{"id":"https://openalex.org/W3122967973","doi":"https://doi.org/10.2753/mis0742-1222300411","title":"Differential Effects of Keyword Selection in Search Engine Advertising on Direct and Indirect Sales","display_name":"Differential Effects of Keyword Selection in Search Engine Advertising on Direct and Indirect Sales","publication_year":2014,"publication_date":"2014-04-01","ids":{"openalex":"https://openalex.org/W3122967973","doi":"https://doi.org/10.2753/mis0742-1222300411","mag":"3122967973"},"language":"en","primary_location":{"id":"doi:10.2753/mis0742-1222300411","is_oa":false,"landing_page_url":"https://doi.org/10.2753/mis0742-1222300411","pdf_url":null,"source":{"id":"https://openalex.org/S9954729","display_name":"Journal of Management Information Systems","issn_l":"0742-1222","issn":["0742-1222","1557-928X"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310320547","host_organization_name":"Taylor & Francis","host_organization_lineage":["https://openalex.org/P4310320547"],"host_organization_lineage_names":["Taylor & Francis"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Management Information Systems","raw_type":"journal-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"http://libres.uncg.edu/ir/uncg/f/X_Zhao_Differential_2014.pdf","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5022309361","display_name":"Xianghua Lu","orcid":"https://orcid.org/0000-0001-6583-0302"},"institutions":[{"id":"https://openalex.org/I24943067","display_name":"Fudan University","ror":"https://ror.org/013q1eq08","country_code":"CN","type":"education","lineage":["https://openalex.org/I24943067"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Xianghua Lu","raw_affiliation_strings":["a Department of Information Management and Information Systems, School of Management, Fudan University, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"a Department of Information Management and Information Systems, School of Management, Fudan University, China","institution_ids":["https://openalex.org/I24943067"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5101761352","display_name":"Xia Zhao","orcid":"https://orcid.org/0000-0001-7924-7572"},"institutions":[{"id":"https://openalex.org/I169335092","display_name":"University of North Carolina at Greensboro","ror":"https://ror.org/04fnxsj42","country_code":"US","type":"education","lineage":["https://openalex.org/I169335092"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Xia Zhao","raw_affiliation_strings":["b Bryan School of Business and Economics, University of North Carolina at Greensboro"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"b Bryan School of Business and Economics, University of North Carolina at Greensboro","institution_ids":["https://openalex.org/I169335092"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":5.3912,"has_fulltext":true,"cited_by_count":60,"citation_normalized_percentile":{"value":0.95308065,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":90,"max":99},"biblio":{"volume":"30","issue":"4","first_page":"299","last_page":"326"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9998999834060669,"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/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9998999834060669,"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/T10609","display_name":"Digital Marketing and Social Media","score":0.9973999857902527,"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/T11437","display_name":"Digital Platforms and Economics","score":0.9937000274658203,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"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/business","display_name":"Business","score":0.6016067862510681},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.5910865068435669},{"id":"https://openalex.org/keywords/product","display_name":"Product (mathematics)","score":0.5862672328948975},{"id":"https://openalex.org/keywords/selection","display_name":"Selection (genetic algorithm)","score":0.5172258615493774},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.4836357831954956},{"id":"https://openalex.org/keywords/product-type","display_name":"Product type","score":0.46746233105659485},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.26863741874694824},{"id":"https://openalex.org/keywords/mathematics","display_name":"Mathematics","score":0.09062433242797852}],"concepts":[{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6016067862510681},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.5910865068435669},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.5862672328948975},{"id":"https://openalex.org/C81917197","wikidata":"https://www.wikidata.org/wiki/Q628760","display_name":"Selection (genetic algorithm)","level":2,"score":0.5172258615493774},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.4836357831954956},{"id":"https://openalex.org/C23219732","wikidata":"https://www.wikidata.org/wiki/Q7247800","display_name":"Product