The impact of keyword search advertising on consumers’ brand awareness, click through and subsequent behavioural intentions
Author(s)
Al Khasawneh, Mohammad
Griffith University Author(s)
Year published
2006
Metadata
Show full item recordAbstract
Dramatic structural changes are taking places within the rapidly growing web advertising sector, the most notable being the rise to prominence of Keyword Search Advertising (KSA). KSA emerged from the pressure to create new, more effective and non-intrusive web advertising formats. Presumably, advertisers prefer KSA because of favourable consumer responses but it seems that no scholarly research has explored such consumer behaviour. The purpose of this research is to propose a theoretical model identifying the impact of KSA on consumers' cognitive and behavioural responses.Dramatic structural changes are taking places within the rapidly growing web advertising sector, the most notable being the rise to prominence of Keyword Search Advertising (KSA). KSA emerged from the pressure to create new, more effective and non-intrusive web advertising formats. Presumably, advertisers prefer KSA because of favourable consumer responses but it seems that no scholarly research has explored such consumer behaviour. The purpose of this research is to propose a theoretical model identifying the impact of KSA on consumers' cognitive and behavioural responses.
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Conference Title
IADIS Press Conference Proceedings
Subject
Information Systems
Other Technology
Specialist Studies in Education