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Showing 1 to 2 of 2 for “"Search Engine Advertising (SEA)"”.
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What forms the decision by businesses to use search engine advertising
The innovation of Search Engine Advertising (SEA) acts as a prominent source of revenue for search engine companies, as well as being a solution for businesses to promote their visibility on the Web. However, the underlying factors that contribute to businesses’ decision to adopt SEA have not been …
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Search engine advertising in web retailing : an efficiency analysis
This study examines the efficiency of search engine advertising strategies employed by firms. The research setting is the online retailing industry, which is characterized by extensive use of Web technologies and high competition for market share and profitability. For Internet retailers, search …