response model within a time-varying coefficient (TVC) modeling framework, and estimates the model using a unique dataset from a large e-commerce retailer in the United States. Results reveal the effects of the advertising expenditure, consumer behaviors and advertisement characteristics on realized sales, and demonstrate that such effects on sales do change over time in non-linear ways. More importantly, we find that carryover has a stronger effect in generating sales than immediate or direct response does, and advertisers need to carefully decide how much to bid for higher ad positions. These findings have direct implications for business decision-making to launch more effective SEA campaigns and for SEA platforms to improve their pricing mechanism.
关键词	Online advertising Electronic commerce Advertising analytics Business intelligence
DOI	10.1016/j.dss.2022.113843
关键词[WOS]	SPONSORED SEARCH ; BUDGET ALLOCATION ; ONLINE DISPLAY ; MODEL ; ADJUSTMENT ; PRODUCTS ; IMPACT
收录类别	SCI
语种	英语
资助项目	[72171093] ; [71672067]
WOS研究方向	Computer Science ; Operations Research & Management Science
WOS类目	Computer Science, Artificial Intelligence ; Computer Science, Information Systems ; Operations Research & Management Science
WOS记录号	WOS:000872541700006
出版者	ELSEVIER
引用统计	被引频次：8[WOS] [WOS记录] [WOS相关记录]
文献类型	期刊论文
条目标识符	http://ir.ia.ac.cn/handle/173211/50503
专题	多模态人工智能系统全国重点实验室_互联网大数据与信息安全
通讯作者	Zhao, Kang
作者单位	1.Huazhong Univ Sci & Technol, Sch Management, Wuhan 430074, Peoples R China 2.Univ Iowa, Dept Business Analyt, Iowa City, IA 52242 USA 3.Chinese Acad Sci, Inst Automat, Beijing 100190, Peoples R China 4.HBKU, Qatar Comp Res Inst, Doha, Qatar
推荐引用方式 GB/T 7714	Yang, Yanwu,Zhao, Kang,Zeng, Daniel Dajun,et al. Time-varying effects of search engine advertising on sales-An empirical investigation in E-commerce[J]. DECISION SUPPORT SYSTEMS,2022,163:15.
APA	Yang, Yanwu,Zhao, Kang,Zeng, Daniel Dajun,&Jansen, Bernard Jim.(2022).Time-varying effects of search engine advertising on sales-An empirical investigation in E-commerce.DECISION SUPPORT SYSTEMS,163,15.
MLA	Yang, Yanwu,et al."Time-varying effects of search engine advertising on sales-An empirical investigation in E-commerce".DECISION SUPPORT SYSTEMS 163(2022):15.