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Can data-driven precision marketing promote user ad clicks? Evidence from advertising in WeChat moments

Year: 2019

Type: article

Study design: Observational Study

Source: Industrial Marketing Management

DOI: 10.1016/j.indmarman.2019.05.001

Authors: Chuanpeng Yu, Zhengang Zhang, Chunpei Lin, Yenchun Jim Wu

Institutions: South China University of Technology, Huaqiao University, National Taiwan Normal University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

Funders: Ministry of Science and Technology, Taiwan, National Office for Philosophy and Social Sciences

Awards: G2910080723, Use of Ict in Entrepreneurship Education: Thematic Topics, Course Design, and Evaluation

OpenAlex ID: W2946708860

FWCI: 14.82

Cites: 90

Cited by: 133

Related to: 10