In sponsored search advertising (SSA), keywords serve as the basic unit of business model,
linking three stakeholders: consumers, advertisers and search engines. This paper presents …

This study investigates the effects of exposures to earned and owned social media activities
and their interaction on brand purchase in a two-stage decision model (ie, likelihood to …

Online banner advertisement, which is the most common form of web advertising, has been
catching the eye of online users. It is important for online advertisement publishers to …

In the context of the COVID-19 pandemic, online sales have increased in recent years for
many products. Responsible consumption has also been considered by households and …

Product sales via sponsored keyword advertising on search engines rely on an effective
selection of keywords that describe the offerings. In this study, we consider both the direct …

Search engine advertising has become a multibillion-dollar business and one of the
dominant forms of advertising on the Internet. This study examines the effectiveness of …

The success of online advertising depends on the degree of customer acceptance and
corresponding click-through rate (CTR). The coverage of traditional online advertising is …

Sponsored search advertisers face several complex decisions when planning and
implementing a new sponsored search advertising campaign. These decisions include the …

This study uses a unique cross-sectional dataset of the top 500 internet retailers in North
America and empirically investigates the moderating effects of keyword competition on the …

In sponsored search advertising, advertisers need to make a series of keyword decisions.
Grouping these keywords to form several adgroups within a campaign is a challenging task …