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How to measure the effectiveness of online advertising in online marketplaces

Cited 6 time in Web of Science Cited 12 time in Scopus
Authors
Kim, Cookhwan; Kwon, Kwiseok; Chang, Woojin
Issue Date
2011-04-01
Publisher
PERGAMON-ELSEVIER SCIENCE LTD
Citation
EXPERT SYSTEMS WITH APPLICATIONS; Vol.38 4; 4234-4243
Keywords
Online marketplaceHierarchical Bayes modelClick-through dataOnline advertisingPoisson-gamma modelAdvertising effect model
Abstract
The online marketplace, in the form of an "open market" where a very large number of buyers and sellers participate, has occupied a rapidly increasing position in e-commerce, resulting in sellers'''''''' increasing investment in online advertising. Hence, there is a growing need to identify the effectiveness of online advertising in online marketplaces such as eBay.com. However, it is problematic to directly apply the existing online advertising effect models to the click-through data of online marketplaces. Therefore, a model must be developed to estimate the effectiveness of online advertising in the online marketplace in terms of its characteristics. In this paper, we develop an analytical Bayesian approach to modeling click-through data by employing the Poisson-gamma distribution. Our results have implications for online advertising effect measurement, and may help guide advertisers in decision-making. (C) 2010 Elsevier Ltd. All rights reserved.
ISSN
0957-4174
Language
English
URI
https://hdl.handle.net/10371/74925
DOI
https://doi.org/10.1016/j.eswa.2010.09.090
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College of Engineering/Engineering Practice School (공과대학/대학원)Dept. of Industrial Engineering (산업공학과)Journal Papers (저널논문_산업공학과)
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