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The Path to People’s Attitudes toward Sponsored Search Advertising : From the Perspective of Ad Ranking Effects

Yang, Yanwu; Gao, Ting - 2021

Although it is widely acknowledged that ad rankings matter in sponsored search advertising (SSA) in both academia and … industry, its potential effect on people’s attitudes toward advertising remains as an overlooked issue. This study proposes and … tests a conceptual model examining the role of ad rankings in determining advertising attitudes in the SSA context. Moreover …

Persistent link: https://www.econbiz.de/10013249448

Paid placement : advertising and search on the internet

Chen, Yongmin; He, Chuan - In: The economic journal : the journal of the Royal … 121 (2011) 556, pp. 309-328

Persistent link: https://www.econbiz.de/10009381738

A cross-industry analysis of the spillover effect in paid search advertising

Nottorf, Florian; Funk, Burkhardt - In: Electronic markets : the international journal on … 23 (2013) 3, pp. 205-216

Persistent link: https://www.econbiz.de/10010195506

Empirical generalizations in search engine advertising

Abou Nabout, Nadia; Lilienthal, Markus; Skiera, Bernd - In: Journal of retailing 90 (2014) 2, pp. 206-216

Persistent link: https://www.econbiz.de/10010402322

The company that you keep : when to buy a competitor's keyword

Desai, Preyas S.; Shin, Woochoel; Staelin, Richard - In: Marketing science 33 (2014) 4, pp. 485-508

Persistent link: https://www.econbiz.de/10010402545

Multichannel advertising : does print advertising affect search engine advertising?

Olbrich, Rainer; Schultz, Carsten D. - In: European journal of marketing : EJM 48 (2014) 9/10, pp. 1731-1756

Persistent link: https://www.econbiz.de/10010429764

Driving online and offline sales : the cross-channel effects of traditional, online display, and paid search advertising

Dinner, Isaac M.; Heerde, Harald J. van; Neslin, Scott A. - In: Journal of marketing research : JMR 51 (2014) 5, pp. 527-545

Persistent link: https://www.econbiz.de/10010489719

Search advertising

Cornière, Alexandre de - 2013

Persistent link: https://www.econbiz.de/10009732793

Application of regulatory focus theory to search advertising

Mowle, Elyse N.; Georgia, Emily J.; Doss, Brian D.; … - In: The journal of consumer marketing 31 (2014) 6/7, pp. 494-502

Persistent link: https://www.econbiz.de/10010459751

Estimating advertisers' values for paid search clickthroughs

Laffey, D.; Hunka, C.; Sharp, J. A.; Zeng, Z. - In: Journal of the Operational Research Society : OR 60 (2009) 3, pp. 411-418

Persistent link: https://www.econbiz.de/10003856896