{"id":"https://openalex.org/W2965542170","doi":"https://doi.org/10.1080/13527266.2019.1646306","title":"Exploratory study on variables impacting display advertising spend of leading advertisers in the USA","display_name":"Exploratory study on variables impacting display advertising spend of leading advertisers in the USA","publication_year":2019,"publication_date":"2019-07-31","ids":{"openalex":"https://openalex.org/W2965542170","doi":"https://doi.org/10.1080/13527266.2019.1646306","mag":"2965542170"},"language":"en","primary_location":{"id":"doi:10.1080/13527266.2019.1646306","doi":"https://doi.org/10.1080/13527266.2019.1646306","is_oa":false,"landing_page_url":"https://doi.org/10.1080/13527266.2019.1646306","pdf_url":null,"source":{"id":"https://openalex.org/S158451771","display_name":"Journal of Marketing Communications","issn_l":"1352-7266","issn":["1352-7266","1466-4445"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-b","anvur-scientific","cwts-core","erih-plus","jufo-1","norway-1","poland-70","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310320547","host_organization_name":"Taylor & Francis","host_organization_lineage":["https://openalex.org/P4310320547","https://openalex.org/P4310320449"],"host_organization_lineage_names":["Taylor & Francis","Informa"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Marketing Communications","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5032266348","display_name":"Somnath Chakrabarti","orcid":"https://orcid.org/0000-0001-7625-4814","observed_orcids":["https://orcid.org/0000-0001-7625-4814"]},"institutions":[{"id":"https://openalex.org/I2799289540","display_name":"Indian Institute of Management Kashipur","ror":"https://ror.org/0039tsz33","country_code":"IN","type":"education","lineage":["https://openalex.org/I2799289540"]}],"countries":["IN"],"is_corresponding":true,"raw_author_name":"Somnath Chakrabarti","raw_affiliation_strings":["Indian Institute of Management (IIM)","Indian Institute of Management (IIM), Kashipur, India"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Indian Institute of Management (IIM)","institution_ids":[]},{"raw_affiliation_string":"Indian Institute of Management (IIM), Kashipur, India","institution_ids":["https://openalex.org/I2799289540"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5079086340","display_name":"Mayank Makhija","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I40347166","display_name":"University of Chicago","ror":"https://ror.org/024mw5h28","country_code":"US","type":"education","lineage":["https://openalex.org/I40347166"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Mayank Makhija","raw_affiliation_strings":["University of Chicago Booth School of Business","University of Chicago Booth School of Business, Chicago, USA"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"University of Chicago Booth School of Business","institution_ids":["https://openalex.org/I40347166"]},{"raw_affiliation_string":"University of Chicago Booth School of Business, Chicago, USA","institution_ids":["https://openalex.org/I40347166"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":2,"corresponding_author_ids":["https://openalex.org/A5032266348"],"corresponding_institution_ids":["https://openalex.org/I2799289540"],"apc_list":null,"apc_paid":null,"fwci":1.3232,"has_fulltext":false,"cited_by_count":6,"citation_normalized_percentile":{"value":0.86470552,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":88,"max":95},"biblio":{"volume":"27","issue":"2","first_page":"176","last_page":"206"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.9682999849319458,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.9682999849319458,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.01360000018030405,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.011500000022351742,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/display-advertising","display_name":"display advertising","score":0.9449999928474426},{"id":"https://openalex.org/keywords/advertising-expenditure","display_name":"advertising expenditure","score":0.9470000267028809},{"id":"https://openalex.org/keywords/product-categories","display_name":"product categories","score":0.7680000066757202},{"id":"https://openalex.org/keywords/panel-data-models","display_name":"panel data models","score":0.5609999895095825}],"concepts":[{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.8452615737915039},{"id":"https://openalex.org/C70437156","wikidata":"https://www.wikidata.org/wiki/Q7228652","display_name":"Pooling","level":2,"score":0.6055120229721069},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.553966224193573},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.538762092590332},{"id":"https://openalex.org/C12718992","wikidata":"https://www.wikidata.org/wiki/Q4686766","display_name":"Advertising research","level":2,"score":0.500298023223877},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.4882926940917969},{"id":"https://openalex.org/C85973986","wikidata":"https://www.wikidata.org/wiki/Q1091731","display_name":"Exploratory research","level":2,"score":0.4761074483394623},{"id":"https://openalex.org/C110350745","wikidata":"https://www.wikidata.org/wiki/Q1761818","display_name":"Advertising