Skip to main content

Research Repository

Advanced Search

Multilevel marketing: Optimizing marketing effectiveness for high-involvement goods in the automotive industry

Niemand, T.; Kraus, S.; Mather, S.; Cuenca-Ballester, A.C.

Multilevel marketing: Optimizing marketing effectiveness for high-involvement goods in the automotive industry Thumbnail


Authors

T. Niemand

S. Kraus

S. Mather

A.C. Cuenca-Ballester



Abstract

With a surge in communication channels increasing the complexity of today’s media landscape, companies face new challenges concerning the allocation of their advertising budget. As consumers become increasingly more autonomous in gathering information from the channels they deem most suitable, they encounter several touchpoints on their customer journey. Marketers struggle with the assessment of channel effectiveness. Despite a rise in research on the topic of attribution, findings and methodology vary greatly regarding variables and outcomes. The question of how to determine suitable attribution modeling that optimizes advertising effectiveness thus remains unanswered. This article aims at assessing which factors influence channel effectiveness in the context of high-involvement goods. Based on a unique dataset from a multinational car manufacturer, a Structural Vector Autoregressive model has been formulated revealing channel interactions, lagged effects of advertising and conversion funnel stages as being highly influential factors concerning channel effectiveness.

Citation

Niemand, T., Kraus, S., Mather, S., & Cuenca-Ballester, A. (2020). Multilevel marketing: Optimizing marketing effectiveness for high-involvement goods in the automotive industry. International Entrepreneurship and Management Journal, 16(4), 1367-1392. https://doi.org/10.1007/s11365-020-00669-8

Journal Article Type Article
Acceptance Date Apr 24, 2020
Online Publication Date May 16, 2020
Publication Date 2020-12
Deposit Date Apr 26, 2020
Publicly Available Date May 27, 2020
Journal International Entrepreneurship and Management Journal
Print ISSN 1554-7191
Electronic ISSN 1555-1938
Publisher Springer
Peer Reviewed Peer Reviewed
Volume 16
Issue 4
Pages 1367-1392
DOI https://doi.org/10.1007/s11365-020-00669-8
Public URL https://durham-repository.worktribe.com/output/1272197

Files


Published Journal Article (Advance online version) (524 Kb)
PDF

Publisher Licence URL
http://creativecommons.org/licenses/by/4.0/

Copyright Statement
Advance online version This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/.





You might also like



Downloadable Citations