Description
Growing a digital platform requires bringing users to the platform and converting them into adopting the online service or community. Growth may be supported with advertising, but knowledge about what type of advertising affects what stage in the adoption
Recommended Citation
Dost, Florian and Phieler, Ulrike, "Supporting the Adoption Funnel with Differential Effects from Traditional Advertising, Online Displays, and a Micro-Influencer Campaign" (2018). ICIS 2018 Proceedings. 5.
https://aisel.aisnet.org/icis2018/ebusiness/Presentations/5
Supporting the Adoption Funnel with Differential Effects from Traditional Advertising, Online Displays, and a Micro-Influencer Campaign
Growing a digital platform requires bringing users to the platform and converting them into adopting the online service or community. Growth may be supported with advertising, but knowledge about what type of advertising affects what stage in the adoption