Understanding the effects of branded paid search advertising : the case of direct-to-consumer (online-only DTC) brands /
Files
(Published version)
Date
2023
Authors
Beknazarova, Ilmira
Editors
Advisors
Journal Title
Journal ISSN
Volume Title
Type:
thesis
Citation
Statement of Responsibility
Conference Name
Abstract
Many brands invest in branded paid search advertising. However, there is evidence that stopping branded paid search does not affect sales. Unfortunately, these results are limited to big well-known brands (i.e., eBay). This warrants further investigation across different brand conditions. This research looks at a condition that gives a cleaner assessment of the effect of branded paid search, using small less well-known online-only Direct-To-Consumer (DTC) brands which did not use any other form of mass advertising and could capture 100% of their sales. The finding from nine field experiments for small online-only Direct-to-Consumer brands from five different product categories revealed no effect of stopping branded paid search advertising on sessions, transactions, and sales. These results suggest that small online-only Direct-to-Consumer brands need to use another strategy to grow.
School/Discipline
University of South Australia. UniSA Business.
UniSA Business.
UniSA Business.
Dissertation Note
Thesis (Masters by research(Marketing & Related Studies))--University of South Australia, 2023.
Provenance
Copyright 2023 Ilmira Beknazarova.
Description
1 ethesis (vi, 132, pages) :
colour illustrations, colour charts.
Includes bibliographical references (pages 82- 86)
colour illustrations, colour charts.
Includes bibliographical references (pages 82- 86)
Access Status
506 0#$fstar $2Unrestricted online access