【论文信息】

HuangQ,Zhou Y, Wu Z,Li X.From keyword signals to interactive success: how advertising information shapes consumer behavior in sponsored search advertising[J].Journal of Research in Interactive Marketing, 2025. DOI:10.1108/JRIM-02-2025-0095

【作者信息】

第一作者：黄清，博士，讲师，研究方向：新媒体广告策略、网络营销

【基金支持】

国家社会科学基金重点项目(21ZDA026);国家自然科学基金(71972021);中央高校基本科研业务费专项资金(2024CDJSKPT13);重庆市人才基金(cstc2021ycjh-zxm0213);重庆工商大学高层次人才科研启动项目(2255035).

【论文摘要】

Exploring factors beyond position rank that determine the sponsored search advertising performance is critical, which reduces sellers’reliance on costly bidding price. In this study, we focus on keyword specificity and keyword popularity, and examine how they influence the click-through rate (CTR) and conversion rate (CR) of search advertising differently. We also examine how two types of advertising information (commercial and quality) vary the effects of each keyword attribute. Based on data collected from a leading e-commerce platform in China, our analysis reveals that more specific keywords generate higher CR but lower CTR. On the contrary, more popular keywords generate higher CTR but lower CR. Their relative effects are influenced by advertising information. Commercial information is more conducive to improving the effects of keyword specificity, while quality information is more conducive to improving the effects of keyword popularity. The current study shifts prior research focus from single attribute to a comprehensive view of both internal and external aspects of keywords. Moreover, it enriches the literature on interactive marketing and ad copy design by introducing advertising information as sellers’response to consumer search needs, and demonstrating the importance of aligning advertising information types with keyword attributes.