Corpus ID: 16980345

The Impact of referral channels in Online Customer Journey

  title={The Impact of referral channels in Online Customer Journey},
  author={J. Zhang and W. Duan},
  • J. Zhang, W. Duan
  • Published in ICIS 2014
  • Business, Computer Science
  • This study scrutinizes the predictive relationship between three referral channels, search engine, social medial, and third-party advertising, and online consumer search and purchase. [...] Key Result Our results also show that search engine referrals explains the most of the variance in sales, while social media referrals explains the most of the variance in conversion and third party ads referrals explains the most of the variance in sales volume.Expand Abstract
    3 Citations

    Figures, Tables, and Topics from this paper

    Predicting Online User Behavior based on Real-Time Advertising Data
    • 1
    Social commerce—state-of-the-art and future research directions
    • 57
    • Highly Influenced
    • PDF
    Knowledge mapping of social commerce research: a visual analysis using CiteSpace
    • 30


    Analyzing the Relationship Between Organic and Sponsored Search Advertising: Positive, Negative, or Zero Interdependence?
    • 305
    • PDF
    Measuring the Lifetime Value of Customers Acquired from Google Search Advertising
    • 81
    • Highly Influential
    • PDF
    An Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets
    • 535
    • PDF
    Social Media and Firm Equity Value
    • 411
    • PDF
    From Generic to Branded: A Model of Spillover Dynamics in Paid Search Advertising
    • 88
    Examining the Impact of Ranking on Consumer Behavior and Search Engine Revenue
    • 141
    • Highly Influential
    • PDF
    The Race for Sponsored Links: Bidding Patterns for Search Advertising
    • 153
    • PDF
    How Does the Use of Trademarks by Third-Party Sellers Affect Online Search?
    • 42
    • PDF
    Dynamic Conversion Behavior at E-Commerce Sites
    • 454
    • PDF
    Optimal Internet Media Selection
    • 48