Understanding online users by segmenting their search keywords : empirical analysis from online auto insurance search advertising
Sunghoon Kim and Moon Young Kang
| Year of publication: |
2022
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|---|---|
| Authors: | Kim, Sunghoon ; Kang, Moon Young |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 41.2022, 5, p. 892-909
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| Subject: | advertising return | online auto insurance | online purchase decision process | search advertising | Segmenting search keywords | text analysis | Online-Marketing | Internet marketing | Online-Handel | Online retailing | Konsumentenverhalten | Consumer behaviour | Suchmaschine | Search engine | Kfz-Versicherung | Automobile insurance | Electronic Commerce | E-commerce | Werbewirkung | Advertising effects | Werbung | Advertising | Kaufentscheidung | Purchase decision | Marktsegmentierung | Market segmentation |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2021.1988392 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013209456