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Information Technology in Environmental Engineering pp 25–37Cite as

Investigating the Promotional Effect of Green Signals in Sponsored Search Advertising Using Bayesian Parameter Estimation

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Part of the book series: Environmental Science and Engineering ((ENVENG))

Abstract

Over the last years we have observed a remarkable shift of media spendings from offline brand building activities to online performance advertising as well as a noticeable increase in “green marketing” efforts and sustainability communication by companies of various branches. In this paper we bring these two research streams together. We develop and perform a non reactive A/B-test that enables us to evaluate the influence of sustainability information on the customers decision to buy a product by clicking on an ad on a search engine results page (SERP). We analyze campaign performance data from a European e-commerce retailer, apply a Bayesian parameter estimation to compare the two groups, and discuss the implications of the results.

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Author information

Authors and Affiliations

  1. Institute of Electronic Business Processes (IEG), Leuphana University of Lüneburg, Scharnhorststr. 1, 21335, Lüneburg, Germany

    Tobias Blask

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  1. Tobias Blask
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Correspondence to Tobias Blask .

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Editors and Affiliations

  1. Business & Economics, Institute of Electronic Business Process, Lüneburg, Germany

    Burkhardt Funk

  2. Institute of Electronic Business Process, Lüneburg, Germany

    Peter Niemeyer

  3. Department für Informatik Abt. Wirtschaftsinformatik I, Universität Oldenburg, Oldenburg, Germany

    Jorge Marx Gómez

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Blask, T. (2014). Investigating the Promotional Effect of Green Signals in Sponsored Search Advertising Using Bayesian Parameter Estimation. In: Funk, B., Niemeyer, P., Gómez, J. (eds) Information Technology in Environmental Engineering. Environmental Science and Engineering(). Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-36011-4_3

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