The Holy Grail of Advertising? Quality Signaling and Revenue Implications of "Pay- Per-Performance" Advertising

Authors

Chrysanthos Dellarocas, University of Maryland
Siva Viswanathan, University of Maryland - College ParkFollow

Recommended Citation

Dellarocas, Chrysanthos and Viswanathan, Siva, "The Holy Grail of Advertising? Quality Signaling and Revenue Implications of "Pay- Per-Performance" Advertising" (2008). ECIS 2008 Proceedings. 70.
https://aisel.aisnet.org/ecis2008/70