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Multilevel marketing: optimizing marketing effectiveness for high-involvement goods in the automotive industry

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Multilevel marketing: optimizing marketing effectiveness for high-involvement goods in the automotive industry

dc.contributor.author	Niemand, Thomas
dc.contributor.author	Kraus, Sascha
dc.contributor.author	Mather, Sophia
dc.contributor.author	Cuenca Ballester, Antonio Carlos
dc.date.accessioned	2023-11-13T10:28:35Z
dc.date.available	2023-11-14T05:45:07Z
dc.date.issued	2020	es_ES
dc.identifier.uri	https://hdl.handle.net/10550/91054
dc.description.abstract	With a surge in communication channels increasing the complexity of today’s media landscape, companies face new challenges concerning the allocation of their advertising budget. As consumers become increasingly more autonomous in gathering information from the channels they deem most suitable, they encounter several touchpoints on their customer journey. Marketers struggle with the assessment of channel effectiveness. Despite a rise in research on the topic of attribution, findings and methodology vary greatly regarding variables and outcomes. The question of how to determine suitable attribution modeling that optimizes advertising effectiveness thus remains unanswered. This article aims at assessing which factors influence channel effectiveness in the context of high-involvement goods. Based on a unique dataset from a multinational car manufacturer, a Structural Vector Autoregressive model has been formulated revealing channel interactions, lagged effects of advertising and conversion funnel stages as being highly influential factors concerning channel effectiveness.	es_ES
dc.language.iso	en	es_ES
dc.publisher	Springer	es_ES
dc.source	Niemand, T., Kraus, S., Mather, S., & Cuenca-Ballester, A. C. (2020). Multilevel marketing: optimizing marketing effectiveness for high-involvement goods in the automotive industry. International Entrepreneurship and Management Journal, 16(4), 1367–1392.	es_ES
dc.subject	Attribution modeling	es_ES
dc.subject	Multichannel advertising	es_ES
dc.subject	Multi-channel attribution modeling	es_ES
dc.subject	Conversion funnel	es_ES
dc.subject	Channel effectiveness	es_ES
dc.subject	Automotive industry	es_ES
dc.title	Multilevel marketing: optimizing marketing effectiveness for high-involvement goods in the automotive industry	es_ES
dc.type	journal article	es_ES
dc.subject.unesco	UNESCO::CIENCIAS ECONÓMICAS	es_ES
dc.identifier.doi	10.1007/s11365-020-00669-8	es_ES
dc.accrualmethod	S	es_ES
dc.embargo.terms	0 days	es_ES
dc.type.hasVersion	VoR	es_ES
dc.rights.accessRights	open access	es_ES