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

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

Authors

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.

Original languageEnglish
Title of host publication2015 International Conference on Information Systems : Exploring the Information Frontier, ICIS 2015
PublisherAssociation for Information Systems
Publication date2015
ISBN (print)9780996683111
Publication statusPublished - 2015
EventInternational Conference on Information Systems: Exploring the Information Frontier - ICIS 2015 - Fort Worth, Texas, United States
Duration: 13.12.201516.12.2015
Conference number: 36