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2014 | OriginalPaper | Buchkapitel

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

verfasst von : Tobias Blask

Erschienen in: Information Technology in Environmental Engineering

Verlag: Springer Berlin Heidelberg

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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.

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Titel: Investigating the Promotional Effect of Green Signals in Sponsored Search Advertising Using Bayesian Parameter Estimation
verfasst von: Tobias Blask
Verlag: Springer Berlin Heidelberg
Buch: Information Technology in Environmental Engineering
Print ISBN: 978-3-642-36010-7

Electronic ISBN: 978-3-642-36011-4

Copyright-Jahr: 2014
DOI: https://doi.org/10.1007/978-3-642-36011-4_3

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