We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Consumer Click Behavior at a Search Engine: The Role of Keyword Popularity.
- Authors
JERATH, KINSHUK; LIYE MA; YOUNG-HOON PARK
- Abstract
The authors study consumers’ click behavior on organic and sponsored links after a keyword search on an Internet search engine. Using a data set of individual-level click activity after keyword searches from a leading search engine in Korea, the authors find that consumers’ click activity after a keyword search is low and heavily concentrated on the organic list. However, searches of less popular keywords (i.e., keywords with lower search volume) are associated with more clicks per search and a larger fraction of sponsored clicks. This indicates that, compared with more popular keywords, consumers who search for less popular keywords expend more effort in their search for information and are closer to a purchase, which makes them more targetable for sponsored search advertising.
- Subjects
CLICK through rate; KEYWORDS; SEARCH engines; KEYWORD searching; INTERNET advertising; INTERNET marketing research; CONSUMER behavior research
- Publication
Journal of Marketing Research (JMR), 2014, Vol 51, Issue 4, p480
- ISSN
0022-2437
- Publication type
Academic Journal
- DOI
10.1509/jmr.13.0099