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Modeling the Clickstream: Implications for Web-Based Advertising Efforts
Patrali Chatterjee
, Donna L. Hoffman
, Thomas P. Novak
Marketing
Research output
:
Contribution to journal
›
Review article
›
peer-review
353
Scopus citations
Overview
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Keyphrases
Ad Exposure
100%
Clickstream
100%
Advertising Effort
100%
Online Advertising
100%
Banner Ads
100%
Number of Sessions
66%
Repeated Exposure
33%
Between-session
33%
Consumer Response
33%
Analytical Approach
33%
Differential Effects
33%
Advertising Media
33%
Sponsored Content
33%
Advertising Response
33%
Response Dynamics
33%
Navigation Path
33%
Cumulative Effects
33%
Placement Decision
33%
Ad Placement
33%
Response Measurement
33%
Click-through
33%
Earth and Planetary Sciences
Cumulative Effects
100%