DIGITAL SEARCH ADVERTISING – THE ROLE OF POST-CLICK FACTORS IN GENERATING PURCHASE CONVERSIONS
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Date
2023-07
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Indian Society for Health And Advanced Reaserch
Abstract
A lot of research is available on the effectiveness of search as an advertising channel. Most of these studies tend to treat a click on a search ad as a binary event. All of them study the events leading to the click. This paper goes beyond this to study the post click actions taken by a user subsequent to clicking on a search ad, and refers to those actions as depth of interaction, and testing the variables that have an effect on the nal outcome. We use a prescriptive research design employing binary logistic regression analysis. Results indicate that the duration of time spent, device used, and recency of visit have a very high positive effect on the nal outcome.
Description
Keywords
search advertising, depth of interaction, conversion funnel, sales conversion, post click, AIDA, logistic regression
Citation
Kishore Amit, C.Dr Om Prakash. DIGITAL SEARCH ADVERTISING – THE ROLE OF POST-CLICK FACTORS IN GENERATING PURCHASE CONVERSIONS. Global Journal For Research Analysis . 2023 Jul; 12(7): 1-3