Internet Adoption and Advertising Expenditures on Traditional Media: An Empirical Analysis Using a Panel of Countries

14 Pages Posted: 17 Oct 2012

See all articles by Alejandro Zentner

Alejandro Zentner

University of Texas at Dallas - Naveen Jindal School of Management

Date Written: Winter 2012

Abstract

The Internet can affect advertising expenditures through various channels. This paper quantifies the relationships between Internet adoption and changes in advertising expenditures on traditional offline media types. I use a panel of 11 years of data at the country level that contains information on advertising expenditures by medium and Internet penetration for more than 80 countries. I find that increases in Internet penetration are negatively correlated with changes in advertising expenditures on newspapers, magazines, and television, but I do not find conclusive results for the correlation between Internet adoption and changes in advertising expenditures on radio.

Suggested Citation

Zentner, Alejandro, Internet Adoption and Advertising Expenditures on Traditional Media: An Empirical Analysis Using a Panel of Countries (Winter 2012). Journal of Economics & Management Strategy, Vol. 21, Issue 4, pp. 913-926, 2012. Available at SSRN: https://ssrn.com/abstract=2162336 or http://dx.doi.org/10.1111/j.1530-9134.2012.00355.x

Alejandro Zentner (Contact Author)

University of Texas at Dallas - Naveen Jindal School of Management ( email )

P.O. Box 830688
Richardson, TX 75083-0688
United States

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