Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.12540/375
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dc.contributor.advisorRahman, Jahiduren_US
dc.contributor.authorWu, Weigeen_US
dc.date.accessioned2021-01-07T01:51:56Z-
dc.date.available2021-01-07T01:51:56Z-
dc.date.issued2020-
dc.identifier.citationWu, W. (2020). Impact of digital advertising on e-commerce retail sales: A comparative study between China and Japan [Unpublished bachelor's thesis]. Wenzhou-Kean University.en_US
dc.identifier.urihttps://hdl.handle.net/20.500.12540/375-
dc.description.abstractThe objective of this research is to examine the relationship between digital advertising and e-commerce retail sales in China and Japan. Digital advertising is classified as banner advertising, search advertising, social media advertising, and video advertising. Using a data sample from 2008 to 2018, the results show that all the four formats of digital advertising has positive substantial impact on e-commerce retail sales in Japan. In China, social media advertising and video advertising also show strong positive relationship with e-commerce retail sales. On the contrary, findings indicate insignificant positive impact of banner advertising and non-positive impact of search advertising in China. However, these two variables are justified by literature. While this study is restricted within China and Japan, the findings may correspond to those areas where digital advertising is also a major form of advertising strategy and advertisers can use these results for reference when launching advertising events.en_US
dc.format.extent17 pagesen_US
dc.format.mimetypeapplication/pdfen_US
dc.language.isoengen_US
dc.rights.urihttps://creativecommons.org/licenses/by-nc/4.0/-
dc.titleImpact of digital advertising on e-commerce retail sales: A comparative study between China and Japanen_US
dc.typeThesisen_US
dc.rights.licenseAttribution-NonCommercial 4.0 International (CC BY-NC 4.0)en_US
wku.groupCollege of Business and Public Managementen_US
wku.identifier.studentID1025899en_US
dc.subject.keywordsDigital Advertisingen_US
dc.subject.keywordsBanner Advertisingen_US
dc.subject.keywordsSearch Advertisingen_US
dc.subject.keywordsSocial Media Advertisingen_US
dc.subject.keywordsVideo Advertisingen_US
dc.subject.keywordsE-commerce Retail Salesen_US
dc.subject.keywordsOnline Retail Salesen_US
wku.thesis.degreeBachelor of Scienceen_US
wku.degree.disciplineAccountingen_US
wku.degree.grantorWenzhou-Kean Universityen_US
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