How Search Engine Marketing Influences User Knowledge Gain : Development and Empirical Testing of an Information Search Behavior Model - Sebastian Schultheiß - Grāmatas - De Gruyter - 9783112252864 - 2026. gada 15. decembris
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Sebastian Schultheiß
How Search Engine Marketing Influences User Knowledge Gain : Development and Empirical Testing of an Information Search Behavior Model

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€ 104,49
Paredzamā piegāde 2026. gada 23. - 28. dec.
Ziemassvētku dāvanas var atgriezt līdz 31. janvārim
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The vast amount of information online exceeds human processing capacity, leading users to rely on search engines for curated content. To rank prominently, Web content providers employ search engine marketing (SEM). While SEM may improve representational quality by presenting well-structured content, it may compromise intrinsic quality, such as objectivity.

This raises two key questions: How do SEM-affiliated pages differ in quality from those that do not use SEM, and how does this variation affect user knowledge gain? To address these questions, a preliminary model of information search behavior was developed and tested through an online survey of 2,403 German internet users and an expert evaluation of information quality. The findings show that high intrinsic quality pages, mainly organic results, positively contribute to knowledge gain, while paid ads often link to lower-quality content. Users with strong search engine literacy are also better at identifying quality information that enhances knowledge. This dissertation offers implications for academia, education, and search engine providers, highlighting the need to strengthen search engine literacy and to improve ad quality to support learning outcomes.

Mediji Grāmatas     Hardcover Book   (Grāmata ar cieto muguriņu un vāku)
Tiks izlaists 2026. gada 15. decembris
ISBN13 9783112252864
Izdevēji De Gruyter
Lapas 220
Izmēri 150 × 220 × 20 mm   ·   474 g   (Svars (aptuveni))

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