Investigating the Promotional Effect of Green Signals in Sponsored Search Advertising Using Bayesian Parameter Estimation

Tobias Blask

doi:10.1007/978-3-642-36011-4_3

Investigating the Promotional Effect of Green Signals in Sponsored Search Advertising Using Bayesian Parameter Estimation

Tobias Blask

Research output: Contributions to collected editions/works › Article in conference proceedings › Research › peer-review

Abstract

Over the last years we have observed a remarkable shift of media spendings from offline brand building activities to online performance advertising as well as a noticeable increase in “green marketing” efforts and sustainability communication by companies of various branches. In this paper we bring these two research streams together. We develop and perform a non reactive A/B-test that enables us to evaluate the influence of sustainability information on the customers decision to buy a product by clicking on an ad on a search engine results page (SERP). We analyze campaign performance data from a European e-commerce retailer, apply a Bayesian parameter estimation to compare the two groups, and discuss the implications of the results.

Original language	English
Title of host publication	Information Technology in Environmental Engineering : Selected Contributions to the Sixth International Conference on Information Technologies in Environmental Engineering (ITEE2013)
Number of pages	13
Publisher	Springer Verlag
Publication date	2014
Pages	25-37
ISBN (Print)	978-3-642-36010-7
ISBN (Electronic)	978-3-642-36011-4
DOIs	https://doi.org/10.1007/978-3-642-36011-4_3
Publication status	Published - 2014
Event	6th International Conference on Information Technologies in Environmental Engineering - ITEE2013 - Lüneburg , Germany Duration: 01.07.2013 → 12.07.2013 Conference number: 6

Research areas and keywords

Business informatics
Search Engine
Null Hypothesis Significance Testing
Reliable Delivery
Green Marketing
Position Bias

Access to Document

10.1007/978-3-642-36011-4_3

TM 1.3 C FuE-Projekt 07 - SEM-A2: SEM Account Aggregation - ein Verfahren zur Optimierung der Suchmaschinenwerbung in KMU
Funk, B. (Project manager, academic), Blask, T.-B. (Project staff) & Japsen, A. (Project staff)
Investitions- und Förderbank Niedersachsen – NBank
01.10.11 → 31.10.15
Project: Transfer (R&D project)

Cite this

Blask, T. (2014). Investigating the Promotional Effect of Green Signals in Sponsored Search Advertising Using Bayesian Parameter Estimation. In Information Technology in Environmental Engineering: Selected Contributions to the Sixth International Conference on Information Technologies in Environmental Engineering (ITEE2013) (pp. 25-37). (Environmental Science and Engineering). Springer Verlag. https://doi.org/10.1007/978-3-642-36011-4_3

Blask, Tobias. / Investigating the Promotional Effect of Green Signals in Sponsored Search Advertising Using Bayesian Parameter Estimation. Information Technology in Environmental Engineering: Selected Contributions to the Sixth International Conference on Information Technologies in Environmental Engineering (ITEE2013). Springer Verlag, 2014. pp. 25-37 (Environmental Science and Engineering).

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abstract = "Over the last years we have observed a remarkable shift of media spendings from offline brand building activities to online performance advertising as well as a noticeable increase in “green marketing” efforts and sustainability communication by companies of various branches. In this paper we bring these two research streams together. We develop and perform a non reactive A/B-test that enables us to evaluate the influence of sustainability information on the customers decision to buy a product by clicking on an ad on a search engine results page (SERP). We analyze campaign performance data from a European e-commerce retailer, apply a Bayesian parameter estimation to compare the two groups, and discuss the implications of the results.",

keywords = "Business informatics, Search Engine, Null Hypothesis Significance Testing, Reliable Delivery, Green Marketing, Position Bias",

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Blask, T 2014, Investigating the Promotional Effect of Green Signals in Sponsored Search Advertising Using Bayesian Parameter Estimation. in Information Technology in Environmental Engineering: Selected Contributions to the Sixth International Conference on Information Technologies in Environmental Engineering (ITEE2013). Environmental Science and Engineering, Springer Verlag, pp. 25-37, 6th International Conference on Information Technologies in Environmental Engineering - ITEE2013 , Lüneburg , Germany, 01.07.13. https://doi.org/10.1007/978-3-642-36011-4_3

Investigating the Promotional Effect of Green Signals in Sponsored Search Advertising Using Bayesian Parameter Estimation. / Blask, Tobias.
Information Technology in Environmental Engineering: Selected Contributions to the Sixth International Conference on Information Technologies in Environmental Engineering (ITEE2013). Springer Verlag, 2014. p. 25-37 (Environmental Science and Engineering).

Research output: Contributions to collected editions/works › Article in conference proceedings › Research › peer-review

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AB - Over the last years we have observed a remarkable shift of media spendings from offline brand building activities to online performance advertising as well as a noticeable increase in “green marketing” efforts and sustainability communication by companies of various branches. In this paper we bring these two research streams together. We develop and perform a non reactive A/B-test that enables us to evaluate the influence of sustainability information on the customers decision to buy a product by clicking on an ad on a search engine results page (SERP). We analyze campaign performance data from a European e-commerce retailer, apply a Bayesian parameter estimation to compare the two groups, and discuss the implications of the results.

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KW - Search Engine

KW - Null Hypothesis Significance Testing

KW - Reliable Delivery

KW - Green Marketing

KW - Position Bias

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DO - 10.1007/978-3-642-36011-4_3

M3 - Article in conference proceedings

SN - 978-3-642-36010-7

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ER -

Blask T. Investigating the Promotional Effect of Green Signals in Sponsored Search Advertising Using Bayesian Parameter Estimation. In Information Technology in Environmental Engineering: Selected Contributions to the Sixth International Conference on Information Technologies in Environmental Engineering (ITEE2013). Springer Verlag. 2014. p. 25-37. (Environmental Science and Engineering). doi: 10.1007/978-3-642-36011-4_3

Investigating the Promotional Effect of Green Signals in Sponsored Search Advertising Using Bayesian Parameter Estimation

Abstract

Research areas and keywords

Access to Document

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Projects

TM 1.3 C FuE-Projekt 07 - SEM-A2: SEM Account Aggregation - ein Verfahren zur Optimierung der Suchmaschinenwerbung in KMU

Cite this