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University of Houston

1. Lu, Chongyu. Click Behavior in Search Engine Marketing.

Degree: PhD, Business Administration, University of Houston

This dissertation consists of two essays, both seeking to advance our understanding of consumer click behavior on search engine results pages. The first essay aims at resolving a critical controversy about the interaction between paid and organic search results, which our empirical results show depends on the nature of the underlining search query. Specifically, a firm’s paid search ad increases the searcher’s tendency to click on the firm’s link in the organic section for unbranded searches (the ‘spillover effect’); while a firm’s paid search ad decreases the searcher’s tendency to click on the firm’s link in the organic section for branded searches (the ‘substitution effect’). The second essay examines how consumer click behavior on paid search ads differs across devices by examining their tendency to click on the top ad and sensitivity to ad position. We find that, as compared to desktop users, a) tablet users are more likely to click on the top ad for both branded and unbranded searches; b) smartphone users are more likely to click on the top ad for unbranded searches but not for branded searches; and c) both smartphone and tablet users are more sensitive to ad position for unbranded searches. Advisors/Committee Members: Du, Rex Y. (advisor), Hu, Ye (committee member), Tirunillai, Seshadri (committee member), Peng, David Xiaosong (committee member).

Subjects/Keywords: Click Behavior; Search engines; Results page; Organic Listing; Paid Listing

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APA (6th Edition):

Lu, C. (n.d.). Click Behavior in Search Engine Marketing. (Doctoral Dissertation). University of Houston. Retrieved from http://hdl.handle.net/10657/2778

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Chicago Manual of Style (16th Edition):

Lu, Chongyu. “Click Behavior in Search Engine Marketing.” Doctoral Dissertation, University of Houston. Accessed November 27, 2020. http://hdl.handle.net/10657/2778.

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MLA Handbook (7th Edition):

Lu, Chongyu. “Click Behavior in Search Engine Marketing.” Web. 27 Nov 2020.

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Vancouver:

Lu C. Click Behavior in Search Engine Marketing. [Internet] [Doctoral dissertation]. University of Houston; [cited 2020 Nov 27]. Available from: http://hdl.handle.net/10657/2778.

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Council of Science Editors:

Lu C. Click Behavior in Search Engine Marketing. [Doctoral Dissertation]. University of Houston; Available from: http://hdl.handle.net/10657/2778

Note: this citation may be lacking information needed for this citation format:
No year of publication.

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