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Title: | Empirical analysis of weather effects on digital advertising effectiveness | Authors: | Yerzhan Karatay | Keywords: | Digital advertising effectiveness;Weather effects | Issue Date: | 2019 | Publisher: | Vietnamese-German University | Abstract: | The present study is designed to examine how weather shocks may have impact on online advertising industry. First, it guides the reader through what one needs to know about research of weather shocks, origins of weather and ad data, data processing, the following data analysis and finally, conclusion. The research compares online user behaviour with weather fluctuations in two German cities within a span of a month on hourly basis. |
URI(1): | http://epub.vgu.edu.vn/handle/dlibvgu/647 |
Appears in Collections: | Finance & Accounting (FA) |
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Empirical analysis of weather effects on digital advertising effectiveness.pdf | 1.14 MB | Adobe PDF |
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