scholarly journals What Makes Them Click: Empirical Analysis of Consumer Demand for Search Advertising

2015 ◽  
Vol 7 (3) ◽  
pp. 24-53 ◽  
Author(s):  
Przemyslaw Jeziorski ◽  
Ilya Segal
Keyword(s):  
Dynamic Model ◽  
Empirical Analysis ◽  
Consumer Demand ◽  
Sponsored Search ◽  
Optimal Matching ◽  
Individual Level ◽  
Search Advertising ◽  
Level Data ◽  
Sponsored Search Advertising

We study users' responses to sponsored-search advertising using consumer-level data from Microsoft Live. We document that users click ads in a nonsequential order and that the clickthrough rates depend on the identity of competing ads. We estimate a dynamic model of utility-maximizing users that rationalizes these two facts and find that 51 percent more clicks would occur if ads faced no competition. We demonstrate that optimal matching of advertisements to positions raises welfare by 27 percent, and that individual-level targeting raises welfare by 69 percent. Revealing the quality of the advertiser prior to clicking on a sponsored link raises welfare by 1.6 percent. (JEL D12, L86, M37)

scholarly journals A Dynamic Model of Sponsored Search Advertising

2011 ◽  
Vol 30 (3) ◽  
pp. 447-468 ◽  
Author(s):  
Song Yao ◽  
Carl F. Mela
Keyword(s):  
Dynamic Model ◽  
Sponsored Search ◽  
Search Advertising ◽  
Sponsored Search Advertising

The Challenge of a Prominent Position: Decomposing Shopping Goals in Sponsored Search Advertising

2021 ◽  
pp. 1-18
Author(s):  
Qing Huang ◽  
Bingjia Shao ◽  
Xiaoling Li ◽  
Tao He ◽  
Juanyi (Sunny) Liu ◽  
...  
Keyword(s):  
Sponsored Search ◽  
Search Advertising ◽  
Sponsored Search Advertising ◽  
Shopping Goals

scholarly journals When economic and cultural interests align: the anti-immigration voter coalitions driving far right party success in Europe

2020 ◽  
Vol 12 (4) ◽  
pp. 427-448 ◽  
Author(s):  
Daphne Halikiopoulou ◽  
Tim Vlandas
Keyword(s):  
Empirical Analysis ◽  
European Social Survey ◽  
Strong Positive Correlation ◽  
Far Right ◽  
Social Survey ◽  
Positive Correlation ◽  
Individual Level ◽  
Level Data ◽  
Party Support ◽  
The Impact

AbstractThis article contests the view that the strong positive correlation between anti-immigration attitudes and far right party success necessarily constitutes evidence in support of the cultural grievance thesis. We argue that the success of far right parties depends on their ability to mobilize a coalition of interests between their core supporters, that is voters with cultural grievances over immigration and the often larger group of voters with economic grievances over immigration. Using individual level data from eight rounds of the European Social Survey, our empirical analysis shows that while cultural concerns over immigration are a stronger predictor of far right party support, those who are concerned with the impact of immigration on the economy are important to the far right in numerical terms. Taken together, our findings suggest that economic grievances over immigration remain pivotal within the context of the transnational cleavage.

Sign in / Sign up

Export Citation Format

Share Document