Kay Peters

Social Media Metrics — A Framework and Guidelines for Managing Social Media

Kay Peters, Yubo Chen, Andreas Kaplan et al. · Journal of Interactive Marketing · 2013 · 628 citations · Full text

A Hierarchical Marketing Communications Model of Online and Offline Media Synergies

P. A. Naik, Kay Peters · Journal of Interactive Marketing · 2009 · 231 citations

Discovering how Advertising Grows Sales and Builds Brands

Norris I. Bruce, Kay Peters, P. A. Naik · Journal of Marketing Research · 2012 · 89 citations

Digital Marketing, Targeted Advertising, Brand Strategy +19

The effects of mailing design characteristics on direct mail campaign performance

Sebastian Feld, Heiko Frenzen, Manfred Krafft et al. · International Journal of Research in Marketing · 2012 · 57 citations · Full text

Marketing, Marketing Analytics, Interactive Marketing +9

Spatiotemporal Allocation of Advertising Budgets

Ashwin Aravindakshan, Kay Peters, P. A. Naik · Journal of Marketing Research · 2011 · 41 citations

Targeted Advertising, Market Design, National Advertising Expenditures +17