Marketing communication efficiency in the Spanish automobile sector: Analysing the role of online advertising through DEA and stochastic frontiers

Albena Pergelova, Diego Prior, Josep Rialp

    Research output: Contribution to journalArticleResearchpeer-review

    4 Citations (Scopus)

    Abstract

    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.
    Original languageEnglish
    Pages (from-to)91-107
    JournalAcademia Revista Latinoamericana de Administracion
    Issue number41
    Publication statusPublished - 1 Jan 2008

    Keywords

    • Advertising
    • Efficiency
    • Internet
    • Marketing metrics

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