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

Research output: Contributions to collected editions/worksArticle in conference proceedingsResearchpeer-review

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.
Original languageEnglish
Title of host publicationInformation Technology in Environmental Engineering : Selected Contributions to the Sixth International Conference on Information Technologies in Environmental Engineering (ITEE2013)
Number of pages13
PublisherSpringer
Publication date2014
Pages25-37
ISBN (print)978-3-642-36010-7
ISBN (electronic)978-3-642-36011-4
DOIs
Publication statusPublished - 2014
Event6th International Conference on Information Technologies in Environmental Engineering - ITEE2013 - Lüneburg , Germany
Duration: 01.07.201312.07.2013
Conference number: 6

    Research areas

  • Business informatics - Search Engine, Null Hypothesis Significance Testing, Reliable Delivery, Green Marketing, Position Bias

Recently viewed

Activities

  1. Abschied von der Zivilgesellschaft – oder nimmt die Zivilgesellschaft Abschied? Kritische Thesen zur Integration der Bundeswehr
  2. Building Collective Institutional Infrastructures for Decent Platform Work: The Development of a Crowdwork Agreement in Germany
  3. Expansive Museality: Camila Caris Seguel in Conversation with Sebastián Eduardo Dávila on Museo del Mundo and the Garífuna Nation
  4. „Einführung“ in dem Interdisziplinärer Workshop „Ästhetische und Künstlerische Praktiken als Reorganisation von Wahrnehmungsweisen“
  5. Sustainability-oriented targets in executive compensation – Symbolic measures or significant catalyst for a sustainable transition?
  6. Assessing Key Competencies In Higher Education For Sustainable Devlopment: Insights From the Deployment Of Innovative Instruments
  7. Medienreflexion – Förderung von Medienkompetenz in der Lehrkräftebildung beim Einsatz multiperspektivischer Unterrichtsaufnahmen
  8. Sustainability-oriented targets in executive compensation – Symbolic measures or significant catalyst for a sustainable transition?
  9. Research Seminar at the Australian Centre for Entrepreneurship Research Exchange, Queensland University of Technology - ACERE 2013
  10. Ungleiche Partizipationschancen in heterogenen Lerngruppen. Eine ethngrafische Studie in Klassenräten inklusiver Grundschulklassen
  11. Power poles and tall trees adjacent to sunflower fields increase pest damage caused by the invasive Rose-ringed Parakeet in Israel
  12. Shortening the potential duration of unemployment benefits and labor market outcomes: Evidence from a natural experiment in Germany
  13. “You wanna be on top?” – (Critical) Findings of a Transcultural Television Analysis of America's Next Top Model and Germany's next Topmodel
  14. From Where I Stand meets Pact of Silence – How to break it? Institutional critique & instituting otherwise from a feminist perspective
  15. Gemeinsame Stellungnahme zum Entwurf des Runderlasses „Schulische Förderung von Mehrsprachigkeit und Interkulturalität“, i. d. F. 22.11.23
  16. Umwelt- und klimaverträgliche Entwicklung des Tourismus. Keynote beim Zukunftsdialog zur Entwicklung der nationalen Tourismusstrategie.
  17. Why Do School Teachers Engage with Sustainable Consumption? Exploring the Role of Personal, Group and Organizational Influence Factors
  18. Wirksamkeit eines Online Regenerationstrainings für hoch beanspruchte Berufstätige. Ergebnisse einer randomisiert-kontrollierten Studie.

Publications

  1. Belowground top-down and aboveground bottom-up effects structure multitrophic community relationships in a biodiverse forest
  2. Assessing impact of varied social and ecological conditions on inherent vulnerability of Himalayan agriculture communities
  3. Die Krise feministischer Positionen in Zeiten der Pandemie: Zwischen Sorgen für das ‚gute Leben’ und Herrschen gegen die ‚Natur’
  4. 34. Symposium für Land- und Agrarsoziologie "Landreflexionen" am 7./8. Oktober 2011 in der Andreas Hermes Akademie in Bonn-Röttgen
  5. Psychosoziale Gesundheitsförderung durch digitale Spielanwendungen? Vom Widerspruch zur lohnenswerten Präventionsperspektive
  6. Hospital utilization outcome of an assertive outreach model for schizophrenic patients – results of a quasi-experimental study
  7. How to get really smart: Modeling retest and training effects in ability testing using computer-generated figural matrix items
  8. Technische, betriebswirtschaftliche und rechtlichte Analyse des Einsatzes regionaler virtueller Kraftwerke in der Region Nord
  9. Schreiben im Beruf und an berufsbildenden Schulen für sprachlichheterogene Zielgruppen – Anforderungen, Tendenzen und Ausblicke
  10. Towards the design of organosilicon compounds for environmental degradation by using structure biodegradability relationships
  11. Identification of ozonation by-products of 4- and 5-methyl-1H-benzotriazole during the treatment of surface water to drinking water
  12. Timing matters: Distinct effects of nitrogen and phosphorus fertilizer application timing on root system architecture responses
  13. REVIEW: Dangerous Mediations: Pop Music in a Philippine Prison Video, Áine Mangaoang, New York, NY: Bloomsbury, 2019, ISBN 9781501331534.
  14. Barley shoot biomass responds strongly to N:P stoichiometry and intraspecific competition, whereas roots only alter their foraging
  15. Using measures of reading time regularity (RTR) to quantify eye movement dynamics, and how they are shaped by linguistic information
  16. Cypionka, Anselm; Ehrentraut-Daut, Hans Peter; Deichmann, Carl; Müller, Eva (Hrsg.): Perspektiven Politischer Kultur in Thüringen. Erfurt, 2007
  17. Payment offers, suggestions to share expenses and payment negotiation sequences on initial dates in Germany and the United Kingdom
  18. Effects of daily static stretch training over 6 weeks on maximal strength, muscle thickness, contraction properties, and flexibility
  19. Colonization and extinction lags drive non-linear responses to warming in mountain plant communities across the Northern Hemisphere
  20. »keep the contemporaryartmuseum groovy – keep the home fires burning«. Zum Verhältnis von feministischer Kritik und Kunstinstitutionen
  21. E-Learning in PE-Teacher Education - Blended learning as a promising alternative to conventional academic teaching for sport pedagogy?
  22. A transdisciplinary evaluation framework for the assessment of integration in boundary-crossing collaborations in teacher education
  23. Daily breath-based mindfulness exercises in a randomized controlled trial improve primary school children’s performance in arithmetic