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

Publikation: Beiträge in SammelwerkenAufsätze in KonferenzbändenForschungbegutachtet

Standard

Consumer Online Search Behavior: A Cross-Industry Analysis Based on User-Level Data. / Nottorf, Florian; Mastel, Andreas; Funk, Burkhardt.
E-Business and Telecommunications: International Joint Conference, ICETE 2012. Rome, Italy, July 24–27, 2012, Revised Selected Papers. Hrsg. / Mohammad S. Obaidat; Joaquim Filipe. Heidelberg: Springer, 2014. S. 72-87 (Communications in Computer and Information Science; Band 455).

Publikation: Beiträge in SammelwerkenAufsätze in KonferenzbändenForschungbegutachtet

Harvard

Nottorf, F, Mastel, A & Funk, B 2014, Consumer Online Search Behavior: A Cross-Industry Analysis Based on User-Level Data. in MS Obaidat & J Filipe (Hrsg.), E-Business and Telecommunications: International Joint Conference, ICETE 2012. Rome, Italy, July 24–27, 2012, Revised Selected Papers. Communications in Computer and Information Science, Bd. 455, Springer, Heidelberg, S. 72-87, 9th International Joint Conference on e-Business and Telecommunications - ICETE 2012 , Rom, Italien, 24.07.12. https://doi.org/10.1007/978-3-662-44791-8_5

APA

Nottorf, F., Mastel, A., & Funk, B. (2014). Consumer Online Search Behavior: A Cross-Industry Analysis Based on User-Level Data. In M. S. Obaidat, & J. Filipe (Hrsg.), E-Business and Telecommunications: International Joint Conference, ICETE 2012. Rome, Italy, July 24–27, 2012, Revised Selected Papers (S. 72-87). (Communications in Computer and Information Science; Band 455). Springer. https://doi.org/10.1007/978-3-662-44791-8_5

Vancouver

Nottorf F, Mastel A, Funk B. Consumer Online Search Behavior: A Cross-Industry Analysis Based on User-Level Data. in Obaidat MS, Filipe J, Hrsg., E-Business and Telecommunications: International Joint Conference, ICETE 2012. Rome, Italy, July 24–27, 2012, Revised Selected Papers. Heidelberg: Springer. 2014. S. 72-87. (Communications in Computer and Information Science). doi: 10.1007/978-3-662-44791-8_5

Bibtex

@inbook{ee1d9b0d38b1402fa65b0f1401d0f3a2,
title = "Consumer Online Search Behavior: A Cross-Industry Analysis Based on User-Level Data",
abstract = "Understanding consumer online search behavior is crucial to optimize companies{\textquoteright} 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 userspecific interaction patterns within and across three different industries and were able to show that consumers{\textquoteright} 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.",
keywords = "Informatics, online search, online advertising, consumer behavior, Query log, Consumer behavior, Online advertising, Online search, Query log",
author = "Florian Nottorf and Andreas Mastel and Burkhardt Funk",
year = "2014",
doi = "10.1007/978-3-662-44791-8_5",
language = "English",
isbn = "978-3-662-44790-1 ",
series = "Communications in Computer and Information Science",
publisher = "Springer",
pages = "72--87",
editor = "Obaidat, {Mohammad S.} and Joaquim Filipe",
booktitle = "E-Business and Telecommunications",
address = "Germany",
note = "9th International Joint Conference on e-Business and Telecommunications - ICETE 2012 , ICETE 2012 ; Conference date: 24-07-2012 Through 27-07-2012",
url = "http://www.icete.org/?y=2012",

}

RIS

TY - CHAP

T1 - Consumer Online Search Behavior

T2 - 9th International Joint Conference on e-Business and Telecommunications - ICETE 2012

AU - Nottorf, Florian

AU - Mastel, Andreas

AU - Funk, Burkhardt

N1 - Conference code: 9

PY - 2014

Y1 - 2014

N2 - 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 userspecific 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.

AB - 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 userspecific 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.

KW - Informatics

KW - online search

KW - online advertising

KW - consumer behavior

KW - Query log

KW - Consumer behavior

KW - Online advertising

KW - Online search

KW - Query log

UR - http://www.scopus.com/inward/record.url?scp=84922051781&partnerID=8YFLogxK

U2 - 10.1007/978-3-662-44791-8_5

DO - 10.1007/978-3-662-44791-8_5

M3 - Article in conference proceedings

SN - 978-3-662-44790-1

T3 - Communications in Computer and Information Science

SP - 72

EP - 87

BT - E-Business and Telecommunications

A2 - Obaidat, Mohammad S.

A2 - Filipe, Joaquim

PB - Springer

CY - Heidelberg

Y2 - 24 July 2012 through 27 July 2012

ER -

DOI