{"id":"https://openalex.org/W76346949","doi":null,"title":"Search advertising for small Finnish tourism company in Russian Internet \u2013 Experimental study: Google AdWords versus Yandex.Direct","display_name":"Search advertising for small Finnish tourism company in Russian Internet \u2013 Experimental study: Google AdWords versus Yandex.Direct","publication_year":2014,"publication_date":"2014-01-01","ids":{"openalex":"https://openalex.org/W76346949","mag":"76346949"},"language":"en","primary_location":{"id":"pmh:oai:dspace.spbu.ru:11701/1309","doi":null,"is_oa":false,"landing_page_url":"http://hdl.handle.net/11701/1309","pdf_url":null,"source":{"id":"https://openalex.org/S4306402062","display_name":"Research Repository Saint Petersburg State University (Saint Petersburg State University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I172901346","host_organization_name":"St Petersburg University","host_organization_lineage":["https://openalex.org/I172901346"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"Thesis"},"volume":null,"type":"dissertation","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5075191934","display_name":"Jussi Pirhonen","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"Jussi Pirhonen","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":["https://openalex.org/A5075191934"],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":null,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":null,"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9531000256538391,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9531000256538391,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10286","display_name":"Information Retrieval and Search Behavior","score":0.024399999529123306,"subfield":{"id":"https://openalex.org/subfields/1710","display_name":"Information Systems"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.010900000110268593,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/search-engine-advertising","display_name":"search engine advertising","score":0.8230000138282776},{"id":"https://openalex.org/keywords/google-ads","display_name":"Google AdWords","score":0.8240000009536743},{"id":"https://openalex.org/keywords/tourism-marketing","display_name":"tourism marketing","score":0.6729999780654907},{"id":"https://openalex.org/keywords/russian-internet","display_name":"Russian internet","score":0.47099998593330383},{"id":"https://openalex.org/keywords/clickstream-data","display_name":"clickstream data","score":0.7870000004768372}],"concepts":[{"id":"https://openalex.org/C18918823","wikidata":"https://www.wikidata.org/wiki/Q49389","display_name":"Tourism","level":2,"score":0.6280561685562134},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.623410701751709},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.6166446208953857},{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.44196653366088867},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.3536803722381592},{"id":"https://openalex.org/C205649164","wikidata":"https://www.wikidata.org/wiki/Q1071","display_name":"Geography","level":0,"score":0.3292918801307678},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.32851746678352356},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.20936137437820435},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.14948251843452454},{"id":"https://openalex.org/C166957645","wikidata":"https://www.wikidata.org/wiki/Q23498","display_name":"Archaeology","level":1,"score":0.0}],"mesh":[],"locations_count":3,"locations":[{"id":"pmh:oai:dspace.spbu.ru:11701/1309","doi":null,"is_oa":false,"landing_page_url":"http://hdl.handle.net/11701/1309","pdf_url":null,"source":{"id":"https://openalex.org/S4306402062","display_name":"Research Repository Saint Petersburg State University (Saint Petersburg State University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I172901346","host_organization_name":"St Petersburg University","host_organization_lineage":["https://openalex.org/I172901346"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"Thesis"},{"id":"pmh:oai:www.doria.fi:10024/96981","doi":null,"is_oa":false,"landing_page_url":"http://www.doria.fi/handle/10024/96981","pdf_url":null,"source":{"id":"https://openalex.org/S4377196760","display_name":"Doria (University of Helsinki)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I133731052","host_organization_name":"University