Analysing search engine advertising research: synthesis of two decades of research

Hamed Jafarzadeh, Aybüke Aurum, John D'Ambra, Amir Hossein Ghapanchi*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)


Search engine advertising (SEA) has attracted the attention of academic researchers from marketing, information systems, computer science, mathematics and other related fields. Aiming to provide a picture of the state of the art in this field, the present research systematically searches for and reviews the literature on SEA, analyses and structures them, and provides directions for future research. We searched extensively and collected 97 journal papers on SEA published in 64 journals from different disciplines and analysed them to answer our research questions. Using systematic mapping approach, this research has identified research topics (ten categories of topics were identified and visualised in a graphical representation), research approaches, nature of research and the interdependencies between them. The research also has identified directions for future research.

Original languageEnglish
Pages (from-to)308-337
Number of pages30
JournalInternational Journal of Information Systems and Change Management
Issue number4
Publication statusPublished - 2015
Externally publishedYes


  • search engine advertising
  • SEA
  • sponsored searches
  • paid searches
  • Sponsored search
  • Systematic literature review
  • Systematic mapping
  • literature review
  • systematic mapping
  • search engines
  • online advertising
  • sponsored links
  • search result pages
  • search results


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