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Journal Articles
How pop-ups drive online sales: moderating effects of online promotions
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2023) 57 (8): 2112–2141.
Published: 01 May 2023
...Yahui Liu; Hualu Zheng; Shuai Yang; Junjie Wang Purpose This study aims to examine how the effect of pop-ups on an omnichannel brand’s subsequent online sales is moderated by the brand’s online price and premium promotions, paid search and popularity signaling. Design/methodology/approach...