campaign","level":2,"score":0.470525860786438},{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.4204123020172119},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.1434406042098999},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.10124421119689941},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.08998113870620728},{"id":"https://openalex.org/C19165224","wikidata":"https://www.wikidata.org/wiki/Q23404","display_name":"Anthropology","level":1,"score":0.0},{"id":"https://openalex.org/C2524010","wikidata":"https://www.wikidata.org/wiki/Q8087","display_name":"Geometry","level":1,"score":0.0},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.0},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.0},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1080/13527266.2019.1646306","doi":"https://doi.org/10.1080/13527266.2019.1646306","is_oa":false,"landing_page_url":"https://doi.org/10.1080/13527266.2019.1646306","pdf_url":null,"source":{"id":"https://openalex.org/S158451771","display_name":"Journal of Marketing Communications","issn_l":"1352-7266","issn":["1352-7266","1466-4445"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-b","anvur-scientific","cwts-core","erih-plus","jufo-1","norway-1","poland-70","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310320547","host_organization_name":"Taylor & Francis","host_organization_lineage":["https://openalex.org/P4310320547","https://openalex.org/P4310320449"],"host_organization_lineage_names":["Taylor & Francis","Informa"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Marketing Communications","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":48,"referenced_works":["https://openalex.org/W275519673","https://openalex.org/W751378479","https://openalex.org/W1512086006","https://openalex.org/W1524932880","https://openalex.org/W1551653989","https://openalex.org/W1950629566","https://openalex.org/W1973745404","https://openalex.org/W1992166554","https://openalex.org/W1993730331","https://openalex.org/W1996726897","https://openalex.org/W2020427224","https://openalex.org/W2020769900","https://openalex.org/W2025253059","https://openalex.org/W2044433598","https://openalex.org/W2048645617","https://openalex.org/W2049661042","https://openalex.org/W2057776043","https://openalex.org/W2072054661","https://openalex.org/W2074159846","https://openalex.org/W2075388543","https://openalex.org/W2086603042","https://openalex.org/W2089151683","https://openalex.org/W2090714779","https://openalex.org/W2096905790","https://openalex.org/W2115200620","https://openalex.org/W2125223383","https://openalex.org/W2132724845","https://openalex.org/W2134875131","https://openalex.org/W2139374894","https://openalex.org/W2145663193","https://openalex.org/W2152366448","https://openalex.org/W2168200753","https://openalex.org/W2168626622","https://openalex.org/W2208192105","https://openalex.org/W2266567506","https://openalex.org/W2279546003","https://openalex.org/W2336045875","https://openalex.org/W2339162937","https://openalex.org/W2401548750","https://openalex.org/W2750139858","https://openalex.org/W2750867494","https://openalex.org/W2771822926","https://openalex.org/W2790757064","https://openalex.org/W2799781735","https://openalex.org/W2808487010","https://openalex.org/W3124909431","https://openalex.org/W3125370239","https://openalex.org/W4252356664"],"related_works":["https://openalex.org/W2759518075","https://openalex.org/W2112775302","https://openalex.org/W3121469064","https://openalex.org/W3121718235","https://openalex.org/W2323567017","https://openalex.org/W2025253059","https://openalex.org/W284152795","https://openalex.org/W2109377995","https://openalex.org/W2608436042","https://openalex.org/W7126205623"],"abstract_inverted_index":{"This":[0,102],"pioneering":[1],"study":[2,52,103,131],"comprehensively":[3],"analyzes":[4],"display":[5,22,65],"advertising":[6,20,23,66],"spends":[7],"for":[8,115,140,184],"large":[9,109],"and":[10,21,96,149,160,166,172,187,189],"medium-sized":[11],"advertisers":[12,110],"in":[13,25,33,74,111,121,168,195],"the":[14,17,26,34,45,56,62,75,79,116,122,130,134,169],"US":[15,76,88,123,170],"market,":[16],"most":[18],"evolved":[19],"market":[24,171],"world,":[27],"unlike":[28],"some":[29],"other":[30,82],"academic":[31],"studies":[32],"domain":[35],"focusing":[36,43],"solely":[37],"on":[38,44,81,107,163],"media":[39,84,98,105,164,185],"spend":[40,67,99,165],"trends,":[41],"without":[42],"advertisers.":[46],"The":[47,125],"research":[48],"objective":[49],"of":[50,58,64,90,94,137,157],"this":[51,198],"was":[53],"to":[54,119,132,176],"explore":[55],"impact":[57],"relevant":[59,175],"variables":[60],"during":[61],"growth":[63],"from":[68],"its":[69],"infancy":[70],"till":[71],"recent":[72],"times":[73],"by":[77],"analyzing":[78],"data":[80,106,142,162],"measured":[83],"spend,":[85],"product":[86,113],"categories,":[87],"sales":[89,167],"advertisers,":[91,95],"HQ":[92],"Continent":[93],"unmeasured":[97],"among":[100],"others.":[101],"analyzed":[104,153],"78":[108],"12":[112],"categories":[114],"year":[117],"2000":[118],"2016":[120],"market.":[124],"plm":[126],"package":[127],"used":[128,139],"allowed":[129],"run":[133],"major":[135],"types":[136],"models":[138],"panel":[141],"like":[143],"pooling,":[144],"between,":[145],"fixed,":[146],"first":[147],"differences,":[148],"random":[150],"models.":[151],"It":[152],"a":[154],"significant":[155],"amount":[156],"real-world":[158],"cross-sectional":[159],"longitudinal":[161],"might":[173],"be":[174],"senior":[177],"marketing":[178],"executives.":[179],"Further,":[180],"it":[181],"gives":[182],"guidance":[183],"buyers":[186],"sellers":[188],"mentions":[190],"four":[191],"cases":[192],"which":[193],"are":[194],"line":[196],"with":[197],"study.":[199]},"counts_by_year":[{"year":2023,"cited_by_count":1},{"year":2022,"cited_by_count":2},{"year":2021,"cited_by_count":2},{"year":2020,"cited_by_count":1}],"updated_date":"2026-10-14T16:39:01.820549","created_date":"2019-08-13T00:00:00"}