סמינר בשיווק

Speaker: Shachar Reichman, Tel-Aviv University, School of Management  

Abstract:

This research studies the effect of online engagement on pure offline products sales. We propose a modeling framework for the online-to-offline funnel, and study the effect of online engagement on purchase decisions. The model highlights both substitution and complementarity between online and offline engagement and sales. We then exploit a natural experiment setting to study the effect of the introduction of a new interactive website by a leading automobile brand on dealership contact and sales. We find evidence for substitution between online and offline engagement, as offline engagement and sales declined following launch of the new website.