{"id":"https://openalex.org/W2116431002","doi":"https://doi.org/10.1002/meet.14505001170","title":"Gender\u2010brand effect of search queries on sponsored search performance","display_name":"Gender\u2010brand effect of search queries on sponsored search performance","publication_year":2013,"publication_date":"2013-01-01","ids":{"openalex":"https://openalex.org/W2116431002","doi":"https://doi.org/10.1002/meet.14505001170","mag":"2116431002"},"language":"en","primary_location":{"id":"doi:10.1002/meet.14505001170","is_oa":true,"landing_page_url":"https://doi.org/10.1002/meet.14505001170","pdf_url":"https://onlinelibrary.wiley.com/doi/pdfdirect/10.1002/meet.14505001170","source":{"id":"https://openalex.org/S4306523999","display_name":"Proceedings of the American Society for Information Science and Technology","issn_l":"0044-7870","issn":["0044-7870","1550-8390","1936-1734"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the American Society for Information Science and Technology","raw_type":"journal-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"bronze","oa_url":"https://onlinelibrary.wiley.com/doi/pdfdirect/10.1002/meet.14505001170","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5101478042","display_name":"Partha Mukherjee","orcid":"https://orcid.org/0000-0002-4002-7406"},"institutions":[{"id":"https://openalex.org/I130769515","display_name":"Pennsylvania State University","ror":"https://ror.org/04p491231","country_code":"US","type":"education","lineage":["https://openalex.org/I130769515"]}],"countries":["US"],"is_corresponding":true,"raw_author_name":"Partha Mukherjee","raw_affiliation_strings":["Pennsylvania State University, College of Information Sciences and Technology, University Park, Pennsylvania 16802","[Pennsylvania State University, Pennsylvania]"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Pennsylvania State University, College of Information Sciences and Technology, University Park, Pennsylvania 16802","institution_ids":["https://openalex.org/I130769515"]},{"raw_affiliation_string":"[Pennsylvania State University, Pennsylvania]","institution_ids":["https://openalex.org/I130769515"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5044849571","display_name":"Bernard J. Jansen","orcid":"https://orcid.org/0000-0002-6468-6609"},"institutions":[{"id":"https://openalex.org/I130769515","display_name":"Pennsylvania State University","ror":"https://ror.org/04p491231","country_code":"US","type":"education","lineage":["https://openalex.org/I130769515"]}],"countries":["US"],"is_corresponding":true,"raw_author_name":"Bernard J. Jansen","raw_affiliation_strings":["Pennsylvania State University, College of Information Sciences and Technology, University Park, Pennsylvania 16802","[Pennsylvania State University, Pennsylvania]"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Pennsylvania State University, College of Information Sciences and Technology, University Park, Pennsylvania 16802","institution_ids":["https://openalex.org/I130769515"]},{"raw_affiliation_string":"[Pennsylvania State University, Pennsylvania]","institution_ids":["https://openalex.org/I130769515"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5044849571","https://openalex.org/A5101478042"],"corresponding_institution_ids":["https://openalex.org/I130769515"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.22314811,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"50","issue":"1","first_page":"1","last_page":"4"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9993000030517578,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"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":0.9993000030517578,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9991000294685364,"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/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.9970999956130981,"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/key","display_name":"Key (lock)","score":0.7530891299247742},{"id":"https://openalex.org/keywords/personalization","display_name":"Personalization","score":0.6850647330284119},{"id":"https://openalex.org/keywords/preference","display_name":"Preference","score":0.6643550992012024},{"id":"https://openalex.org/keywords/focus","display_name":"Focus (optics)","score":0.5925410985946655},{"id":"https://openalex.org/keywords/order","display_name":"Order (exchange)","score":0.5467315316200256},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.516302764415741},{"id":"https://openalex.org/keywords/information-retrieval","display_name":"Information retrieval","score":0.5038697123527527},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.45392462611198425},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.2878209948539734},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.2638356685638428},{"id":"https://openalex.org/keywords/mathematics","display_name":"Mathematics","score":0.13559356331825256},{"id":"https://openalex.org/keywords/statistics","display_name":"Statistics","score":0.08230701088905334}],"concepts":[{"id":"https://openalex.org/C26517878","wikidata":"https://www.wikidata.org/wiki/Q228039","display_name":"Key (lock)","level":2,"score":0.7530891299247742},{"id":"https://openalex.org/C183003079","wikidata":"https://www.wikidata.org/wiki/Q1000371","display_name":"Personalization","level":2,"score":0.6850647330284119},{"id":"https://openalex.org/C2781249084","wikidata":"https://www.wikidata.org/wiki/Q908656","display_name":"Preference","level":2,"score":0.6643550992012024},{"id":"https://openalex.org/C192209626","wikidata":"https://www.wikidata.org/wiki/Q190909","display_name":"Focus (optics)","level":2,"score":0.5925410985946655},{"id":"https://openalex.org/C182306322","wikidata":"https://www.wikidata.org/wiki/Q1779371","display_name":"Order (exchange)","level":2,"score":0.5467315316200256},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.516302764415741},{"id":"https://openalex.org/C23123220","wikidata":"https://www.wikidata.org/wiki/Q816826","display_name":"Information retrieval","level":1,"score":0.5038697123527527},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.45392462611198425},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.2878209948539734},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.2638356685638428},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.13559356331825256},{"id":"https://openalex.org/C105795698","wikidata":"https://www.wikidata.org/wiki/Q12483","display_name":"Statistics","level":1,"score":0.08230701088905334},{"id":"https://openalex.org/C121332964","wikidata":"https://www.wikidata.org/wiki/Q413","display_name":"Physics","level":0,"score":0.0},{"id":"https://openalex.org/C10138342","wikidata":"https://www.wikidata.org/wiki/Q43015","display_name":"Finance","level":1,"score":0.0},{"id":"https://openalex.org/C38652104","wikidata":"https://www.wikidata.org/wiki/Q3510521","display_name":"Computer security","level":1,"score":0.0},{"id":"https://openalex.org/C120665830","wikidata":"https://www.wikidata.org/wiki/Q14620","display_name":"Optics","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1002/meet.14505001170","is_oa":true,"landing_page_url":"https://doi.org/10.1002/meet.14505001170","pdf_url":"https://onlinelibrary.wiley.com/doi/pdfdirect/10.1002/meet.14505001170","source":{"id":"https://openalex.org/S4306523999","display_name":"Proceedings of the American Society for Information Science and Technology","issn_l":"0044-7870","issn":["0044-7870","1550-8390","1936-1734"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the American Society for Information Science and Technology","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.1002/meet.14505001170","is_oa":true,"landing_page_url":"https://doi.org/10.1002/meet.14505001170","pdf_url":"https://onlinelibrary.wiley.com/doi/pdfdirect/10.1002/meet.14505001170","source":{"id":"https://openalex.org/S4306523999","display_name":"Proceedings of the American Society for Information Science and Technology","issn_l":"0044-7870","issn":["0044-7870","1550-8390","1936-1734"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the American Society for Information Science and Technology","raw_type":"journal-article"},"sustainable_development_goals":[{"score":0.7099999785423279,"id":"https://metadata.un.org/sdg/5","display_name":"Gender equality"}],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W2116431002.pdf","grobid_xml":"https://content.openalex.org/works/W2116431002.grobid-xml"},"referenced_works_count":9,"referenced_works":["https://openalex.org/W129305155","https://openalex.org/W2009198567","https://openalex.org/W2063428570","https://openalex.org/W2090357011","https://openalex.org/W2119109222","https://openalex.org/W2159239241","https://openalex.org/W2167001236","https://openalex.org/W2903825987","https://openalex.org/W3124766564"],"related_works":["https://openalex.org/W2109940557","https://openalex.org/W2466832359","https://openalex.org/W3172493050","https://openalex.org/W1582019636","https://openalex.org/W1499005795","https://openalex.org/W2593798266","https://openalex.org/W2070126461","https://openalex.org/W4385420271","https://openalex.org/W4312192618","https://openalex.org/W4385414918"],"abstract_inverted_index":{"Abstract":[0],"In":[1],"this":[2,44],"research,":[3],"we":[4],"analyze":[5],"the":[6,10,23,32,57,72,86,113,122,126],"relationship":[7],"among":[8,121],"(1)":[9],"performance":[11],"metrics":[12,118],"of":[13,26,34,43,49,85,95,100,109,115],"key":[14,28,73,87],"phrases":[15,74,88],"used":[16],"in":[17,37,53,65],"a":[18,90,101],"sponsored":[19,104,116],"search":[20,39,50,105,117],"campaign,":[21],"(2)":[22],"gender":[24,80],"orientation":[25,81],"those":[27,38],"phrases,":[29],"and":[30,62,124],"(3)":[31],"occurrence":[33],"branded":[35,130],"terms":[36],"queries.":[40],"The":[41,107],"aim":[42],"research":[45],"is":[46],"increased":[47],"personalization":[48],"engine":[51],"results":[52],"order":[54],"to":[55],"improve":[56],"consumer's":[58],"online":[59],"searching":[60],"experience":[61],"potential":[63],"interest":[64],"ads":[66],"with":[67,82],"branding":[68,83],"focus.":[69],"We":[70],"segregate":[71],"into":[75],"six":[76],"different":[77],"categories":[78,123],"combining":[79],"focus":[84],"from":[89],"rich":[91],"dataset":[92],"that":[93,112],"consists":[94],"7":[96],"million":[97],"daily":[98],"records":[99],"real":[102],"time":[103],"campaign.":[106],"result":[108],"ANOVA":[110],"shows":[111],"means":[114],"significantly":[119],"vary":[120],"exhibits":[125],"female's":[127],"preference":[128],"over":[129],"terms.":[131]},"counts_by_year":[],"updated_date":"2026-05-21T06:26:12.895304","created_date":"2025-10-10T00:00:00"}
