IDEAS home Printed from https://ideas.repec.org/a/inm/ormnsc/v67y2021i10p6378-6398.html
   My bibliography  Save this article

Content-Based Model of Web Search Behavior: An Application to TV Show Search

Author

Listed:
  • Jia Liu

    (Department of Marketing, Hong Kong University of Science and Technology, Clear Water Bay, Hong Kong)

  • Olivier Toubia

    (Graduate School of Business, Columbia University, New York, New York 10027)

  • Shawndra Hill

    (Wharton Customer Analytics, The Wharton School, University of Pennsylvania, Philadelphia, Pennsylvania 19104)

Abstract

We develop a flexible content-based search model that links the content preferences of search engine users to query search volume and click-through rates, while allowing content preferences to vary systematically based on the context of a search. Content preferences are defined over latent topics that describe the content of search queries and search result descriptions. Compared with existing applications of topic modeling in marketing and recommendation systems, our proposed approach can simultaneously capture multiple types of information and investigate multiple aspects of behavioral dynamics in a single framework that enables interpretable results for business decision making. To facilitate efficient and scalable inference, we develop a full Bayesian variational inference algorithm. We evaluate our modeling framework using real-world search data for TV shows from the Bing search engine. We illustrate how our model can quantify the content preferences associated with each query and how these preferences vary systematically based on whether the query is observed before, during, or after a TV show is aired. We also show that our model can help the search engine improve its ranking of search results as well as address the cold-start problem for new page links.

