The rapid development of the Internet, mobile and social media has brought a large number of new online advertising and marketing channels to e-commerce enterprises. In order to explore the combinatorial effect of multi-channel online advertising, according to the choice set theory, this paper proposes related research hypotheses based on the classified combination effects of online advertising channels, and then constructs the COX model, extracts relevant variables based on the channel data of individual users from an e-commerce company. Perform regression analysis on the model to obtain the combination effects of the specific advertising channel click order. The results show that the combination of advertising channels from Firm-initiated channels to Customer-initiated channels will have a positive combination effect on purchases, while the combination of advertising channels from brand search to generic search will have a negative combination effect on purchases.
Li, Li; Cao, Bingkun; and Yang, Zhenyi, "Research on the Evaluation of Multi-channel Online Advertising Combination Effects Based on Channel Click Path" (2022). WHICEB 2022 Proceedings. 53.