RT Journal Article
SR Electronic
T1 Effects of Multi-Channel Marketing on Consumers' Online Search Behavior
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 431
OP 443
DO 10.2501/JAR-53-4-431-443
VO 53
IS 4
A1 Michel Laroche
A1 Isar Kiani
A1 Nectarios Economakis
A1 Marie-Odile Richard
YR 2013
UL http://www.journalofadvertisingresearch.com/content/53/4/431.abstract
AB Amid the plethora of research on advertising effectiveness, the authors of the current study believe consumers' online search behavior, subsequent to exposure to traditional advertising messages, has been understudied. Using data from a major telecommunication company, this study's findings support the influence of employing multiple channels, advertising expenditures, and television and online advertising on consumers' tendency to follow through with their own online investigations.