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A Hierarchical Marketing Communications Model of Online and Offline Media Synergies

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Cited by:

  1. Shuba Srinivasan & Oliver J. Rutz & Koen Pauwels, 2016. "Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity," Journal of the Academy of Marketing Science, Springer, vol. 44(4), pages 440-453, July.
  2. Thorsten Wiesel & Koen Pauwels & Joep Arts, 2011. "Practice Prize Paper --Marketing's Profit Impact: Quantifying Online and Off-line Funnel Progression," Marketing Science, INFORMS, vol. 30(4), pages 604-611, July.
  3. Vahideh Sadat Abedi, 2017. "Allocation of advertising budget between multiple channels to support sales in multiple markets," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 68(2), pages 134-146, February.
  4. Jura Liaukonyte & Thales Teixeira & Kenneth C. Wilbur, 2015. "Television Advertising and Online Shopping," Marketing Science, INFORMS, vol. 34(3), pages 311-330, May.
  5. Daniel Zantedeschi & Eleanor McDonnell Feit & Eric T. Bradlow, 2017. "Measuring Multichannel Advertising Response," Management Science, INFORMS, vol. 63(8), pages 2706-2728, August.
  6. Timoumi, Ahmed & Gangwar, Manish & Mantrala, Murali K., 2022. "Cross-channel effects of omnichannel retail marketing strategies: A review of extant data-driven research," Journal of Retailing, Elsevier, vol. 98(1), pages 133-151.
  7. Santos, Susana & Gonçalves, Helena Martins, 2021. "The consumer decision journey: A literature review of the foundational models and theories and a future perspective," Technological Forecasting and Social Change, Elsevier, vol. 173(C).
  8. Karthik Sridhar & Ashish Kumar & Ram Bezawada, 2022. "Investigating cross-media effects in a multichannel marketing environment: the role of email, catalog, television, and radio," Marketing Letters, Springer, vol. 33(2), pages 189-201, June.
  9. Arnaud Riviere & Rémi Mencarelli & Bertrand Belvaux & Jessie Pallud, 2016. "Channel proliferation and perceived value of the digital offer in the newspaper industry: a complementary effect? [Multiplication des canaux et valeur perçue de l’offre digitale dans la presse écri," Post-Print hal-01591784, HAL.
  10. Hongshuang (Alice) Li, 2022. "Converting free users to paid subscribers in the SaaS context: The impact of marketing touchpoints, message content, and usage," Production and Operations Management, Production and Operations Management Society, vol. 31(5), pages 2185-2203, May.
  11. Dominique von Matt, 2016. "Dramaturgie von Crossmedia-Kampagnen als Treiber der viralen Verbreitung [The dramaturgy of cross-media campaigns as a driver of viral distribution]," Schmalenbach Journal of Business Research, Springer, vol. 68(4), pages 423-446, December.
  12. Kyeonggook Francis Park & Robert Seamans & Feng Zhu, 2021. "Homing and platform responses to entry: Historical evidence from the U.S. newspaper industry," Strategic Management Journal, Wiley Blackwell, vol. 42(4), pages 684-709, April.
  13. Yinan Yu & Liangfei Qiu & Hailiang Chen & Benjamin Yen, 2023. "Movie fit uncertainty and interplay between traditional advertising and social media marketing," Marketing Letters, Springer, vol. 34(3), pages 429-448, September.
  14. Frison, Steffi & Dekimpe, Marnik G. & Croux, Christophe & De Maeyer, Peter, 2014. "Billboard and cinema advertising: Missed opportunity or spoiled arms?," International Journal of Research in Marketing, Elsevier, vol. 31(4), pages 425-433.
  15. Pauwels, Koen & Demirci, Ceren & Yildirim, Gokhan & Srinivasan, Shuba, 2016. "The impact of brand familiarity on online and offline media synergy," International Journal of Research in Marketing, Elsevier, vol. 33(4), pages 739-753.
  16. Cain, P.M., 2022. "Modelling short-and long-term marketing effects in the consumer purchase journey," International Journal of Research in Marketing, Elsevier, vol. 39(1), pages 96-116.
  17. Zhang, Yufei & Voorhees, Clay M. & Lin, Chen & Chiang, Jeongwen & Hult, G.Tomas M. & Calantone, Roger J., 2022. "Information Search and Product Returns Across Mobile and Traditional Online Channels," Journal of Retailing, Elsevier, vol. 98(2), pages 260-276.
  18. V. Kumar & JeeWon Brianna Choi & Mallik Greene, 2017. "Synergistic effects of social media and traditional marketing on brand sales: capturing the time-varying effects," Journal of the Academy of Marketing Science, Springer, vol. 45(2), pages 268-288, March.
  19. Xingyue Zhang & Yuliang Yao, 2020. "How Much is Too Much? The Effect of Offline Call Intensity on Online Purchase of Digital Services," Production and Operations Management, Production and Operations Management Society, vol. 29(3), pages 509-525, March.
