¿ Cómo pueden las empresas innovar y aprovechar las oportunidades de negocio que abre
la era digital? Los cambios que generan los avances tecnológicos, especialmente la …

In this paper, we study the effects of three different kinds of search engine rankings on
consumer behavior and search engine revenues: direct ranking effect, interaction effect …

The phenomenon of sponsored search advertising—where advertisers pay a fee to Internet
search engines to be displayed alongside organic (nonsponsored) Web search results—is …

The phenomenon of paid search advertising has now become the most predominant form of
online advertising in the marketing world. However, we have little understanding of the …

This paper examines the impact of search engine optimization (SEO) on the competition
between advertisers for organic and sponsored search results. The results show that a …

We build an empirical framework using search queries and organic click data which
provides model-based guidance to SEO practitioners for keyword selection and web content …

Clickstream data are defined as the electronic record of Internet usage collected by Web
servers or third-party services. The authors discuss the nature of clickstream data, noting key …

Sponsored search advertising is ascendant—Forrester Research reports expenditures rose
28% in 2007 to 8.1billionandwillcontinuetoriseata26 …

The Review of Marketing Research annual series provides current, state-of-the-art articles
by the marketing field's leading researchers and academicians. In contrast to other research …

Click fraud is the practice of deceptively clicking on search ads with the intention of either
increasing third-party website revenues or exhausting an advertiser's budget. Search …