Sponsored Search as a Strategic E-Service

Sponsored Search as a Strategic E-Service

Roumen Vragov
Copyright: © 2009 |Pages: 17
DOI: 10.4018/jesma.2009010102
OnDemand:
(Individual Articles)
Available
$37.50
Current Special Offers
No Current Special Offers
TOTAL SAVINGS: $37.50

Abstract

In addition to helping consumers navigate the web search engines offer a new kind of e-service known as sponsored search. A search engine provides an auction interface to advertisers that allows them to be included in a list of sponsored links. Consumers then search the list to find the best deal. This paper uses a version of traditional consumer price search models from economic theory to evaluate the extent to which consumers and advertisers can rely on sponsored search as an effective strategic infomediary. The article also describes steps that the manager of the search engine can take to improve the sponsored search service. The findings are relevant to web advertising as well as to mobile advertising.

Complete Article List

Search this Journal:
Reset
Volume 16: 1 Issue (2024)
Volume 15: 1 Issue (2023)
Volume 14: 4 Issues (2022): 1 Released, 3 Forthcoming
Volume 13: 4 Issues (2021)
Volume 12: 4 Issues (2020)
Volume 11: 4 Issues (2019)
Volume 10: 4 Issues (2018)
Volume 9: 4 Issues (2017)
Volume 8: 4 Issues (2016)
Volume 7: 4 Issues (2015)
Volume 6: 4 Issues (2014)
Volume 5: 4 Issues (2013)
Volume 4: 4 Issues (2012)
Volume 3: 4 Issues (2011)
Volume 2: 4 Issues (2010)
Volume 1: 4 Issues (2009)
View Complete Journal Contents Listing