  20. Thomas Niemand & Sascha Kraus & Sophia Mather & Antonio C. Cuenca-Ballester, 0. "Multilevel marketing: optimizing marketing effectiveness for high-involvement goods in the automotive industry," International Entrepreneurship and Management Journal, Springer, vol. 0, pages 1-26.
  21. Kirthi Kalyanam & John McAteer & Jonathan Marek & James Hodges & Lifeng Lin, 2018. "Cross channel effects of search engine advertising on brick & mortar retail sales: Meta analysis of large scale field experiments on Google.com," Quantitative Marketing and Economics (QME), Springer, vol. 16(1), pages 1-42, March.
  22. Onishi, Hiroshi & Manchanda, Puneet, 2012. "Marketing activity, blogging and sales," International Journal of Research in Marketing, Elsevier, vol. 29(3), pages 221-234.
  23. Malthouse, Edward C. & Raman, Kalyan, 2013. "The Geometric Law of Annual Halving," Journal of Interactive Marketing, Elsevier, vol. 27(1), pages 28-35.
  24. Syagnik Banerjee & Fareena Sultan & Charles F. Hofacker, 2023. "Discovering synergies and conflicts in online and offline in-store engagement," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(4), pages 761-776, December.
  25. Shaikh, Aijaz A. & Karjaluoto, Heikki & Häkkinen, Juho, 2018. "Understanding moderating effects in increasing share-of-wallet and word-of-mouth: A case study of Lidl grocery retailer," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 45-53.
  26. Shankar, Venkatesh & Venkatesh, Alladi & Hofacker, Charles & Naik, Prasad, 2010. "Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues," Journal of Interactive Marketing, Elsevier, vol. 24(2), pages 111-120.
  27. Vasu Unnava & Ashwin Aravindakshan, 2021. "How does consumer engagement evolve when brands post across multiple social media?," Journal of the Academy of Marketing Science, Springer, vol. 49(5), pages 864-881, September.
  28. Fraccastoro, Sara & Gabrielsson, Mika & Pullins, Ellen Bolman, 2021. "The integrated use of social media, digital, and traditional communication tools in the B2B sales process of international SMEs," International Business Review, Elsevier, vol. 30(4).
  29. Baxendale, Shane & Macdonald, Emma K. & Wilson, Hugh N., 2015. "The Impact of Different Touchpoints on Brand Consideration," Journal of Retailing, Elsevier, vol. 91(2), pages 235-253.
  30. Vernuccio, Maria & Ceccotti, Federica, 2015. "Strategic and organisational challenges in the integrated marketing communication paradigm shift: A holistic vision," European Management Journal, Elsevier, vol. 33(6), pages 438-449.
  31. Saeed M.Z.A. Tarabieh, 2017. "The Synergistic Impact of Social Media and Traditional Media on Purchase Decisions: The Mediating Role of Brand Loyalty," International Review of Management and Marketing, Econjournals, vol. 7(5), pages 51-62.
  32. Dhiman, Neeraj & Jamwal, Mohit & Kumar, Ajay, 2023. "Enhancing value in customer journey by considering the (ad)option of artificial intelligence tools," Journal of Business Research, Elsevier, vol. 167(C).
  33. Shankar, Venkatesh & Kushwaha, Tarun, 2021. "Omnichannel marketing: Are cross-channel effects symmetric?," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 290-310.
  34. Kireyev, Pavel & Pauwels, Koen & Gupta, Sunil, 2016. "Do display ads influence search? Attribution and dynamics in online advertising," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 475-490.
  35. Lesscher, Lisan & Lobschat, Lara & Verhoef, Peter C., 2021. "Do offline and online go hand in hand? Cross-channel and synergy effects of direct mailing and display advertising," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 678-697.
  36. Ralph Breuer & Malte Brettel & Andreas Engelen, 2011. "Incorporating long-term effects in determining the effectiveness of different types of online advertising," Marketing Letters, Springer, vol. 22(4), pages 327-340, November.
  37. van Ewijk, Bernadette J. & Stubbe, Astrid & Gijsbrechts, Els & Dekimpe, Marnik G., 2021. "Online display advertising for CPG brands: (When) does it work?," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 271-289.
  38. Barbara Del Bosco & Maria Cristina Morra & Valerio Veglio, 2017. "Social media and firm performance: The voice of managers in European contexts," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(4), pages 53-75.
  39. Marc Fischer, 2019. "Practice Prize Paper–Managing Advertising Campaigns for New Product Launches: An Application at Mercedes-Benz," Marketing Science, INFORMS, vol. 38(2), pages 343-359, March.
  40. Vaishnav, Bharat & Ray, Sourav, 2023. "A thematic exploration of the evolution of research in multichannel marketing," Journal of Business Research, Elsevier, vol. 157(C).
