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You searched for subject:(paid search). Showing records 1 – 2 of 2 total matches.

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Linnaeus University

1. Fils, Ebba; Harrison, Clara. Swedes only hate queue jumpers they don't know : A description of brand attitudes on Google's SERPs.

Degree: Marketing, 2018, Linnaeus University

Background: The Internet has developed the world of advertising by giving advertisers the possibility to track specific patterns among their consumers, which shows how consumers are clicking on online advertisements and what translates into sales for the brand. Lately, companies have actively starting to make use of search engines marketing (SEM). The paid advertising on search engines is one option to make a brand’s website visible to its consumers. The attitudes towards advertisements have previously been examined in traditional media and in other online settings, but the research in the context of search engines is limited. Therefore, it calls for deeper insights and knowledge in how consumers hold attitudes towards a brand and its paid advertising on search engines such as Google. Purpose: The purpose is to describe how users’ attitudes towards brands are influenced by the fact that brands have paid for advertising on search engine result pages. This is done through the ABC-model of attitudes. The question asked in this study was: How does paid advertising displayed on search engines affect the attitudes held towards a brand? Methodology: This thesis project used a qualitative approach and was of descriptive nature. The data was gathered through seven unstructured in-depths interviews based on a quota sample considering three criteria: age group, in this case, 18-29-year-olds, and the variable of regular e-commerce buyers, as well as the participants being users of the search engine Google. The researchers verified data saturation at seven interviews. Conclusion: The main finding in this study is that the level of familiarity influences the participants attitudes towards the brand. Previous experience and knowledge with a brand was an affecting factor of how they interpreted the brand’s advertising on Google’s search engine result pages. Knowledge and a positive experience with a brand generated a more positive attitude towards the brand when an unknown brand generated a neutral or more negative attitude towards the brand. Related factors that also influenced the study were the clicking pattern, the landing page, the choices of wording and the intended target groups by the brands. The study also presents a range of recommendations for future research, as well as theoretical and managerial implications.

Subjects/Keywords: Attitudes; ABC-model; branding; Google; SEM; search engine; paid advertising on SERP; Business Administration; Företagsekonomi

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Fils, Ebba; Harrison, C. (2018). Swedes only hate queue jumpers they don't know : A description of brand attitudes on Google's SERPs. (Thesis). Linnaeus University. Retrieved from http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75866

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16th Edition):

Fils, Ebba; Harrison, Clara. “Swedes only hate queue jumpers they don't know : A description of brand attitudes on Google's SERPs.” 2018. Thesis, Linnaeus University. Accessed November 27, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75866.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7th Edition):

Fils, Ebba; Harrison, Clara. “Swedes only hate queue jumpers they don't know : A description of brand attitudes on Google's SERPs.” 2018. Web. 27 Nov 2020.

Vancouver:

Fils, Ebba; Harrison C. Swedes only hate queue jumpers they don't know : A description of brand attitudes on Google's SERPs. [Internet] [Thesis]. Linnaeus University; 2018. [cited 2020 Nov 27]. Available from: http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75866.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Fils, Ebba; Harrison C. Swedes only hate queue jumpers they don't know : A description of brand attitudes on Google's SERPs. [Thesis]. Linnaeus University; 2018. Available from: http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75866

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation


University of Houston

2. 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 · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

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

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

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.

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

MLA Handbook (7th Edition):

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

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

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.

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

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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