Post Purchase Search Engine Marketing

@article{Zhang2018PostPS,
  title={Post Purchase Search Engine Marketing},
  author={Qianyun Zhang and Shawndra Hill and David M. Rothschild},
  journal={Companion Proceedings of the The Web Conference 2018},
  year={2018}
}
Although consumer behavior in response to search engine marketing has been studied extensively, few efforts have been made to understand how consumers search and respond to ads post purchase. Advertising to existing customers the same way as to prospective customers inevitably leads to wasteful and inefficient marketing. Employing a unique dataset that combines both search query and purchase data, we examine consumers' searching behavior and response to search engine marketing after purchase… 

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