Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/155183
Title: DIGITAL MEDIA ADVERTISING ATTRIBUTION IN MULTI-CHANNEL AND MULTI-MEDIA CONTEXTS
Authors: ZHAO YUNKUN
Keywords: Digital media marketing, Marketing attribution, Customer touchpoints, Advertising strategies, Salesman skills, Product line management
Issue Date: 4-Dec-2018
Citation: ZHAO YUNKUN (2018-12-04). DIGITAL MEDIA ADVERTISING ATTRIBUTION IN MULTI-CHANNEL AND MULTI-MEDIA CONTEXTS. ScholarBank@NUS Repository.
Abstract: Advertising media attribution has long been viewed as a difficult but interesting topic in terms of investigating customers’ conversion behavior throughout their purchase funnels. In this dissertation, I propose two studies to evaluate and quantify multi-channel multi-media attributions in different contexts. Study 1 empirically examines the relative effectiveness of different touchpoints in terms of owned, paid, and earned media, the spillovers of touchpoint exposures from/to focal and rival brands, and the interdependencies among different touchpoints. Study 2 empirically analyses the effectiveness of online advertising strategies, the cross-channel interactions with salesman skill attributes, as well as the cross-channel interactions with product line management strategies. In general, these findings address research gaps and make significant theoretical contributions to multi-channel multi-media marketing literature.
URI: https://scholarbank.nus.edu.sg/handle/10635/155183
Appears in Collections:Ph.D Theses (Open)

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