Keyword search patterns in sponsored link advertisements

Il Im, Dong Il Lee, Dennis F. Galletta, Brian Kimball Dunn

Research output: Chapter in Book/Report/Conference proceedingConference contribution


Over time, an online user searching for information about an idea or product may enter multiple search engine queries, thus creating a keyword search pattern from which the user's intent may be inferable. Our research seeks to establish the relationship between these patterns and user actions, specifically their purchase behavior. To test our hypotheses, we examine a unique dataset from a large Asian travel agency; the dataset includes search engine and on-site behavior from over a million users during a one year span. We have developed a typology for the coding of search queries used and determining the level of specificity and breadth as well as content type for each of well over two million unique searches. Once coded, our analysis will allow us to identify types of patterns and test our hypotheses, thus providing important findings regarding the relationship between search patterns and behavior.

Original languageEnglish
Title of host publicationInternational Conference on Information Systems, ICIS 2012
Number of pages10
Publication statusPublished - 2012
EventInternational Conference on Information Systems, ICIS 2012 - Orlando, FL, United States
Duration: 2012 Dec 162012 Dec 19

Publication series

NameInternational Conference on Information Systems, ICIS 2012


OtherInternational Conference on Information Systems, ICIS 2012
Country/TerritoryUnited States
CityOrlando, FL

All Science Journal Classification (ASJC) codes

  • Computer Science Applications
  • Statistics, Probability and Uncertainty
  • Applied Mathematics
  • Library and Information Sciences


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