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• W2210025384 endingPage "175" @default.
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• W2210025384 abstract "ABSTRACT Online social networks have challenged the current knowledge of advertising effectiveness. Using 12 months of aggregate-level, daily data from a major German e-commerce retailer, the authors of the current study analyzed four types of advertising stimuli on Facebook—“stream” (news feed) impressions, page views, “Likes,” and user contributions—to determine their short-term and long-term impact on sales. Access to the data provided an opportunity to integrate a direct-aggregation approach that accounted for time lags between user activity and sales effects. This research builds on an earlier framework for studying how advertising works (Vakratsas and Ambler, 1999), reflecting changes brought on by emerging online channels." @default.
• W2210025384 created "2016-06-24" @default.
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• W2210025384 date "2015-06-01" @default.
• W2210025384 modified "2023-10-01" @default.
• W2210025384 title "What Drives Advertising Success on Facebook? An Advertising-Effectiveness Model" @default.
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• W2210025384 doi "https://doi.org/10.2501/jar-55-2-162-175" @default.
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