TY - CHAP

T1 - The impact of TV ads on the individual user's online purchasing behavior

AU - Stange, Martin

N1 - Conference code: 36

PY - 2015

Y1 - 2015

N2 - The importance of a well-balanced cross-channel marketing strategy has increased over the past few years. The synergies caused by the interdependencies of different online channels, such as e-mail advertising, search engine and banner advertising, have also drawn the attention of many researchers. However, relatively little is known about the impact of offline marketing, such as TV advertising, on online user behavior. In this article, a model commonly used in clickstream analysis is extended by adding several TV advertising variables. Based on this model, a hierarchical Bayesian logistic model is developed to estimate the cross-channel effects of both offline and online channel contacts. By applying this model to a case study, it is shown which online channels are most supported by television ads. The findings of this paper have managerial implications for practitioners in the field, in particular because of the increasing use of a so-called "second screen" while watching TV.

AB - The importance of a well-balanced cross-channel marketing strategy has increased over the past few years. The synergies caused by the interdependencies of different online channels, such as e-mail advertising, search engine and banner advertising, have also drawn the attention of many researchers. However, relatively little is known about the impact of offline marketing, such as TV advertising, on online user behavior. In this article, a model commonly used in clickstream analysis is extended by adding several TV advertising variables. Based on this model, a hierarchical Bayesian logistic model is developed to estimate the cross-channel effects of both offline and online channel contacts. By applying this model to a case study, it is shown which online channels are most supported by television ads. The findings of this paper have managerial implications for practitioners in the field, in particular because of the increasing use of a so-called "second screen" while watching TV.

KW - Bayesian network

KW - Decision aids

KW - Electronic commerce

KW - User behavior

KW - Informatics

KW - Business informatics

UR - http://www.scopus.com/inward/record.url?scp=85107083280&partnerID=8YFLogxK

M3 - Article in conference proceedings

AN - SCOPUS:85107083280

SN - 9780996683111

T3 - 2015 International Conference on Information Systems: Exploring the Information Frontier, ICIS 2015

BT - 2015 International Conference on Information Systems

PB - Association for Information Systems

T2 - International Conference on Information Systems: Exploring the Information Frontier - ICIS 2015

Y2 - 13 December 2015 through 16 December 2015

ER -