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What is Cost per Click (CPC)

Handbook of Research on Value Creation for Small and Micro Social Enterprises
An online advertising cost measurement that deducts a certain amount of money from an advertiser’s account each time someone clicks on the advert.
Published in Chapter:
Small Social Enterprises and Online Advertising: Overview of Constraints in Some Selected Cities in Nigeria
Umefien Dakoru Epepe (National Institute for Nigerian Languages, Nigeria)
DOI: 10.4018/978-1-5225-6298-6.ch012
This chapter provides an overview of constraints of online advertising amongst small social enterprises in selected capital cities in Nigeria. The E-VALUE model and social bricolage theory provide theoretical background for developing a conceptual model of electronic social value (E-SOVAL). A survey of 120 social bricoleurs ascertained constrains and value creation opportunities of advertising on Facebook and Google AdWords. Descriptive statistics reveal important infrastructural, institutional, environmental, and experiential online advertising constraints. At significance level (p < 0.05), the t-statistic coefficients independently indicate a strong positive relationship between client relationship, visibility, and internet experience. The chapter recommends that for small social enterprises to create E-SOVAL in innovative ways there is the need to overcome identified constraints.
Full Text Chapter Download: US $37.50 Add to Cart
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Real-Time Bidding Advertising: Challenges and Opportunities for Advertising Curriculum, Research, and Practice
A campaign effectiveness metric to measure the cost of generating each click in an online digital advertising campaign.
Full Text Chapter Download: US $37.50 Add to Cart
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