Matching exactly or semantically? : an examination of the effectiveness of synonymbased matching strategy in Chinese paid search market
Shuai Yang, Yiping Song, Joseph Pancras
| Year of publication: |
February 2017
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| Authors: | Yang, Shuai ; Song, Yiping ; Pancras, Joseph |
| Published in: |
Journal of electronic commerce research : JECR. - Long Beach, Calif. : Univ., ISSN 1938-9027, ZDB-ID 2136755-3. - Vol. 18.2017, 1, p. 32-51
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| Subject: | Paid Search Advertising | Click-through Rate | Exact Matching | Synonym-based Matching | Chinese Paid Search Market | Matching | China | Suchtheorie | Search theory | Online-Marketing | Internet marketing | Suchmaschine | Search engine | Werbewirkung | Advertising effects | Werbung | Advertising | Arbeitsuche | Job search | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
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| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011669611