Bernard Jansen

Pennsylvania State University

Prof.

University Park, PA 16802

United States

  • Pennsylvania State University

SCHOLARLY PAPERS

4

DOWNLOADS

205

SSRN CITATIONS

0

CROSSREF CITATIONS

0

Scholarly Papers (4)

Actions:
Email selected abstracts
1.

The Branding Effect of Sponsored Search Advertising: Value-per-Click vs. Value-per-Impression

Number of pages: 54 Posted: 23 Jun 2017 Last Revised: 21 Oct 2018
Yanwu Yang, Daniel Dajun Zeng, Bernard Jansen and Suresh Sethi
School of Management, Huazhong University of Science and Technology, University of Arizona - Department of Management Information Systems, Pennsylvania State University and University of Texas at Dallas - Naveen Jindal School of Management
Downloads 97 (360,813)

Abstract:

Loading...

Sponsored Search Advertising, Branding Effect, Direct Response, Advertising Decisions, Budget Decisions

2.

Keyword Optimization in Sponsored Search Advertising: A Multi-Level Computational Framework

Yang, Y., Jansen, B. J., Yang, Y. C., Guo, X., & Zeng, D., (2019). Keyword Optimization in Sponsored Search Advertising: A Multi-Level Computational Framework. IEEE Intelligent Systems, 34(1), 32 - 42.
Number of pages: 11 Posted: 10 Jun 2019 Last Revised: 16 Feb 2022
Yanwu Yang, Bernard Jansen, Yinghui (Catherine) Yang, Xunhua Guo and Daniel Dajun Zeng
School of Management, Huazhong University of Science and Technology, Pennsylvania State University, Graduate School of Management, UC Davis, Tsinghua University - School of Economics & Management and University of Arizona - Department of Management Information Systems
Downloads 61 (468,413)

Abstract:

Loading...

keyword strategy; keyword optimization; advertising strategy; search advertising

3.

Aggregate Effects of Advertising Decisions: A Complex Systems Look at Search Engine Advertising Via an Experimental Study

Yang, Y., Li, X., Zeng, D., & Jansen, B. J., (2018). Aggregate Effects of Advertising Decisions: A Complex Systems Look at Search Engine Advertising via an Experimental Study, Internet Research, 28(4), 1079-1102.
Number of pages: 25 Posted: 24 Jul 2018 Last Revised: 16 Feb 2022
Yanwu Yang, Xin Li, Bernard Jansen and Daniel Dajun Zeng
School of Management, Huazhong University of Science and Technology, City University of Hong Kong (CityU) - Department of Information Systems, Pennsylvania State University and University of Arizona - Department of Management Information Systems
Downloads 47 (525,783)

Abstract:

Loading...

search engine advertising, experimental study, simulation, complex systems

4.

How Search Engine Advertising Affects Sales over Time: An Empirical Investigation

Posted: 15 Sep 2020
Yanwu Yang, Kang Zhao, Daniel Dajun Zeng and Bernard Jansen
School of Management, Huazhong University of Science and Technology, University of Iowa - Department of Business Analytics, University of Arizona - Department of Management Information Systems and Pennsylvania State University

Abstract:

Loading...

Online Advertising; Ad-Sales Relationship; Electronic Commerce; Advertising Analytics; Business Intelligence