@article{BayerSrinivasanRiedletal.2020,
  author    = {Emanuel Bayer and Shuba Srinivasan and Edward J. Riedl and Bernd Skiera},
  title     = {The impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value},
  journal   = {International journal of research in marketing},
  volume    = {37},
  number    = {4},
  pages     = {789 -- 804},
  doi       = {10.1016/j.ijresmar.2020.02.002},
  year      = {2020},
}