The aim of this study is to examine the role of Internet advertising spending in achieving advertising efficiency. The application of a Data Envelopment Analysis model to a sample from the Spanish automobile industry revealed that online advertising positively affects the overall efficiency levels. Stochastic frontier analysis using three-year panel data corroborates this finding, revealing significant positive relationships between online advertising and sales. © 2008 de Cladea.
|Journal||Academia Revista Latinoamericana de Administracion|
|Publication status||Published - 1 Jan 2008|
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