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Keywords: Advertising efficiency
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2020) 24 (2): 247–262.
Published: 19 May 2020
... This study combined the data envelopment analysis technique to measure advertising efficiency with multidimensional scaling (MDS) representation, thus offering alternatives for practitioners and organizations on how to evaluate social advertising performance. Findings Investments on social paid advertising...
