Abstract
Using a database of 11,001 unique sponsored search keywords, we investigate the relationship between the characteristics of keywords oriented around deal-seeking and brand-seeking and consumer search behaviors and buying propensities. On the basis of the search depth versus search breadth framework, we hypothesize that deal-seeking keywords elicit a search of greater breadth, whereas brand-seeking keywords induce a search of greater depth. We also explore the moderating effect of product type (search or experience goods) on the relationship between keyword characteristics and consumer search behaviors and how high-demand seasons (e.g., scheduled sales) influence consumers' search and purchase behaviors. In addition, we estimate the effectiveness of keywords on the basis of their sales-per-cost performance. The findings indicate that search queries containing deal-seeking keywords are associated with higher click-through rates and conversion rates than are search queries without such keywords. We also find that the positive effect of deal-seeking keywords on click-through rates is more pronounced for experience goods than for search goods. However, we identify a negative interaction between experience goods and brand-seeking keywords. A comparison of deal-seeking and brand-seeking keywords in terms of cost effectiveness reveals that deal-seeking keywords generate approximately three times the sales of those produced by brand-seeking keywords.
Original language | English |
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Pages (from-to) | 187-203 |
Number of pages | 17 |
Journal | MIS Quarterly: Management Information Systems |
Volume | 40 |
Issue number | 1 |
DOIs | |
Publication status | Published - 2016 Mar |
All Science Journal Classification (ASJC) codes
- Management Information Systems
- Information Systems
- Computer Science Applications
- Information Systems and Management