Search Engine Advertising Adoption and Utilization: An Empirical Investigation of Inflectional Factors
نویسندگان
چکیده
Search Engine Advertising (SEA) is at the same time a prominent source of revenue for search engine companies, and also a new solution for businesses to promote their visibility on the Web. However, there is little research about what factors and the extent to which these factors may contribute to businesses’ decision to adopt SEA. Building upon Theory of Planned Behaviour, Technology Acceptance Model, and Unified Theory of Acceptance and Use of Technology, this study has developed a context-specific model for understanding the factors that influence the decision of businesses to utilize SEA. Using structural equation modelling and survey data collected from 142 businesses familiar with an SEA model, this research has found that the intention of businesses to utilize SEA is directly influenced by four factors: (i) attitude toward SEA, (ii) subjective norms, (iii) perceived control over SEA, and (iv) perceived benefits of SEA. Furthermore, the research has discovered six additional factors that have an indirect influence: (i) trust in search engines, (ii) perceived risk of SEA, (iii) ability to manage keywords and bids, (iv) ability to analyse and monitor outcomes, (v) advertising expertise, and (vi) using external experts.
منابع مشابه
Factors Affecting the Success of Businesses in Effective Utilization of Search Engine Advertising
The innovation of Search Engine Advertising (SEA) has become a prominent source of revenue for search engine companies, as well as an effective method for businesses (also referred to in this paper as ‘advertisers’) to promote their visibility on the Web. However, SEA is a complex and dynamic form of advertising and managing it effectively is a challenge for businesses. SEA is not necessarily a...
متن کاملAdvertising Keyword Suggestion Using Relevance-Based Language Models from Wikipedia Rich Articles
When emerging technologies such as Search Engine Marketing (SEM) face tasks that require human level intelligence, it is inevitable to use the knowledge repositories to endow the machine with the breadth of knowledge available to humans. Keyword suggestion for search engine advertising is an important problem for sponsored search and SEM that requires a goldmine repository of knowledge. A recen...
متن کاملLocation-Based Sponsored Search Advertising
The proliferation of powerful mobile devices with built-in navigational capabilities and the adoption in most metropolitan areas of fast wireless communication protocols have recently created unprecedented opportunities for location-based advertising. In this work, we provide models and investigate the market for location-based sponsored search, where advertisers pay the search engine to be dis...
متن کاملDesigning and Explaining the Impact Pattern of Online Advertising on Actual Purchasing (Case Study: Atieh Saba Holding)
The purpose of this study is to design and explain the impact pattern of online advertising on actual purchasing (Case Study: Atieh Saba Holding). The study is qualitative based on the objective and data collection process. The population of the study were all marketing and sales experts at Atieh Saba Holding, and among these experts, 10 were selected as the sample. In this study, data were col...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید
ثبت ناماگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید
ورودعنوان ژورنال:
- J. Org. Computing and E. Commerce
دوره 25 شماره
صفحات -
تاریخ انتشار 2015