Suggested Citation

  • Jia Liu & Olivier Toubia & Shawndra Hill, 2021. "Content-Based Model of Web Search Behavior: An Application to TV Show Search," Management Science, INFORMS, vol. 67(10), pages 6378-6398, October.
    • Handle: RePEc:inm:ormnsc:v:67:y:2021:i:10:p:6378-6398
    DOI: 10.1287/mnsc.2020.3827
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1287/mnsc.2020.3827
    Download Restriction: no
    File URL: https://libkey.io/10.1287/mnsc.2020.3827?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Oded Netzer & Ronen Feldman & Jacob Goldenberg & Moshe Fresko, 2012. "Mine Your Own Business: Market-Structure Surveillance Through Text Mining," Marketing Science, INFORMS, vol. 31(3), pages 521-543, May.
    2. Sridhar Narayanan & Kirthi Kalyanam, 2015. "Position Effects in Search Advertising and their Moderators: A Regression Discontinuity Approach," Marketing Science, INFORMS, vol. 34(3), pages 388-407, May.
    3. Jia Liu & Olivier Toubia, 2018. "A Semantic Approach for Estimating Consumer Content Preferences from Online Search Queries," Marketing Science, INFORMS, vol. 37(6), pages 930-952, November.
    4. Babur De los Santos & Sergei Koulayev, 2017. "Optimizing Click-Through in Online Rankings with Endogenous Search Refinement," Marketing Science, INFORMS, vol. 36(4), pages 542-564, July.
    5. Nikolay Archak & Anindya Ghose & Panagiotis G. Ipeirotis, 2011. "Deriving the Pricing Power of Product Features by Mining Consumer Reviews," Management Science, INFORMS, vol. 57(8), pages 1485-1509, August.
    6. Anindya Ghose & Panagiotis G. Ipeirotis & Beibei Li, 2012. "Designing Ranking Systems for Hotels on Travel Search Engines by Mining User-Generated and Crowdsourced Content," Marketing Science, INFORMS, vol. 31(3), pages 493-520, May.
    7. Jia Liu & Shawndra Hill, 2021. "Frontiers: Moment Marketing: Measuring Dynamics in Cross-Channel Ad Effectiveness," Marketing Science, INFORMS, vol. 40(1), pages 13-22, January.
    8. Jia Liu & Olivier Toubia, 2020. "Search query formation by strategic consumers," Quantitative Marketing and Economics (QME), Springer, vol. 18(2), pages 155-194, June.
    9. 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.
    10. Beth L. Fossen & David A. Schweidel, 2017. "Television Advertising and Online Word-of-Mouth: An Empirical Investigation of Social TV Activity," Marketing Science, INFORMS, vol. 36(1), pages 105-123, January.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ali Goli & Anja Lambrecht & Hema Yoganarasimhan, 2024. "A Bias Correction Approach for Interference in Ranking Experiments," Marketing Science, INFORMS, vol. 43(3), pages 590-614, May.
    2. Margrét Vilborg Bjarnadóttir & Louiqa Raschid, 2023. "Modeling Financial Products and Their Supply Chains," INFORMS Joural on Data Science, INFORMS, vol. 2(2), pages 138-160, October.
    3. Honka, Elisabeth & Seiler, Stephan & Ursu, Raluca, 2024. "Consumer search: What can we learn from pre-purchase data?," Journal of Retailing, Elsevier, vol. 100(1), pages 114-129.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Jia Liu & Olivier Toubia, 2018. "A Semantic Approach for Estimating Consumer Content Preferences from Online Search Queries," Marketing Science, INFORMS, vol. 37(6), pages 930-952, November.
    2. Anindya Ghose & Panagiotis G. Ipeirotis & Beibei Li, 2019. "Modeling Consumer Footprints on Search Engines: An Interplay with Social Media," Management Science, INFORMS, vol. 65(3), pages 1363-1385, March.
    3. Dominik Gutt & Jürgen Neumann & Steffen Zimmermann & Dennis Kundisch & Jianqing Chen, 2018. "Design of Review Systems - A Strategic Instrument to shape Online Review Behavior and Economic Outcomes," Working Papers Dissertations 42, Paderborn University, Faculty of Business Administration and Economics.
    4. Raluca M. Ursu, 2018. "The Power of Rankings: Quantifying the Effect of Rankings on Online Consumer Search and Purchase Decisions," Marketing Science, INFORMS, vol. 37(4), pages 530-552, August.
    5. Li, Xi & Shi, Mengze & Wang, Xin (Shane), 2019. "Video mining: Measuring visual information using automatic methods," International Journal of Research in Marketing, Elsevier, vol. 36(2), pages 216-231.
    6. Hyowon Kim & Greg M. Allenby, 2022. "Integrating Textual Information into Models of Choice and Scaled Response Data," Marketing Science, INFORMS, vol. 41(4), pages 815-830, July.
    7. Xiao Liu & Param Vir Singh & Kannan Srinivasan, 2016. "A Structured Analysis of Unstructured Big Data by Leveraging Cloud Computing," Marketing Science, INFORMS, vol. 35(3), pages 363-388, May.
    8. Dinesh Puranam & Vishal Narayan & Vrinda Kadiyali, 2017. "The Effect of Calorie Posting Regulation on Consumer Opinion: A Flexible Latent Dirichlet Allocation Model with Informative Priors," Marketing Science, INFORMS, vol. 36(5), pages 726-746, September.
    9. Venkatesh Shankar & Sohil Parsana, 2022. "An overview and empirical comparison of natural language processing (NLP) models and an introduction to and empirical application of autoencoder models in marketing," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1324-1350, November.
    10. Bitty Balducci & Detelina Marinova, 2018. "Unstructured data in marketing," Journal of the Academy of Marketing Science, Springer, vol. 46(4), pages 557-590, July.
    11. Xin (Shane) Wang & Feng Mai & Roger H. L. Chiang, 2014. "Database Submission ---Market Dynamics and User-Generated Content About Tablet Computers," Marketing Science, INFORMS, vol. 33(3), pages 449-458, May.
    12. Honka, Elisabeth & Seiler, Stephan & Ursu, Raluca, 2024. "Consumer search: What can we learn from pre-purchase data?," Journal of Retailing, Elsevier, vol. 100(1), pages 114-129.
    13. Ning Zhong & David A. Schweidel, 2020. "Capturing Changes in Social Media Content: A Multiple Latent Changepoint Topic Model," Marketing Science, INFORMS, vol. 39(4), pages 827-846, July.
    14. Moon, Sangkil & Kamakura, Wagner A., 2017. "A picture is worth a thousand words: Translating product reviews into a product positioning map," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 265-285.
    15. Jorge Mejia & Shawn Mankad & Anandasivam Gopal, 2019. "A for Effort? Using the Crowd to Identify Moral Hazard in New York City Restaurant Hygiene Inspections," Information Systems Research, INFORMS, vol. 30(4), pages 1363-1386, December.
    16. Mengxia Zhang & Lan Luo, 2023. "Can Consumer-Posted Photos Serve as a Leading Indicator of Restaurant Survival? Evidence from Yelp," Management Science, INFORMS, vol. 69(1), pages 25-50, January.
    17. Peter Landry, 2021. "Keywords, limited consideration, and organic product listings," Quantitative Marketing and Economics (QME), Springer, vol. 19(3), pages 505-566, December.
    18. Sheng, Jie & Amankwah-Amoah, Joseph & Wang, Xiaojun, 2017. "A multidisciplinary perspective of big data in management research," International Journal of Production Economics, Elsevier, vol. 191(C), pages 97-112.
    19. Sheng, Jie & Amankwah-Amoah, Joseph & Wang, Xiaojun, 2019. "Technology in the 21st century: New challenges and opportunities," Technological Forecasting and Social Change, Elsevier, vol. 143(C), pages 321-335.
    20. Dinesh Puranam & Vrinda Kadiyali & Vishal Narayan, 2021. "The Impact of Increase in Minimum Wages on Consumer Perceptions of Service: A Transformer Model of Online Restaurant Reviews," Marketing Science, INFORMS, vol. 40(5), pages 985-1004, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:inm:ormnsc:v:67:y:2021:i:10:p:6378-6398. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.