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The impact of contextual television ads on online conversions: An application in the insurance industry
16 references·1 citing·47 second hop
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References

  • 2001Econometric Analysis of Cross Section and Panel Data27,575 cited
  • 1983Architecture of Cognition5,041 cited
  • 1986On Approximating the Statistical Properties of Elasticities2,382 cited
  • 1989Schema Congruity as a Basis for Product Evaluation1,418 cited
  • 1982Personality, cognition, and social interaction888 cited
  • 2011Online Display Advertising: Targeting and Obtrusiveness817 cited
  • 2002Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude792 cited
  • 2011Does Chatter Really Matter? Dynamics of User-Generated Content and Stock Performance623 cited
  • 2008The Impact of Marketing-Induced Versus Word-of-Mouth Customer Acquisition on Customer Equity Growth559 cited
  • 1985Nature of priming effects on categorization.539 cited
  • 2001The Category-Demand Effects of Price Promotions534 cited
  • 2012Adding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elasticities over Time533 cited
  • 1983On the consequences of priming: Assimilation and contrast effects533 cited
  • 2005The Targeting of Advertising522 cited
  • 1987Happy and Sad TV Programs: How They Affect Reactions to Commercials

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503 cited
  • 2003Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions417 cited
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    • 2018The dynamic investment strategy of online advertising based on spillover effect in duopoly competition market11 cited