of Helsinki","host_organization_lineage":["https://openalex.org/I133731052"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"Pro gradu"},{"id":"mag:76346949","doi":null,"is_oa":false,"landing_page_url":"https://lutpub.lut.fi/handle/10024/96981","pdf_url":null,"source":null,"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":58,"referenced_works":["https://openalex.org/W15080952","https://openalex.org/W111481357","https://openalex.org/W284829578","https://openalex.org/W570499905","https://openalex.org/W617136761","https://openalex.org/W1413719687","https://openalex.org/W1489936571","https://openalex.org/W1505999675","https://openalex.org/W1533120056","https://openalex.org/W1547594306","https://openalex.org/W1563784034","https://openalex.org/W1569671803","https://openalex.org/W1570427072","https://openalex.org/W1579521610","https://openalex.org/W1581246342","https://openalex.org/W1588279853","https://openalex.org/W1589602013","https://openalex.org/W1603504818","https://openalex.org/W1652430268","https://openalex.org/W1895939088","https://openalex.org/W1918399101","https://openalex.org/W1950705034","https://openalex.org/W1962132888","https://openalex.org/W1972557675","https://openalex.org/W1982566877","https://openalex.org/W1996911394","https://openalex.org/W1998713642","https://openalex.org/W2019126257","https://openalex.org/W2033890499","https://openalex.org/W2041711461","https://openalex.org/W2067753054","https://openalex.org/W2071194364","https://openalex.org/W2074954027","https://openalex.org/W2084324975","https://openalex.org/W2094350912","https://openalex.org/W2099475288","https://openalex.org/W2108701905","https://openalex.org/W2115766295","https://openalex.org/W2128857864","https://openalex.org/W2138661330","https://openalex.org/W2147899962","https://openalex.org/W2151987718","https://openalex.org/W2159052290","https://openalex.org/W2182257049","https://openalex.org/W2224530182","https://openalex.org/W2408259696","https://openalex.org/W2418436347","https://openalex.org/W2463400936","https://openalex.org/W2484859183","https://openalex.org/W2485302341","https://openalex.org/W2493063051","https://openalex.org/W2498050571","https://openalex.org/W2738421686","https://openalex.org/W2979451465","https://openalex.org/W3044336322","https://openalex.org/W3094019382","https://openalex.org/W3122305203","https://openalex.org/W3123656730"],"related_works":["https://openalex.org/W2558172885","https://openalex.org/W6888138934","https://openalex.org/W7027866982","https://openalex.org/W7221144665","https://openalex.org/W7123236743","https://openalex.org/W2771932023","https://openalex.org/W1527703767","https://openalex.org/W1988206624","https://openalex.org/W7008724633","https://openalex.org/W7016490217"],"abstract_inverted_index":{"Yandex":[0],"is":[1,51,90,100,131],"the":[2,10,18,22,28,39,71,88,93,104,109,117,122,136],"dominant":[3],"search":[4,25,139],"engine":[5,49],"in":[6,24,27,65,80,116,141],"Russia,":[7],"followed":[8],"by":[9,32,103],"world":[11],"leader":[12],"Google.":[13],"This":[14],"study":[15,79,110],"focuses":[16],"on":[17,45],"performance":[19],"differences":[20],"between":[21],"two":[23,34],"advertising":[26,50,140],"context":[29],"of":[30,58,108,135,138],"tourism,":[31],"running":[33],"identical":[35],"campaigns":[36],"and":[37,54,87,95,120,128],"measuring":[38],"KPI\u2019s,":[40],"such":[41],"as":[42,76],"CPA":[43],"(cost-per-action),":[44],"both":[46],"campaigns.":[47],"Search":[48],"a":[52,83],"new":[53],"fast":[55],"changing":[56],"form":[57],"advertising,":[59],"which":[60,99],"should":[61],"be":[62],"studied":[63],"frequently":[64],"order":[66],"to":[67],"keep":[68],"up":[69],"with":[70,82],"changes.":[72],"Research":[73],"was":[74],"done":[75],"an":[77,132],"experimental":[78],"cooperation":[81],"Finnish":[84],"tourism":[85],"company":[86],"data":[89],"gathered":[91],"from":[92,97],"clickstream":[94],"not":[96],"questionnaires,":[98],"recommended":[101],"method":[102],"literature.":[105],"The":[106],"results":[107],"suggests":[111],"that":[112,121],"Yandex.Direct":[113,127],"performed":[114],"better":[115],"selected":[118],"niche":[119],"individual":[123],"campaign":[124],"planning":[125],"for":[126],"Google":[129],"AdWords":[130],"important":[133],"part":[134],"optimization":[137],"Russia.":[142]},"counts_by_year":[],"updated_date":"2026-11-11T12:16:26.678958","created_date":"2016-06-24T00:00:00"}
