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Showing 1 to 5 of 5 for “"search engine advertising"”.
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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 …
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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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Two-sided user generated content platforms on the Internet : optimal strategies for growth
… of a knowledge market offered stronger benefits. Advertising performed poorly on both sides, but led to an unexpected finding: site content, once indexed by search engines, resulted in an order of magnitude more traffic and more user conversions than search engine advertising. This finding …
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Caught between two stools? Four essays on value creation and value extraction on free digital platforms
… that use the digital platform for free. Extant research on two-sided markets has provided rich evidence for how digital platforms can attract enough members from both customer groups to enable the interaction between the customer groups. However, this research lacks insights into how free digital …
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Keyword Competition and Determinants of Ad Position in Sponsored Search Advertising
… to prosper in the online world. Statistically, search engines have been the most dominant channels of Internet marketing in recent years. However, the mechanics of advertising in such a market place has created a challenging environment for marketers to position their ads among their …