Journal
JOURNAL OF ADVERTISING RESEARCH
Volume 53, Issue 4, Pages 431-443Publisher
ADVERTISING RESEARCH FOUNDATION
DOI: 10.2501/JAR-53-4-431-443
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Amid the plethora of research on advertising effectiveness, the authors of the current study believe consumers' online search behavior, subsequent to exposure to traditional advertising messages, has been understudied. Using data from a major telecommunication company, this study's findings support the influence of employing multiple channels, advertising expenditures, and television and online advertising on consumers' tendency to follow through with their own online investigations.
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