This paper examines the academic research that has been published during the past 20 years concerning search engine marketing. It classifies the most prominent papers and establishes a conceptual framework consisting of three broad areas and 20 different research themes. This is the first literature review of search-engine-related research, proposing a comprehensive conceptual framework.
The purpose of this study is to conceptualize past research on search engines, develop a framework of topic areas and their relationships among each other, and identify research gaps and questions for future research.
The literature review covers all academic research papers from five acclaimed journals of the past 20 years that match predefined keywords and deal with search engines as parameters in modern-day marketing.
This literature review of search engine research is the first of its kind, creating a framework of research fields exclusively for online search. Furthermore, it presents the related academic work in an interdependent structure of topics and suggests future research fields.
Inhaltsverzeichnis (Table of Contents)
- 1. INTRODUCTION
- 2. CONCEPTUAL FRAMEWORK
- 3. METHODOLOGY
- 3.1. Database Search Query
- 3.2. Summary and Categorization
- 4. EMPIRICAL FINDINGS
- 4.1. Analysis and Classification of Research Articles
- 4.2. Search Engines
- 4.2.1. Search Engine Usefulness, Utilization, and User Experience
- 4.2.2. Search Engine Profitability
- 4.2.3. Type of Advertisement Auctions
- 4.2.4. Organic Page Rank
- 4.3. Advertisers
- 4.3.1. Paid Search Profitability and Effectiveness
- 4.3.2. Bidding Strategies and Keyword Competition
- 4.3.3. Ad Position Performance
- 4.4. Consumers
- 5. DISCUSSION
- 5.1. Theoretical Contribution
- 5.2. Practical Contribution
- 5.3. Limitations
- 5.4. Future Research Implications
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This study aims to create a comprehensive conceptual framework of existing research on search engine marketing over the past two decades. It seeks to identify key research themes, their interrelationships, and areas needing further investigation.
- The role and impact of search engines in modern marketing
- Analysis of various search engine advertising strategies and their effectiveness
- The behavior of advertisers and consumers within the search engine ecosystem
- Profitability and user experience related to search engine optimization and advertising.
- Identification of research gaps and future research directions in search engine marketing.
Zusammenfassung der Kapitel (Chapter Summaries)
1. INTRODUCTION: This introductory chapter sets the stage for the systematic literature review by outlining the scope and purpose of the research. It highlights the significance of search engines as key marketing parameters in the digital age and introduces the need for a comprehensive conceptual framework to organize the existing body of knowledge on this topic. The chapter establishes the limitations and the originality of this research which is the first literature review of its kind.
2. CONCEPTUAL FRAMEWORK: This chapter presents a novel conceptual framework that categorizes and organizes the existing research on search engine marketing into three broad areas and twenty distinct research themes. The framework provides a structured overview of the various aspects explored in the literature and serves as a roadmap for the subsequent analysis and discussion. This framework is a key contribution to this research and demonstrates a significant improvement in the organization of knowledge in the field.
3. METHODOLOGY: This chapter details the methodology employed in conducting the systematic literature review. It outlines the databases searched, the keywords used, the selection criteria for including studies, and the process of summarizing and categorizing the research articles. The chapter aims to ensure transparency and replicability of the research, enabling other scholars to build on the findings. A specific focus is placed on the limitations of this methodology and the challenges associated with organizing a large volume of research literature.
4. EMPIRICAL FINDINGS: This chapter presents the results of the literature review, analyzing and classifying the collected research articles according to the conceptual framework established in Chapter 2. It provides a detailed overview of the existing research on search engines, advertisers, and consumers, exploring topics such as search engine profitability, user experience, advertising strategies, and bidding mechanisms. The chapter includes a statistical representation of the articles that highlights trends and patterns within the literature.
5. DISCUSSION: This chapter discusses the implications of the findings presented in Chapter 4. It explores the theoretical and practical contributions of the research, highlighting the significance of the proposed conceptual framework for future research and practice. The chapter also acknowledges the limitations of the study and suggests avenues for future research, addressing identified research gaps and suggesting new research questions to further advance the understanding of search engine marketing.
Schlüsselwörter (Keywords)
Search engine, paid search, keyword auctions, digital marketing, online marketing, search engine optimization (SEO), search engine advertising (SEA), click-through rate (CTR), conversion rate (CR), cost per click (CPC), return on investment (ROI), user experience, bidding strategies, keyword competition, ad position.
Frequently Asked Questions: Comprehensive Language Preview of Search Engine Marketing Research
What is the purpose of this research?
This research aims to create a comprehensive conceptual framework of existing research on search engine marketing over the past two decades. It seeks to identify key research themes, their interrelationships, and areas needing further investigation. The goal is to organize the existing body of knowledge and identify gaps for future research.
What are the key themes explored in this research?
The research explores several key themes, including: the role and impact of search engines in modern marketing; analysis of various search engine advertising strategies and their effectiveness; the behavior of advertisers and consumers within the search engine ecosystem; profitability and user experience related to search engine optimization and advertising; and identification of research gaps and future research directions in search engine marketing.
What is the structure of the research?
The research is structured into five chapters: 1. Introduction; 2. Conceptual Framework; 3. Methodology; 4. Empirical Findings; and 5. Discussion. The introduction sets the stage, the conceptual framework organizes the research, the methodology explains the research process, the empirical findings present the results, and the discussion analyzes the implications and suggests future research.
What methodology was used in this research?
The research employed a systematic literature review methodology. This involved defining search terms, searching relevant databases, applying inclusion/exclusion criteria to select studies, summarizing the selected research, and categorizing the findings according to the developed conceptual framework. The chapter on methodology details the process to ensure transparency and replicability.
What are the key findings of this research?
The empirical findings chapter presents a detailed analysis of the collected research articles, categorized according to the conceptual framework. It provides an overview of research on search engines, advertisers, and consumers, exploring topics such as search engine profitability, user experience, advertising strategies, and bidding mechanisms. Statistical representations of the articles highlight trends and patterns.
What are the theoretical and practical contributions of this research?
The research contributes theoretically by proposing a novel conceptual framework for organizing existing knowledge on search engine marketing. Practically, it provides insights into the effectiveness of different advertising strategies, user behavior, and the profitability of search engine marketing for both advertisers and search engines. The research also identifies gaps for future investigation.
What are the limitations of this research?
The research acknowledges limitations inherent in its methodology, particularly challenges associated with organizing a large volume of research literature and potential biases in the selection process. These limitations are discussed in detail to provide context for interpreting the results.
What are the implications for future research?
The discussion chapter suggests avenues for future research based on the identified research gaps and limitations of the current study. It proposes new research questions to further advance the understanding of search engine marketing and expands upon the themes identified in the research.
What are the keywords associated with this research?
Keywords associated with this research include: Search engine, paid search, keyword auctions, digital marketing, online marketing, search engine optimization (SEO), search engine advertising (SEA), click-through rate (CTR), conversion rate (CR), cost per click (CPC), return on investment (ROI), user experience, bidding strategies, keyword competition, ad position.
- Quote paper
- Benjamin Chée (Author), 2018, The Power of Search. Search Engines as Key Marketing Parameters, Munich, GRIN Verlag, https://www.grin.com/document/477243
