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The impact of multi-type online advertising on the consumer engagement transition

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  • Baixue Chen

    (Nanjing University of Science and Technology)

  • Li Li

    (Nanjing University of Science and Technology)

  • Qixiang Wang

    (Nanjing University of Aeronautics and Astronautics)

  • Shun Li

    (Nanjing University of Science and Technology)

Abstract

The explosion in the volume and variety of online advertising has contributed to constantly changing consumer engagement states by influencing their experience through the journey to purchase. In this paper, we use a latent Markov model to analyze the panel data from a large e-commerce firm, so as to explore changes in the engagement behavior and the latent engagement state transition of consumers under different advertising. Contrary to common belief, advertising does not always play an active role in communicating with consumers. Our findings show that the response of consumers to advertising is heterogeneous at different engagement levels, and this heterogeneity will be affected by the type of advertising and the number of different advertisements consumers contact. We explore the underlying reasons for the two-sided impact of advertising on consumer engagement, and thus expected to provide managerial insights for marketers who pay attention to consumer experience.

Suggested Citation

  • Baixue Chen & Li Li & Qixiang Wang & Shun Li, 2025. "The impact of multi-type online advertising on the consumer engagement transition," Electronic Commerce Research, Springer, vol. 25(4), pages 2867-2900, August.
    • Handle: RePEc:spr:elcore:v:25:y:2025:i:4:d:10.1007_s10660-023-09775-5
    DOI: 10.1007/s10660-023-09775-5
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