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Cited by 594

The DOI matches its Crossref record; 21 of the 21 references it cites were found in a registry or an index.

Customer Channel Migration

Ansari, Asim, Mela, Carl F, Neslin, Scott A·2008·Journal of Marketing Research
DOI 10.1509/jmkr.45.1.60
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Abstract

Abstract The authors develop a model of customer channel migration and apply it to a retailer that markets over the Web and through catalogs. The model identifies the key phenomena required to analyze customer migration, shows how these phenomena can be modeled, and develops an approach for estimating the model. The methodology is unique in its ability to accommodate heterogeneous customer responses to a large number of distinct marketing communications in a dynamic context. The results indicate that (1) Web purchasing is associated with lower subsequent purchase volumes than when buying from other outlets; (2) marketing efforts are associated with channel usage and purchase incidence, offsetting negative Web experience effects; and (3) negative interactions occur between like communications (catalog × catalog or e-mail × e-mail) and between different types of communications (catalog × e-mail). The authors find that over the four-year period of their data, a Web-oriented “migration” segment emerged, and t...

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Metadata

Authors
Ansari, A., Mela, C. F., & Neslin, S. A.
Venue
Journal of Marketing Research
Publisher
SAGE Publications
Published
2008-02
Volume
45
Issue
1
Pages
60-76
ISSN
0022-2437 (ISSN-L)
DOI
10.1509/jmkr.45.1.60
OpenAlex
W1967228352
Cited by
594
References
21
FWCI
96.72
Type
journal article
Language
en
Open access
closed

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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.