Advertising efforts mainly aim to build broader brand image and increase sales. In the online context, widely …-successful sponsored search advertising (SSA), which predominantly employs performance-based schemes (e.g., pay-per-click), has been … urgently called for. This paper is among the first attempts to formalize both types of advertising effects and the related …

In paid search advertising on Internet search engines, advertisers bid for specific keywords, e.g. quot;Rental Cars LAX …

Although it is widely acknowledged that ad rankings matter in sponsored search advertising (SSA) in both academia and … industry, its potential effect on people’s attitudes toward advertising remains as an overlooked issue. This study proposes and … tests a conceptual model examining the role of ad rankings in determining advertising attitudes in the SSA context. Moreover …

Sponsored search advertising is ascendant -- Jupiter Research reports expenditures rose 28% in 2007 to $8.9B and will … continue to rise at a 26% CAGR, approaching 1/2 the level of television advertising and making it one of the major advertising … that frequent clickers place a greater emphasis on the position of the sponsored advertising link. We further find that …