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

Research output: Contributions to collected editions/works › Article in conference proceedings › Research › peer-review

Standard

Investigating the Promotional Effect of Green Signals in Sponsored Search Advertising Using Bayesian Parameter Estimation. / Blask, Tobias.
Information Technology in Environmental Engineering: Selected Contributions to the Sixth International Conference on Information Technologies in Environmental Engineering (ITEE2013). Springer, 2014. p. 25-37 (Environmental Science and Engineering).

Research output: Contributions to collected editions/works › Article in conference proceedings › Research › peer-review

Harvard

Blask, T 2014, Investigating the Promotional Effect of Green Signals in Sponsored Search Advertising Using Bayesian Parameter Estimation. in Information Technology in Environmental Engineering: Selected Contributions to the Sixth International Conference on Information Technologies in Environmental Engineering (ITEE2013). Environmental Science and Engineering, Springer, pp. 25-37, 6th International Conference on Information Technologies in Environmental Engineering - ITEE2013 , Lüneburg , Germany, 01.07.13. https://doi.org/10.1007/978-3-642-36011-4_3

APA

Blask, T. (2014). Investigating the Promotional Effect of Green Signals in Sponsored Search Advertising Using Bayesian Parameter Estimation. In Information Technology in Environmental Engineering: Selected Contributions to the Sixth International Conference on Information Technologies in Environmental Engineering (ITEE2013) (pp. 25-37). (Environmental Science and Engineering). Springer. https://doi.org/10.1007/978-3-642-36011-4_3

Vancouver

Blask T. Investigating the Promotional Effect of Green Signals in Sponsored Search Advertising Using Bayesian Parameter Estimation. In Information Technology in Environmental Engineering: Selected Contributions to the Sixth International Conference on Information Technologies in Environmental Engineering (ITEE2013). Springer. 2014. p. 25-37. (Environmental Science and Engineering). doi: 10.1007/978-3-642-36011-4_3

Bibtex

@inbook{eabee0ee4288469ea7664ab45b0a2ef6,
title = "Investigating the Promotional Effect of Green Signals in Sponsored Search Advertising Using Bayesian Parameter Estimation",
abstract = "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.",
keywords = "Business informatics, Search Engine, Null Hypothesis Significance Testing, Reliable Delivery, Green Marketing, Position Bias",
author = "Tobias Blask",
year = "2014",
doi = "10.1007/978-3-642-36011-4_3",
language = "English",
isbn = "978-3-642-36010-7",
series = "Environmental Science and Engineering",
publisher = "Springer",
pages = "25--37",
booktitle = "Information Technology in Environmental Engineering",
address = "Germany",
note = "6th International Conference on Information Technologies in Environmental Engineering - ITEE2013 , ITEE2013 ; Conference date: 01-07-2013 Through 12-07-2013",

}

RIS

TY - CHAP

T1 - Investigating the Promotional Effect of Green Signals in Sponsored Search Advertising Using Bayesian Parameter Estimation

AU - Blask, Tobias

N1 - Conference code: 6

PY - 2014

Y1 - 2014

N2 - 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.

AB - 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.

KW - Business informatics

KW - Search Engine

KW - Null Hypothesis Significance Testing

KW - Reliable Delivery

KW - Green Marketing

KW - Position Bias

U2 - 10.1007/978-3-642-36011-4_3

DO - 10.1007/978-3-642-36011-4_3

M3 - Article in conference proceedings

SN - 978-3-642-36010-7

T3 - Environmental Science and Engineering

SP - 25

EP - 37

BT - Information Technology in Environmental Engineering

PB - Springer

T2 - 6th International Conference on Information Technologies in Environmental Engineering - ITEE2013

Y2 - 1 July 2013 through 12 July 2013

ER -

Other publications by the same author(s)

Do Specific Text Features Influence Click Probabilities in Paid Search Advertising?

Blask, T.-B., 01.01.2014, ICE-B 2014 - Proceedings of the 11th International Conference on e-Business, Part of ICETE 2014 - 11th International Joint Conference on e-Business and Telecommunications. Holzinger, A., van Sinderen, M., Dolog, P. & Obaidat, M. S. (eds.). Science and Technology Publications, Lda (SciTePress), p. 55-62 8 p. (ICE-B 2014 - Proceedings of the 11th International Conference on e-Business, Part of ICETE 2014 - 11th International Joint Conference on e-Business and Telecommunications).

Research output: Contributions to collected editions/works › Published abstract in conference proceedings › Research › peer-review

Applying Bayesian Parameter Estimation to A/B Tests in e-Business Applications: Examining the Impact of Green Marketing Signals in Sponsored Search Advertising

Blask, T.-B., 01.01.2013, DCNET 2013 ICE-B 2013 OPITICS 2013 ICETE 2013: Proceedings of the 4th International Conference on Data Communication Networking, 10th International Conference on e-Business and 4th International Conference on Optical Communication. Obaidat, M. S. (ed.). Science and Technology Publications, Lda (SciTePress), p. 312-319 8 p. (ICETE 2013 - 10th Int. Joint Conf. on E-Business and Telecommunications; 4th Int. Conf. DCNET 2013, - 10th Int. Conf. on ICE-B 2013 and OPTICS 2013 - 4th Int. Conf. on Optical Communication Systems).

Research output: Contributions to collected editions/works › Article in conference proceedings › Research › peer-review

Bayesian Parameter Estimation in Green Business Process Management: A Case Study in Online-Advertising

Blask, T.-B., 2013, INFORMATIK 2013 - Informatik angepasst an Mensch, Organisation und Umwelt. Hornbach, M. (ed.). Bonn: Gesellschaft für Informatik e.V., p. 852-863 12 p. (Lecture Notes in Informatics (LNI), Proceedings - Series of the Gesellschaft fur Informatik (GI); vol. 220).

Research output: Contributions to collected editions/works › Article in conference proceedings › Research › peer-review

To Bid or Not To Bid? Investigating Retail-Brand Keyword Performance in Sponsored Search Advertising

Blask, T.-B., Funk, B. & Schulte, R., 2012, E-Business and Telecommunications: International Joint Conference, ICETE 2011 Seville, Spain, July 18-21, 2011 Revised Selected Papers. Obaidat, M. S., Sevillano, J. L. & Filipe, J. (eds.). Springer, Vol. 314. p. 129-140 12 p. (Communications in Computer and Information Science; vol. 314).

Research output: Contributions to collected editions/works › Contributions to collected editions/anthologies › Research › peer-review

Should Companies Bid on their Own Brand in Sponsored Search ?

Blask, T., Funk, B. & Schulte, R., 2011, ICE-B 2011: Proceedings of the International Conference on e-Business. Marca, D. A., Shishkov, B. & van Sinderen, M. (eds.). Science and Technology Publications, Lda (SciTePress), p. 14-21 8 p. (ICE-B 2011 - Proceedings of the International Conference on e-Business).

Research output: Contributions to collected editions/works › Article in conference proceedings › Research › peer-review

DOI