How to measure the effectiveness of online advertising in online marketplaces

Abstract

0957-4174/$ see front matter 2010 Elsevier Ltd. A doi:10.1016/j.eswa.2010.09.090 ⇑ Corresponding author. Tel.: +82 2 880 8335; fax: E-mail address: changw@snu.ac.tr (C. Kim). The online marketplace, in the form of an ‘‘open market” where a very large number of buyers and sellers participate, has occupied a rapidly increasing position in e-commerce… (More)
DOI: 10.1016/j.eswa.2010.09.090

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