Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/24144
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dc.contributor.authorHäring, Juliaen_US
dc.date.accessioned2009-02-16T14:49:17Z-
dc.date.available2009-02-16T14:49:17Z-
dc.date.issued2005en_US
dc.identifier.urihttp://hdl.handle.net/10419/24144-
dc.description.abstractAn Internet retailer?s (e-tailer?s) outstanding virtual location enhances theprobability of being noticed by potential customers. The notion of a virtuallocation for e-tailers refers to the analogy to the physical location. Inthe empirical analysis, an e-tailer?s Internet search engine rank as well as itsadvertising activities in search engines serve as proxies for the virtual location.The results suggest that it is optimal for e-tailers to complement a highsearch engine rank with investments in online advertising. Moreover, bannerads seem to serve as price advertising mechanism, whereas sponsored linksrather seem to be used in order to signal outstanding customer service.en_US
dc.language.isoengen_US
dc.publisher|aZentrum für Europäische Wirtschaftsforschung (ZEW) |cMannheim-
dc.relation.ispartofseries|aZEW Discussion Papers |x05-52en_US
dc.subject.jelM37en_US
dc.subject.jelL29en_US
dc.subject.jelL81en_US
dc.subject.jelC25en_US
dc.subject.ddc330en_US
dc.subject.keywordvirtual locationen_US
dc.subject.keywordonline advertisingen_US
dc.subject.keywordsearch enginesen_US
dc.subject.stwEinzelhandelen_US
dc.subject.stwE-Businessen_US
dc.subject.stwInterneten_US
dc.titleThe Virtual Location of E-Tailers: Evidence from a B2C E-Commerce Marketen_US
dc.typeWorking Paperen_US
dc.identifier.ppn496807846en_US
dc.rightshttp://www.econstor.eu/dspace/Nutzungsbedingungen-
dc.identifier.repecRePEc:zbw:zewdip:4278-

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