Display Advertising and Brand Awareness in Search Engines: Predicting the Engagement of Branded Search Traffic Visitors
Authors: Drivas, Ioannis 
Giannakopoulos, Georgios 
Sakas, Damianos 
Publisher: Springer
Issue Date: 1-Feb-2021
Conference: International Conference on Business Intelligence & Modelling 
Book: Business Intelligence and Modelling 
Series: Springer Proceedings in Business and Economics
Keywords: Agent-based models in marketing, Brand awareness, Branded keywords, Branded search traffic, Data-driven marketing, Display advertising, Web analytics, Websites traffic
Abstract: 
Display advertising constitutes one of the most efficient digital marketing strategies for the development of organizations’ brand awareness. Proper targeting of display ads campaigns potentially leads to the improvement of web users’ consideration and engagement about products and services that organizations offer through their websites. As prior studies indicate, this kind of consideration and e...
ISBN: 9783030570644
ISSN: 21987254
21987246
DOI: 10.1007/978-3-030-57065-1_1
URI: https://uniwacris.uniwa.gr/handle/3000/329
Type: Conference Paper
Department: Department of Archival, Library and Information Studies 
School: School of Administrative, Economics and Social Sciences 
Affiliation: University of West Attica (UNIWA) 
Appears in Collections:Book Chapter / Κεφάλαιο Βιβλίου

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