Consumer Online Search Behavior: A Cross-Industry Analysis Based on User-Level Data

Publikation: Beiträge in SammelwerkenAufsätze in KonferenzbändenForschungbegutachtet

Authors

Understanding consumer online search behavior is crucial to optimize companies’ paid search advertising campaigns. Standard measures such as the click-through rate do not account for this search behavior over time, which may favor a certain group of search type and, therefore, may mislead managers in allocating their financial spending efficiently. We analyzed a large query log for the occurrence of user-specific interaction patterns within and across three different industries and were able to show that consumers’ online search behavior is indeed a multi-stage process that heavily depends on industry-specific characteristics. For example, whereas a product search within the clothing industry typically begins with general keywords (“sneakers”) and that search process becomes narrowed as it proceeds by including more specific, e.g. brand-related (“sneakers adidas”), keywords, this behavior is a relatively rare event in other industries (e.g., the healthcare industry). Our method to analyze consumer search processes helps companies to identify the role of specific activities within a respective industry and to allocate their financial spending in paid search advertising accordingly.
OriginalspracheEnglisch
TitelE-Business and Telecommunications : International Joint Conference, ICETE 2012. Rome, Italy, July 24–27, 2012, Revised Selected Papers
HerausgeberMohammad S. Obaidat, Joaquim Filipe
Anzahl der Seiten16
ErscheinungsortHeidelberg
VerlagSpringer Verlag
Erscheinungsdatum2014
Seiten72-87
ISBN (Print)978-3-662-44790-1
ISBN (elektronisch)978-3-662-44791-8
DOIs
PublikationsstatusErschienen - 2014
Veranstaltung9th International Joint Conference on e-Business and Telecommunications - ICETE 2012 - Rom, Italien
Dauer: 24.07.201227.07.2012
Konferenznummer: 9
http://www.icete.org/?y=2012

    Fachgebiete

  • Informatik - online search, online advertising, consumer behavior, Query log

DOI

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