Abstract
The innovation of Search Engine Advertising (SEA) has become the prominent source of revenue for search engine companies as well as an effective method for businesses to promote their visibility on the Web. However, it is a complex and dynamic form of advertising and managing it effectively is difficult for businesses. Consequently, SEA does not necessarily end up with success for all business. So, it is required to know what capabilities are essential for businesses to gain success in this domain. Currently, there is a gap in the literature in term of competency factors that are required for businesses to conduct SEA effectively. In this proposal we are focusing on this gap and propose a theoretical conceptual model for investigating this issue.
| Original language | English |
|---|---|
| Title of host publication | Pacific Asia Conference on Information Systems (PACIS 2010) PhD Consortium |
| Place of Publication | Taipei |
| Publisher | AIS Electronic Library (AISeL) |
| Pages | 18-25 |
| Number of pages | 8 |
| Publication status | Published - 2010 |
| Externally published | Yes |
| Event | PACIS 2010 PhD Consortium - Taipei, Taiwan Duration: 8 Jul 2010 → … |
Conference
| Conference | PACIS 2010 PhD Consortium |
|---|---|
| Country/Territory | Taiwan |
| City | Taipei |
| Period | 8/07/10 → … |
Keywords
- Search engine advertising
- advertising effectiveness
- Resource-based theory
- Keyword/bid management ability
- information analysis ability
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