The amplifying effect of branded queries on advertising in multi-channel retailing

摘要

This article investigates the effect of online advertising (display, retargeting, social media and paid search) and offline advertising (TV and store flyers) on conducing branded search queries and the mediating role of these queries on web and store sales. Findings show that online and offline advertising increase consumers' propensity to conduct branded search queries and that branded search queries combined with paid search advertising are the most relevant variables to generate sales on the web or in store in mull-channel retailing. Results have implications on the design of multi-channel communication campaigns. This study employs a partial least squares structural equation model (PLS-SEM), with data from a European electronic consumer multi-channel retailer, to measure simultaneously the total effect of online and offline advertising on sales mediated by branded queries and paid search advertising.