Marketing communication efficiency in the Spanish automobile sector: Analysing the role of online advertising through DEA and stochastic frontiers
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| Format: | Artículo científico |
| Sprache: | en |
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Consejo Latinoamericano de Escuelas de Administración
2008
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| _version_ | 1876472958501781504 |
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| author | Albena Pergelova |
| author_facet | Albena Pergelova |
| contents | Marketing communication efficiency in the Spanish automobile sector: Analysing the role of online advertising through DEA and stochastic frontiers Albena Pergelova Diego Prior Josep Rialp Administración y Contabilidad Internet efficiency Advertising marketing metrics The aim of this study is to examine the role of Internet advertising spending in achieving advertising efficiency. The application of a Data Envelopment Analysis model to a sample from the Spanish automobile industry revealed that online advertising positively affects the overall efficiency levels. Stochastic frontier analysis using three-year panel data corroborates this finding, revealing significant positive relationships between online advertising and sales. 2008 artículo científico 1012-8255 https://www.redalyc.org/articulo.oa?id=71611842008 en http://www.redalyc.org/revista.oa?id=716 Academia. Revista Latinoamericana de Administración application/pdf Consejo Latinoamericano de Escuelas de Administración Academia. Revista Latinoamericana de Administración (Perú) Num.41 |
| format | Artículo científico |
| id | redalyc_71611842008 |
| institution | Redalyc |
| language | en |
| publishDate | 2008 |
| publisher | Consejo Latinoamericano de Escuelas de Administración |
| spellingShingle | Marketing communication efficiency in the Spanish automobile sector: Analysing the role of online advertising through DEA and stochastic frontiers Albena Pergelova Administración y Contabilidad Internet efficiency Advertising marketing metrics Marketing communication efficiency in the Spanish automobile sector: Analysing the role of online advertising through DEA and stochastic frontiers Albena Pergelova Diego Prior Josep Rialp Administración y Contabilidad Internet efficiency Advertising marketing metrics The aim of this study is to examine the role of Internet advertising spending in achieving advertising efficiency. The application of a Data Envelopment Analysis model to a sample from the Spanish automobile industry revealed that online advertising positively affects the overall efficiency levels. Stochastic frontier analysis using three-year panel data corroborates this finding, revealing significant positive relationships between online advertising and sales. 2008 artículo científico 1012-8255 https://www.redalyc.org/articulo.oa?id=71611842008 en http://www.redalyc.org/revista.oa?id=716 Academia. Revista Latinoamericana de Administración application/pdf Consejo Latinoamericano de Escuelas de Administración Academia. Revista Latinoamericana de Administración (Perú) Num.41 |
| title | Marketing communication efficiency in the Spanish automobile sector: Analysing the role of online advertising through DEA and stochastic frontiers |
| topic | Administración y Contabilidad Internet efficiency Advertising marketing metrics |
| url | https://www.redalyc.org/articulo.oa?id=71611842008 |