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Search Engine Advertising: To Click Or Not To Click On Sponsored Ads

Author

Listed:
  • Cuciurhan Mihaela M.D Student

    (Cuza University Iasi, Faculty of Economics and Business Administration, Romania)

  • Asist. Prof. Patricia Bertea Ph. D

    (Cuza University Iasi, Faculty of Economics and Business Administration, Romania)

Abstract

The search on the web is an important area of research which, among other aspects, approaches the improvement of pages with results on a search engine (search engine result pages - SERPs), improving both the user's interface and the results' relevance. In order to design the search engine algorithm, it is important to understand how people interact with SERP. To obtain such knowledge, the researchers used techniques such as direct observation, analyses and surveys applied on the users in order to make an analysis of how the user decides to click or not to click on a link.

Suggested Citation

  • Cuciurhan Mihaela M.D Student & Asist. Prof. Patricia Bertea Ph. D, 2015. "Search Engine Advertising: To Click Or Not To Click On Sponsored Ads," Revista Tinerilor Economisti (The Young Economists Journal), University of Craiova, Faculty of Economics and Business Administration, vol. 1(24), pages 85-92, APRIL.
    • Handle: RePEc:aio:rteyej:v:1:y:2015:i:24:p:85-92
    as

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    File URL: http://feaa.ucv.ro/RTE/024-10.pdf
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    References listed on IDEAS

    as
    1. Gauzente, Claire, 2010. "The intention to click on sponsored ads—A study of the role of prior knowledge and of consumer profile," Journal of Retailing and Consumer Services, Elsevier, vol. 17(6), pages 457-463.
    2. Gauzente, Claire & Roy, Yves, 2012. "Message content in keyword campaigns, click behavior, and price-consciousness: A study of millennial consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 78-87.
    3. Bernard J. Jansen & Marc Resnick, 2006. "An examination of searcher's perceptions of nonsponsored and sponsored links during ecommerce Web searching," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 57(14), pages 1949-1961, December.
    4. Olney, Thomas J & Holbrook, Morris B & Batra, Rajeev, 1991. "Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 440-453, March.
    5. Sha Yang & Anindya Ghose, 2010. "Analyzing the Relationship Between Organic and Sponsored Search Advertising: Positive, Negative, or Zero Interdependence?," Marketing Science, INFORMS, vol. 29(4), pages 602-623, 07-08.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    search engine marketing; attitude; scepticism; advertising;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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