Does it pay to get to the top? Contextual factors of branding in search engine marketing

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review

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Author(s)

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Detail(s)

Original languageEnglish
Title of host publication2007 International Conference on Wireless Communications, Networking and Mobile Computing, WiCOM 2007
Pages3572-3575
Publication statusPublished - 2007

Conference

Title2007 International Conference on Wireless Communications, Networking and Mobile Computing, WiCOM 2007
PlaceChina
CityShanghai
Period21 - 25 September 2007

Abstract

Branding effect in search engine result pages (SERPs) is a critical yet unsolved issue in search engine marketing. Building on contextual branding literature, this research identifies key contextual factors conducive for brand building in SERPs. Using four experiments, the authors establish that Internet users possess a schema about the meaning of search engine rankings; and that their recognition of a lesser known brand will be higher when the brand is displayed before wellknown brands in SERPs. The authors also discover that under conditions of priming, users with low Internet search skills tend to evaluate the lesser known brand more favorably along the primed attribute. The research has both theoretical and practical implications for building brands in the SERP setting. © 2007 IEEE.

Research Area(s)

  • Branding, Rankings, Search engine marketing

Citation Format(s)

Does it pay to get to the top? Contextual factors of branding in search engine marketing. / Cui, Nan; Dou, Wenyu; Su, Chenting.

2007 International Conference on Wireless Communications, Networking and Mobile Computing, WiCOM 2007. 2007. p. 3572-3575 4340660.

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review