Research on Effects of Paid Search Advertising Based on Customer loyalty Segmentation

Authors

Jiaxin Chen, School of Economics and Management, Nanjing University of Science and Technology, Nanjing 210094, ChinaFollow
Li Li, Jiangsu Collaborative Innovation Center of Social Safety Science and Technology, Nanjing 210094, China，Jiangsu Collaborative Innovation Center of Social Safety Science and Technology, Nanjing 210094, ChinaFollow
Weiwei Liao, School of Economics and Management, Nanjing University of Science and Technology, Nanjing 210094, China

Abstract

For e-commerce enterprises, it can help enterprises adjust their advertising strategies more effectively by determining the impact of paid search advertising on different customer groups. Therefore, this paper constructs a comprehensive evaluation model of immediate effect and carry-over effect of paid search advertising, and empirically discusses the impact of paid search advertising on different loyalty-based market segments. The results show that paid search advertising has the greatest impact on high-loyalty customers, while the carry-over effect on potential customers is longer. Thus, we can find that the role of paid search advertising is not only to attract new customers, but also to maintain high-loyalty customers.

Recommended Citation

Chen, Jiaxin; Li, Li; and Liao, Weiwei, "Research on Effects of Paid Search Advertising Based on Customer loyalty Segmentation" (2021). WHICEB 2021 Proceedings. 8.
https://aisel.aisnet.org/whiceb2021/8