Online advertising by the comparison challenge approach

Cited 5 time in webofscience Cited 0 time in scopus
  • Hit : 904
  • Download : 47
To enhance the effectiveness of online comparisons from a manufacturer's point of view, we develop a framework for the comparison challenge approach. To develop the comparison challenge framework, we analyze 12 factors that determine the characteristics of comparison and propose models of valuable comparison challenges using the CompareMe and CompareThem strategies. We demonstrate the approaches with the example of PC selection. To help plan the comparison challenges, we formulate a mathematical programming model that maximizes the total value of comparison under the constraints of comparison opportunity and budgetary limitation. The model is applied to eight comparison scenarios, and its performance is contrasted with the view of balancing long-term perspective and short-term revenue increase. The performance of the comparison challenge approach is contrasted with those of random banner and similarity-based comparison approaches, and shows a substantially higher effect. (C) 2006 Elsevier B. V. All rights reserved.
Publisher
ELSEVIER SCIENCE BV
Issue Date
2006
Language
English
Article Type
Article; Proceedings Paper
Keywords

CONSUMER DECISION-MAKING; TRUST ONLINE; INTERNET; BRAND; WEB; RETAILER; AGENTS; MATTER

Citation

ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS, v.5, no.4, pp.282 - 294

ISSN
1567-4223
DOI
10.1016/j.elerap.2006.05.002
URI
http://hdl.handle.net/10203/4301
Appears in Collection
MT-Journal Papers(저널논문)
Files in This Item
This item is cited by other documents in WoS
⊙ Detail Information in WoSⓡ Click to see webofscience_button
⊙ Cited 5 items in WoS Click to see citing articles in records_button

qr_code

  • mendeley

    citeulike


rss_1.0 rss_2.0 atom_1.0