Web search behavior of Internet experts and newbies
Proceedings of the 9th international World Wide Web conference on Computer networks : the international journal of computer and telecommunications netowrking
Information-seeking and mediated searching. Part 1: theoretical framework and research design
Journal of the American Society for Information Science and Technology
Information Processing and Management: an International Journal
Improving searching and reading performance: the effect of highlighting and text color coding
Information and Management
Information and Management
Internet market strategies: Antecedents and implications
Information and Management
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Search advertising is one of the most important forms of electronic commerce. While click-through rates are considered a key measure of search advertising effectiveness by search providers, brand attention can also be a valuable objective. Our paper reports on an experiment that investigated how search advertisement placement affected search users' brand recall and recognition. The results showed that semantically associated search ads generated significantly higher levels of brand attention than contextually associated ones. Significant interaction effects were found among search ad position, keyword association, and search result quality. Implications for decision makers are discussed.