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Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity

Srinivasan, Shuba, Rutz, Oliver J., Pauwels, Koen·2016·Journal of the Academy of Marketing Science

DOI 10.1007/s11747-015-0431-z

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Authors: Srinivasan, S., Rutz, O. J., & Pauwels, K.
Affiliations: Boston University (US)
University of Washington (US)
Özyeğin University (TR)
Corresponding author: Rutz, Oliver J.
ORCID: Srinivasan, Shuba
Rutz, Oliver J.
Pauwels, Koen
Venue: Journal of the Academy of Marketing Science
Publisher: Springer Science and Business Media LLC
Published: 2015-03-14
Volume: 44
Issue: 4
Pages: 440-453
ISSN: 0092-0703 (ISSN-L)
1552-7824
DOI: 10.1007/s11747-015-0431-z
OpenAlex: W2021128188
Cited by: 255
References: 38
Citations by year: 2026: 10 · 2025: 24 · 2024: 28 · 2023: 27 · 2022: 18 · 2021: 34 · 2020: 39 · 2019: 18 · 2018: 24 · 2017: 18 · 2016: 12 · 2015: 3
FWCI: 58.50
Type: journal article
Language: en
Open access: closed
Licence: www.springer.com/tdm (tdm)
Locations: Journal of the Academy of Marketing Science (publishedVersion)
RePEc: Research Papers in Economics (submittedVersion)
eResearch@Ozyegin (submittedVersion)
Topics: Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
Keywords: path to purchase, earned media, owned media, paid media, customer engagement, search engine advertising, marketing mix, price, advertising, distribution, fast-moving consumer goods, low-involvement products, sales drivers, consumer behavior

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Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity

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