What is a Click Worth? Correlation or Causality

Sebastian Oetzel () and Andreas Luppold ()
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Sebastian Oetzel: Hochschule Fulda – University of Applied Sciences

Chapter Chapter 15 in 33 Phenomena of Purchasing Decisions, 2024, pp 77-81 from Springer

Abstract: Abstract This chapter presents scientific studies on measuring the impact of online advertising within the context of search engine marketing and on social media platforms, and discusses why field experiments are an important way to uncover causal relationships.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-44799-1_15

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DOI: 10.1007/978-3-658-44799-1_15

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