Browsing by Author "Gupta, S."
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ArticlePublication Metadata only Do display ads influence search? Attribution and dynamics in online advertising(Elsevier, 2016-09) Kireyev, P.; Pauwels, Koen Hendrik; Gupta, S.; Business Administration; PAUWELS, Koen HendrikAs firms increasingly rely on online media to acquire consumers, marketing managers rely on online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard online advertising metrics are plagued with attribution problems and do not account for synergy or dynamics. These issues can easily lead firms to overspend on some actions and thus waste money and/or underspend in others, leaving money on the table. We develop a multivariate time series model to investigate the dynamic interaction between paid search and display ads and calibrate the model using data from a bank that uses online ads to acquire new checking account customers. The model suggests that both search and display ads exhibit dynamics that improve their effectiveness and ROI over time. Moreover, our results suggest that display ads increase search conversion. However, display ads may also increase search clicks, thereby increasing search advertising costs. After accounting for these three effects, we estimate that each $1 invested in display and search leads to a return of $1.24 for display and $1.75 for search ads. These ROI estimates are respectively 10% and 38% higher than those obtained by standard metrics, which may have led the company to under-invest. We use these results to show how optimal budget allocation may shift after accounting for attribution and dynamics. Although display benefits from synergy attribution, the strong dynamic effects of search call for an increase in search advertising budget share by up to 36% in our context.ArticlePublication Metadata only Entrepreneurial marketing strategy in craft-based businesses in an emerging market: a qualitative interpretivist approach(Emerald, 2024-02-08) Saiyed, Abrarali Mohammadusmanali; Shaikh, A.; Gupta, S.; Entrepreneurship; SAIYED, Abraralı MohammadusmanalıPurpose: The primary aim of this study is to gain insight into the entrepreneurial marketing strategy (EMS) decisions made by microenterprises in the craft sector and draw comparisons between the marketing strategy formulation and implementation of conventional businesses and those of craft-based microenterprises with a specific focus on the context of emerging markets, particularly India. Design/methodology/approach: This paper follows a qualitative interpretivist paradigm using a multiple-case methodology approach. It tracks craft-based microenterprises that make furniture or home décor products in India. The study participants were the founders, principal designers, studio managers or craftspersons. Findings: This study’s findings reveal that craft-based microenterprises implement an EMS that adopts a hybrid form of market orientation strategy. In this approach, the product or creative concept is at the centre of the decision-making, and the customer needs are factored in at a later stage for customisation. These microenterprises prioritise product positioning over segmentation and targeting strategies. Research limitations/implications: This study tries to understand marketing strategy decision-making processes among craft-based microenterprises in India. Given that study participants came from only two-product-based craft businesses, this limits the generalisability of the findings to similar or related contexts. This study provides a framework and methodology for replication in other contexts and industries to formulate a nuanced understanding of micro, context-specific, craft-based businesses. Originality/value: This study uses qualitative analysis to understand EMS in craft-based businesses in India. This study contributes to this fledgling stream of literature at the interface of marketing and entrepreneurship to understand entrepreneurial marketing. This study analyses the marketing strategy of craft-based businesses using the framework of Morgan et al. (2019).