EXPRESS: TV Advertising and Online Sales: A Case Study of Intertemporal Substitution Effects for an Online Travel Platform
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DOI: 10.1177/00222437231180171
Abstract: Digital technologies lead consumers to engage with companies online after they see TV ads, and firms increasingly wish to coordinate TV advertising in real time with online marketing activities. As a result, firms are keen… read more here.
Keywords: online travel; travel platform; intertemporal substitution; advertising ... See more keywords