Marketing communication efficiency in the Spanish automobile sector: Analysing the role of online advertising through DEA and stochastic frontiers

被引：0

作者：

Pergelova, Albena ^{[1
]}

Prior, Diego ^{[1
]}

Rialp, Josep ^{[1
]}

机构：

[1] Univ Autonoma Barcelona, Dept Econ Empresa, Barcelona, Spain

来源：

ACADEMIA-REVISTA LATINOAMERICANA DE ADMINISTRACION | 2008年 / 41期

关键词：

advertising; efficiency; Internet; marketing metrics;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The aim of this study is to examine the role of Internet advertising spending in achieving advertising efficiency. The application of a Data Envelopment Analysis model to a sample from the Spanish automobile industry revealed that online advertising positively affects the overall efficiency levels. Stochastic frontier analysis using three-year panel data corroborates this finding, revealing significant positive relationships between online advertising and sales.

引用

页码：91 / 107

页数：17