Investigating the Promotional Effect of Green Signals in Sponsored Search Advertising Using Bayesian Parameter Estimation

Publikation: Beiträge in SammelwerkenAufsätze in KonferenzbändenForschungbegutachtet

Authors

Over the last years we have observed a remarkable shift of media spendings from offline brand building activities to online performance advertising as well as a noticeable increase in “green marketing” efforts and sustainability communication by companies of various branches. In this paper we bring these two research streams together. We develop and perform a non reactive A/B-test that enables us to evaluate the influence of sustainability information on the customers decision to buy a product by clicking on an ad on a search engine results page (SERP). We analyze campaign performance data from a European e-commerce retailer, apply a Bayesian parameter estimation to compare the two groups, and discuss the implications of the results.
OriginalspracheEnglisch
TitelInformation Technology in Environmental Engineering : Selected Contributions to the Sixth International Conference on Information Technologies in Environmental Engineering (ITEE2013)
Anzahl der Seiten13
VerlagSpringer
Datum2014
Seiten25-37
ISBN (Print)978-3-642-36010-7
ISBN (elektronisch)978-3-642-36011-4
DOIs
PublikationsstatusErschienen - 2014
Veranstaltung6th International Conference on Information Technologies in Environmental Engineering - ITEE2013 - Lüneburg , Deutschland
Dauer: 01.07.201312.07.2013
Konferenznummer: 6

DOI