Click fraud endangers the advertising effectiveness of search engine advertising and thus imperils the business model of many search engine providers. Search engine providers need to address click fraud and attest the reliability and accuracy of the payper-click accounting system. Advertisers have to factor click fraud in the decision process concerning a search engine advertising campaign. A p...

In paid search advertising on Internet, advertisers bid for specific keywords. Consumer involvement affects a consumer’s purchase intention. However, there has been no research on selecting keywords in paid search advertising depending on consumer involvement from the advertisers’ perspective. Our paper investigates the effects of several factors including impressions, click-through rate, conve...

Implicit (versus explicit) memory is introduced to examine advertising effects on brand choice. Whereas explicit memory is demonstrated by the conscious recollection of an event, implicit memory is inferred by an improvement in some task performance as the result of having experienced the event. This research shows that memory-based choice benefits from advertising that enhances conceptually dr...

advertising appeal plays a significant role in the execution of advertising. in service advertising, they are of more importance because of the peculiar characteristics of services. this study attempts to investigate the impact of emotional and rational appeal on service advertising. this study also studies the impact of typology of service as a moderating variable in the relation of advertisin...

We believe that small networks working together can create a more competitive solution against bigger networks, not only regarding ad performance but also fraud detection. Moreover, we have designed algorithms to uniformly distribute visits over several networks, and we have used the average deviation as a parameter to compare results.

The fast deployment of wireless networks and mobile technologies and the significant increase in the number of mobile device users have created a very strong demand for new innovative mobile commerce applications and services. Since mobile advertising is one of the important subjects in mobile commerce, studying and developing mobile advertising solutions becomes a hot research and business top...

By questioning contemporary coercive or intrusive web advertising activities, this study sheds light on the recent conditions of web advertising by focusing on a comprehensive process that leads to web ad performance. A total of 400 questionnaires were distributed by the principal investigators of this study. 170 were returned from 200 distributed questionnaires given in South Korea and 100 wer...