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.
    @inproceedings{39c67d567ffa497da3c8ff48dcce7b26,
    title = "Consumers’ attitudes towards search engine marketing",
    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?",
    keywords = "Search engine marketing, consumer behavior",
    author = "Jaani V{\"a}is{\"a}nen and Maria Antikainen",
    year = "2007",
    language = "English",
    booktitle = "Conference Proceedings of MEA Conference. San Antonio, USA, 26 - 28 April 2007",

    }

    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

    TY - GEN

    T1 - Consumers’ attitudes towards search engine marketing

    AU - Väisänen, Jaani

    AU - Antikainen, Maria

    PY - 2007

    Y1 - 2007

    N2 - 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?

    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?

    KW - Search engine marketing

    KW - consumer behavior

    M3 - Conference article in proceedings

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

    ER -

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