Internet-based electronic markets facilitate buyer search for seller offerings and comparison of products on the basis of price and product features. Search engine capabilities such as Recall, Precision and Ranking Accuracy determine the efficiency with which buyers can search for and compare...

Firms use different attribution strategies such as last-click attribution or first-click attribution to assign conversion credits to search keywords that appear in their consumers’ paths to purchase. These attributed credits impact a firm’s future bidding and budget allocations among...

The digitization of commerce has caused fundamental changes in consumer information search and use. With an increasing number of consumers using search engines as an integral component of their online purchase process, online sponsored search markets, such as those provided by Google and Yahoo!,...