Online advertising effectiveness a crosscultural comparison
Identifieur interne : 000432 ( Main/Exploration ); précédent : 000431; suivant : 000433Online advertising effectiveness a crosscultural comparison
Auteurs : Malte Brettel [Allemagne] ; Andrea Spilkerattig [Allemagne]Source :
- Journal of Research in Interactive Marketing [ 2040-7122 ] ; 2010-08-20.
English descriptors
- Teeft :
- Advertisement, Advertiser, Advertising, Advertising channel, Advertising channels, Advertising effectiveness, Advertising effects, Advertising efforts, Advertising impact, Advertising medium, Advertising messages, Advertising research, Alpha indicator, American academy, Annual meeting, Banner advertisements, Banner advertising, Biswas, Bonus points, Brand advertising, Business administration, Channel presence, Chatterjee, Click, Composite reliability loading, Conceptual model, Consumer behavior, Consumer behaviour, Consumer research, Coupon, Coupon loyalty, Cultural differences, Cultural dimensions, Current issues research, Customer behavior, Data sets, Different impacts, Different levels, Different vendors, Different ways, Discriminant validity, Electronic commerce, Familiar shops, French customers, Further research, Hofstede, Industrial economics, Interaction effects, Interactive, Interactive advertising, Interactive marketing, International conferences, International journal, International marketing, International marketing review, Internet, Internet advertising, Jrim, Keyword, Keyword advertising, Loyalty programs, Management science, Marketing accountability, Marketing communications, Marketing literature, Marketing management, Marketing research, Marketing science, Masculine cultures, Masculinity, Masculinity index, Measurement models, Misleading data, Monetary success, National culture, Negative effect, Newsletter, Nielsen company, Online, Online advertisements, Online advertising, Online advertising channel effectiveness, Online advertising channels, Online advertising effectiveness, Online advertising research, Online advertising spending, Online channels, Online purchases, Organizational behavior, Partner programs, Power distance, Practitioner, Predictive relevance, Present study, Price comparison, Product information, Real data, Regular customers, Research interest, Results show, Reward programs, Rwth aachen university, Search engine advertising, Search engine marketing, Search engine optimization, Search engines, Similar approach, Stronger impact, Structural equation modeling, Structural equation models, Suboptimal allocation, Summary statistics, Tacit collusion, Total effect, Total effects, Uncertainty avoidance, Usual search results.
Abstract
Purpose The internet has gained enormous importance as an advertising medium. At the same time, the question of marketing accountability has become one of the top areas of research for researchers and practitioners who aim at optimal marketing budget allocations. This paper aims to show that national culture has an impact on how consumer behavior is influenced by online advertising. Designmethodologyapproach The paper compares the effectiveness of internet advertising in the USA and France by analyzing a real data sample with more than 1.2 million transactions using partial least squares and structural equation modeling. Findings It is found that ondemand channels have a stronger effect on shortterm success than pushchannels and that this effect is strongly moderated by the culture. It is recommended that spending and efforts in the various advertising channels be adjusted to reflect the product offered and the customers to whom it is offered, as customers in both countries should be targeted by advertising in different ways. The channel effectiveness of affiliate price comparison sites and search engines has significantly different impacts on customer behavior in the USA and France. Originalityvalue Until now, most companies have utilized a suboptimal allocation of resources to advertising channels because of missing and misleading data. Focusing on this problem, the paper suggests that advertisers apply the methodology to identify the total effect of clicks in each advertising channel. Combining these total effects with the associated costs allows practitioners to optimize their online advertising spending.
Url:
DOI: 10.1108/17505931011070569
Affiliations:
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At the same time, the question of marketing accountability has become one of the top areas of research for researchers and practitioners who aim at optimal marketing budget allocations. This paper aims to show that national culture has an impact on how consumer behavior is influenced by online advertising. Designmethodologyapproach The paper compares the effectiveness of internet advertising in the USA and France by analyzing a real data sample with more than 1.2 million transactions using partial least squares and structural equation modeling. Findings It is found that ondemand channels have a stronger effect on shortterm success than pushchannels and that this effect is strongly moderated by the culture. It is recommended that spending and efforts in the various advertising channels be adjusted to reflect the product offered and the customers to whom it is offered, as customers in both countries should be targeted by advertising in different ways. The channel effectiveness of affiliate price comparison sites and search engines has significantly different impacts on customer behavior in the USA and France. Originalityvalue Until now, most companies have utilized a suboptimal allocation of resources to advertising channels because of missing and misleading data. Focusing on this problem, the paper suggests that advertisers apply the methodology to identify the total effect of clicks in each advertising channel. 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