Analyzing the Relationship Between Organic and Sponsored Search Advertising: Positive, Negative, or Zero Interdependence?

Sha Yang
Sha Yang
[email protected]
Stern School of Business, New York University, New York, New York 10012
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,
Anindya Ghose
Anindya Ghose
[email protected]
Stern School of Business, New York University, New York, New York 10012
Search for more papers by this author

Sha Yang

[email protected]

Stern School of Business, New York University, New York, New York 10012

Search for more papers by this author

,

Anindya Ghose

[email protected]

Stern School of Business, New York University, New York, New York 10012

Search for more papers by this author

Published Online:8 Apr 2010https://doi.org/10.1287/mksc.1090.0552

Supplemental Material

mksc.1090.0552-sm-online_appendix.pdf (144 KB)

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cover image Marketing Science

Volume 29, Issue 4

July-August 2010

Pages 585-782

Article Information

Supplemental Material

Metrics

Information

Received:February 10, 2008
Accepted:October 21, 2009
Published Online:April 08, 2010

Copyright © 2010, INFORMS

Cite as

Sha Yang, Anindya Ghose, (2010) Analyzing the Relationship Between Organic and Sponsored Search Advertising: Positive, Negative, or Zero Interdependence?. Marketing Science 29(4):602-623.

https://doi.org/10.1287/mksc.1090.0552

Keywords