Consumers’ attitudes towards search engine marketing

Jaani Väisänen, Maria Antikainen

Research output: Chapter in Book/Report/Conference proceedingConference article in proceedingsScientificpeer-review

Abstract

This study presents a phenomenon called search engine marketing (SEM), and an empirical study on how Finnish consumers perceive it and what role do search engines play in consumers’ online buying processes. SEM is most usually divided into search engine optimization, which focuses on achieving high rankings in search results, and paid placement, which is basically an advertisement space sold by search engines. Empirical data with 314 responses was gathered from several Finnish online communities in order to gain understanding about the following issues: 1) How do consumers use search engines to gain knowledge about the products they desire? 2) What are their attitudes towards search engine marketing? 3) What is the search engine’s role in the purchase process?
Original languageEnglish
Title of host publicationConference Proceedings of MEA Conference. San Antonio, USA, 26 - 28 April 2007
Publication statusPublished - 2007
MoE publication typeA4 Article in a conference publication

Fingerprint

Consumer attitudes
Search engine marketing
Search engine
Online communities
Purchase
Ranking
Empirical study
Empirical data
Placement
Search engine optimization

Keywords

  • Search engine marketing
  • consumer behavior

Cite this

Väisänen, J., & Antikainen, M. (2007). Consumers’ attitudes towards search engine marketing. In Conference Proceedings of MEA Conference. San Antonio, USA, 26 - 28 April 2007
Väisänen, Jaani ; Antikainen, Maria. / Consumers’ attitudes towards search engine marketing. Conference Proceedings of MEA Conference. San Antonio, USA, 26 - 28 April 2007. 2007.
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Väisänen, J & Antikainen, M 2007, Consumers’ attitudes towards search engine marketing. in Conference Proceedings of MEA Conference. San Antonio, USA, 26 - 28 April 2007.

Consumers’ attitudes towards search engine marketing. / Väisänen, Jaani; Antikainen, Maria.

Conference Proceedings of MEA Conference. San Antonio, USA, 26 - 28 April 2007. 2007.

Research output: Chapter in Book/Report/Conference proceedingConference article in proceedingsScientificpeer-review

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AU - Antikainen, Maria

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AB - This study presents a phenomenon called search engine marketing (SEM), and an empirical study on how Finnish consumers perceive it and what role do search engines play in consumers’ online buying processes. SEM is most usually divided into search engine optimization, which focuses on achieving high rankings in search results, and paid placement, which is basically an advertisement space sold by search engines. Empirical data with 314 responses was gathered from several Finnish online communities in order to gain understanding about the following issues: 1) How do consumers use search engines to gain knowledge about the products they desire? 2) What are their attitudes towards search engine marketing? 3) What is the search engine’s role in the purchase process?

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Väisänen J, Antikainen M. Consumers’ attitudes towards search engine marketing. In Conference Proceedings of MEA Conference. San Antonio, USA, 26 - 28 April 2007. 2007