Short-Term Effects of Fics and Cics Advertisements -Purchase Funnel Model Perspective

Li Li; Yingxiang Bian; Zhenyi Yang

doi:10.54097/ehss.v2i.782

Authors

Li Li
Yingxiang Bian
Zhenyi Yang

DOI:

https://doi.org/10.54097/ehss.v2i.782

Keywords:

Multi-channel Online advertisements, Short-term Effects, Purchase Funnel Model, SVAR Model.

Abstract

Based on various types of data such as clickstreams in e-commerce websites, this paper develops an evaluation model on the short-term effects of online advertisement of firm-initiated contacts (FICs) and customer-initiated contacts (CICs). The results show, it is found that the short-term effect of CICs brand ads is the largest (the short-term effect of brand paid search ads is the strongest), followed by CICs generic ads, and FICs ads has the weakest effect on instant consumption promotion.

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