Supporting the Adoption Funnel with Differential Effects from Traditional Advertising, Online Displays, and a Micro-Influencer Campaign.
Florian DostUlrike PhielerPublished in: ICIS (2018)
Keyphrases
- advertising campaigns
- online advertising
- display advertising
- online learning
- behavioral targeting
- decision support
- real time
- marketing campaigns
- internet enabled
- information systems
- internet advertising
- information technology
- high resolution
- e government
- contextual advertising
- internet technology
- online environment
- internet marketing
- data mining