The study investigates the impact of user-generated content (UGC) and micro-celebrity posts on the online purchasing behavior of Generation Z on social networking sites. In addition, the mediator function of the user's search intent is investigated. Thus, sponsored ads employ moderation. To...

With the increasing adoption of paid placement in search engines as an advertising strategy, firms are concentrating in using the most effective keywords. The present study attempts of explore the variations in keyword effectiveness across different keyword categories. The click through rates...