The Glitch in On-line Advertising: A Study of Click Fraud in Pay-Per-Click Advertising Programs

Authors:
Vishal Midha
Affiliations:
University of Texas
Venue:
International Journal of Electronic Commerce
Year:
2008

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Abstract

Click fraud is a growing concern for pay-per-click (PPC) advertising programs. An ethical behavior model is proposed that includes evaluation, consequences for others, subjective norms, and perceived behavioral control. The model, which integrates elements from the theory of reasoned action, the theory of planned behavior, and deterrence theory, was tested using data collected from 155 subjects who were familiar with PPC programs. The results can be used by PPC service providers and law-makers in developing strategies to curb this problem.