Sponsored Search and Market Efficiency.

Author List: Dhar, Vasant; Ghose, Anindya;
Information Systems Research, 2010, Volume 21, Issue 4, Page 760-772.
Sponsored search is the mechanism whereby advertisers pay a fee to Internet search engines to be displayed alongside organic (nonsponsored) web search results. Based on prior literature, we draw an analogy between these markets and financial markets. We use the analogy as well as the key differences to present a theoretical framework consisting of a set of research questions about the pricing of keywords and design choices available to firms in sponsored search markets. These questions define an agenda for future research in sponsored search markets. They also have practical implications for advertisers and online marketplaces such as search engines and social media sites that support advertising.
Keywords: financial markets; market efficiency; social commerce; social media; sponsored search; user-generated content
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List of Topics

#64 0.197 advertising search online sponsored keywords sales revenue advertisers ads keyword organic advertisements selection click targeting indirect listing promotional match generates
#84 0.165 electronic markets commerce market new efficiency suppliers internet changes marketplace analysis suggests b2b marketplaces industry examine easy product making physical
#222 0.162 research researchers framework future information systems important present agenda identify areas provide understanding contributions using literature studies paper potential review
#131 0.128 media social content user-generated ugc blogs study online traditional popularity suggest different discourse news making anonymity marketing videos choices page
#217 0.109 search information display engine results engines displays retrieval effectiveness relevant process ranking depth searching economics create functions incorporate low terms
#108 0.068 model research data results study using theoretical influence findings theory support implications test collected tested based empirical empirically context paper
#33 0.053 web site sites content usability page status pages metrics browsing design use web-based guidelines results implications portal loyalty navigability addition