  41. Ambarish Chandra & Ulrich Kaiser, 2014. "Targeted Advertising in Magazine Markets and the Advent of the Internet," Management Science, INFORMS, vol. 60(7), pages 1829-1843, July.
  42. V Kumar & Amalesh Sharma & Shaphali Gupta, 2017. "Accessing the influence of strategic marketing research on generating impact: moderating roles of models, journals, and estimation approaches," Journal of the Academy of Marketing Science, Springer, vol. 45(2), pages 164-185, March.
  43. Raman, Kalyan & Mantrala, Murali K. & Sridhar, Shrihari & Tang, Yihui (Elina), 2012. "Optimal Resource Allocation with Time-varying Marketing Effectiveness, Margins and Costs," Journal of Interactive Marketing, Elsevier, vol. 26(1), pages 43-52.
  44. Naveed Ul Hassan & Bilal Aziz & Maryam Mushtaq, 2017. "Do Macro-Economic and Technical Indicators Matter?- a Principal Component Analysis Approach for Equity Risk Premium Prediction," European Journal of Economics and Business Studies Articles, Revistia Research and Publishing, vol. 3, September.
  45. Mark, Tanya & Bulla, Jan & Niraj, Rakesh & Bulla, Ingo & Schwarzwäller, Wolfgang, 2019. "Catalogue as a tool for reinforcing habits: Empirical evidence from a multichannel retailer," International Journal of Research in Marketing, Elsevier, vol. 36(4), pages 528-541.
  46. Thomas Niemand & Sascha Kraus & Sophia Mather & Antonio C. Cuenca-Ballester, 2020. "Multilevel marketing: optimizing marketing effectiveness for high-involvement goods in the automotive industry," International Entrepreneurship and Management Journal, Springer, vol. 16(4), pages 1367-1392, December.
  47. Shankar, Venkatesh & Inman, J. Jeffrey & Mantrala, Murali & Kelley, Eileen & Rizley, Ross, 2011. "Innovations in Shopper Marketing: Current Insights and Future Research Issues," Journal of Retailing, Elsevier, vol. 87(S1), pages 29-42.
  48. MIZUNO Makoto & AOYAMA Hideaki & FUJIWARA Yoshi, 2020. "Constructing the Customer Journey Map of Competitive Brands: A Complex Time-series Analysis," Discussion papers 20070, Research Institute of Economy, Trade and Industry (RIETI).
  49. Woo, JongRoul & Choi, Jae Young & Shin, Jungwoo & Lee, Jongsu, 2014. "The effect of new media on consumer media usage: An empirical study in South Korea," Technological Forecasting and Social Change, Elsevier, vol. 89(C), pages 3-11.
  50. Nur Hazwani Zolkifly & Nur Lailatul Husna Mohammad Yusof & Shahrel Nizar Baharom, 2017. "Promotional Methods Taken by Car Dealers: An Investigation of Traditional Marketing and Online Media in National Car Showroom," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(11), pages 1462-1472, November.
  51. Vahideh Sadat Abedi & Oded Berman & Fred M. Feinberg & Dmitry Krass, 2022. "Strategic new product media planning under emergent channel substitution and synergy," Production and Operations Management, Production and Operations Management Society, vol. 31(5), pages 2143-2166, May.
  52. Araceli Galiano-Coronil & Juan José MierTerán-Franco, 2019. "The Use of Social Digital Networks by NGDO from a Social Marketing Perspective," Social Sciences, MDPI, vol. 8(6), pages 1-23, June.
  53. Mingyu Joo & Kenneth C. Wilbur & Bo Cowgill & Yi Zhu, 2014. "Television Advertising and Online Search," Management Science, INFORMS, vol. 60(1), pages 56-73, January.
  54. Feld, Sebastian & Frenzen, Heiko & Krafft, Manfred & Peters, Kay & Verhoef, Peter C., 2013. "The effects of mailing design characteristics on direct mail campaign performance," International Journal of Research in Marketing, Elsevier, vol. 30(2), pages 143-159.
  55. Liberali, G. & Urban, G.L. & Dellaert, B.G.C. & Tucker, C. & Bart, Y. & Stremersch, S., 2016. "A New Method of Measuring Online Media Advertising Effectiveness: Prospective Meta-Analysis in Marketing," ERIM Report Series Research in Management ERS-2016-007-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
  56. Shankar, Venkatesh & Kleijnen, Mirella & Ramanathan, Suresh & Rizley, Ross & Holland, Steve & Morrissey, Shawn, 2016. "Mobile Shopper Marketing: Key Issues, Current Insights, and Future Research Avenues," Journal of Interactive Marketing, Elsevier, vol. 34(C), pages 37-48.
  57. Antonello Maruotti & Jan Bulla & Tanya Mark, 2019. "Assessing the influence of marketing activities on customer behaviors: a dynamic clustering approach," METRON, Springer;Sapienza Università di Roma, vol. 77(1), pages 19-42, April.
  58. 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.
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