towards understanding the drivers of search Engine Avertising effectiveness:A resources-based theory perspective

Abstract: Search Engine A Advertising (SEA), as an advertising initiative enabled by IT, has become a prominent source of revenue for search engine companies, as well as an effective method for businesses to promote their visibility on the Web. However, SEA is a complex and dynamic form of advertising and managing it effectively is a challenge for many businesses. This applies Resource-Based Theory (RBT) in the SEA domain to develop a context-specific conceptual model to foster more a better understanding of the competency factors that advertisers should possess to succeed in SEA. According to this model, SEA perceived effectiveness (as a multi-dimensional construct) is influenced by (i) ability to manage keywords and bids, (ii) ability to analyse and monitor outcomes, (iii) advertising expertise, (iv) commitment to SEA task (v) using external experts, (vi) using external tools, and (vii) ability to detect click fraud. Moderating relationships between the factors have also been considered. Moreover, this paper develops and validates an instrument for empirical examination of the conceptual research model. The research model is to be examined through a rigorous quantitative empirical study in the feature, using the instrument developed in this paper.

Keywords:

search engine advertising , sponsored search , paid search , perceived advertising effectiveness , sponsord linkes , resourced-based theory , rsource-based view of the firm