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The amplifying effect of branded queries on advertising in multi-channel retailing

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  • Méndez-Suárez, Mariano
  • Monfort, Abel

Abstract

This article investigates the effect of online advertising (display, retargeting, social media and paid search) and offline advertising (TV and store flyers) on conducting branded search queries and the mediating role of these queries on web and store sales. Findings show that online and offline advertising increase consumers’ propensity to conduct branded search queries and that branded search queries combined with paid search advertising are the most relevant variables to generate sales on the web or in store in multi-channel retailing. Results have implications on the design of multi-channel communication campaigns. This study employs a partial least squares structural equation model (PLS-SEM), with data from a European electronic consumer multi-channel retailer, to measure simultaneously the total effect of online and offline advertising on sales mediated by branded queries and paid search advertising.

Suggested Citation

  • Méndez-Suárez, Mariano & Monfort, Abel, 2020. "The amplifying effect of branded queries on advertising in multi-channel retailing," Journal of Business Research, Elsevier, vol. 112(C), pages 254-260.
    • Handle: RePEc:eee:jbrese:v:112:y:2020:i:c:p:254-260
    DOI: 10.1016/j.jbusres.2019.10.042
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    References listed on IDEAS

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    Cited by:

    1. Erdmann, Anett & Arilla, Ramón & Ponzoa, José M., 2022. "Search engine optimization: The long-term strategy of keyword choice," Journal of Business Research, Elsevier, vol. 144(C), pages 650-662.
    2. Mariano Méndez-Suárez, 2021. "Marketing Mix Modeling Using PLS-SEM, Bootstrapping the Model Coefficients," Mathematics, MDPI, vol. 9(15), pages 1-12, August.
    3. Michał Kot, 2022. "An agent-based model of consumer choice. An evaluation of the strategy of pricing and advertising," Operations Research and Decisions, Wroclaw University of Science and Technology, Faculty of Management, vol. 32(1), pages 73-95.
    4. Méndez-Suárez, Mariano & Crespo-Tejero, Natividad, 2021. "Why do banks retain unprofitable customers? A customer lifetime value real options approach," Journal of Business Research, Elsevier, vol. 122(C), pages 621-626.

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