@techreport{Haring2005Virtual,
abstract = {An Internet retailer?s (e-tailer?s) outstanding virtual location enhances the
probability of being noticed by potential customers. The notion of a virtual
location for e-tailers refers to the analogy to the physical location. In
the empirical analysis, an e-tailer?s Internet search engine rank as well as its
advertising activities in search engines serve as proxies for the virtual location.
The results suggest that it is optimal for e-tailers to complement a high
search engine rank with investments in online advertising. Moreover, banner
ads seem to serve as price advertising mechanism, whereas sponsored links
rather seem to be used in order to signal outstanding customer service.},
address = {Mannheim},
author = {Julia H\"{a}ring},
copyright = {http://www.econstor.eu/dspace/Nutzungsbedingungen},
keywords = {M37; L29; L81; C25; 330; virtual location; online advertising; search engines; Einzelhandel; E-Business; Internet},
language = {eng},
number = {05-52},
publisher = {Zentrum f\"{u}r Europ\"{a}ische Wirtschaftsforschung (ZEW)},
title = {The Virtual Location of E-Tailers: Evidence from a B2C E-Commerce Market},
type = {ZEW Discussion Papers},
url = {http://hdl.handle.net/10419/24144},
year = {2005}
}
