The Impact of referral channels in Online Customer Journey

@inproceedings{Zhang2014TheIO,
  title={The Impact of referral channels in Online Customer Journey},
  author={Jie Jennifer Zhang and Wenjing Duan},
  booktitle={ICIS},
  year={2014}
}
This study scrutinizes the predictive relationship between three referral channels, search engine, social medial, and third-party advertising, and online consumer search and purchase. The results derived from vector autoregressive models suggest that the three channels have differential predictive relationship with sale measures. The predictive power of the three channels is also considerably different in referring customers among competing online shopping websites. In the short run, referrals… CONTINUE READING

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