type","level":2,"score":0.46746233105659485},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.26863741874694824},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.09062433242797852},{"id":"https://openalex.org/C2524010","wikidata":"https://www.wikidata.org/wiki/Q8087","display_name":"Geometry","level":1,"score":0.0},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.0},{"id":"https://openalex.org/C199360897","wikidata":"https://www.wikidata.org/wiki/Q9143","display_name":"Programming language","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.2753/mis0742-1222300411","is_oa":false,"landing_page_url":"https://doi.org/10.2753/mis0742-1222300411","pdf_url":null,"source":{"id":"https://openalex.org/S9954729","display_name":"Journal of Management Information Systems","issn_l":"0742-1222","issn":["0742-1222","1557-928X"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310320547","host_organization_name":"Taylor & Francis","host_organization_lineage":["https://openalex.org/P4310320547"],"host_organization_lineage_names":["Taylor & Francis"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Management Information Systems","raw_type":"journal-article"},{"id":"pmh:oai:libres.uncg.edu/19708","is_oa":true,"landing_page_url":null,"pdf_url":"http://libres.uncg.edu/ir/uncg/f/X_Zhao_Differential_2014.pdf","source":{"id":"https://openalex.org/S4306401856","display_name":"NC Digital Online Collection of Knowledge and Scholarship (The University of North Carolina at Greensboro)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I169335092","host_organization_name":"University of North Carolina at Greensboro","host_organization_lineage":["https://openalex.org/I169335092"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null}],"best_oa_location":{"id":"pmh:oai:libres.uncg.edu/19708","is_oa":true,"landing_page_url":null,"pdf_url":"http://libres.uncg.edu/ir/uncg/f/X_Zhao_Differential_2014.pdf","source":{"id":"https://openalex.org/S4306401856","display_name":"NC Digital Online Collection of Knowledge and Scholarship (The University of North Carolina at Greensboro)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I169335092","host_organization_name":"University of North Carolina at Greensboro","host_organization_lineage":["https://openalex.org/I169335092"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null},"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W3122967973.pdf","grobid_xml":"https://content.openalex.org/works/W3122967973.grobid-xml"},"referenced_works_count":62,"referenced_works":["https://openalex.org/W1500691954","https://openalex.org/W1583799429","https://openalex.org/W1909645447","https://openalex.org/W1969460134","https://openalex.org/W1979182316","https://openalex.org/W1985305208","https://openalex.org/W1990326457","https://openalex.org/W1994099982","https://openalex.org/W2001208895","https://openalex.org/W2002264611","https://openalex.org/W2013242657","https://openalex.org/W2020814075","https://openalex.org/W2022188887","https://openalex.org/W2022634800","https://openalex.org/W2026230535","https://openalex.org/W2047764200","https://openalex.org/W2050740869","https://openalex.org/W2071194364","https://openalex.org/W2076797811","https://openalex.org/W2084243060","https://openalex.org/W2087906029","https://openalex.org/W2101790581","https://openalex.org/W2110094096","https://openalex.org/W2117302378","https://openalex.org/W2129130570","https://openalex.org/W2132849450","https://openalex.org/W2133866996","https://openalex.org/W2134632221","https://openalex.org/W2136784050","https://openalex.org/W2138081107","https://openalex.org/W2138960563","https://openalex.org/W2141677008","https://openalex.org/W2143126082","https://openalex.org/W2150997135","https://openalex.org/W2153227754","https://openalex.org/W2156786970","https://openalex.org/W2159239241","https://openalex.org/W2168662024","https://openalex.org/W2172043999","https://openalex.org/W2179252414","https://openalex.org/W2212294265","https://openalex.org/W2316452506","https://openalex.org/W2338219827","https://openalex.org/W3021102661","https://openalex.org/W3122057987","https://openalex.org/W3122647617","https://openalex.org/W3122692446","https://openalex.org/W3122705134","https://openalex.org/W3123153407","https://openalex.org/W3123656730","https://openalex.org/W3124330992","https://openalex.org/W3124837987","https://openalex.org/W3125251328","https://openalex.org/W3125672425","https://openalex.org/W3141714916","https://openalex.org/W3151107520","https://openalex.org/W4230957748","https://openalex.org/W4232264831","https://openalex.org/W4235779660","https://openalex.org/W4242514596","https://openalex.org/W4247187208","https://openalex.org/W4297924895"],"related_works":["https://openalex.org/W3214344174","https://openalex.org/W2968020050","https://openalex.org/W2038299887","https://openalex.org/W2004389456","https://openalex.org/W1889286156","https://openalex.org/W2944321252","https://openalex.org/W3118821910","https://openalex.org/W2004347859","https://openalex.org/W2088859822","https://openalex.org/W1588239365"],"abstract_inverted_index":{"Product":[0],"sales":[1,28,35,54,88,103,113,134,155,175],"via":[2],"sponsored":[3],"keyword":[4],"advertising":[5,196],"on":[6,10,171],"search":[7,194],"engines":[8],"rely":[9],"an":[11],"effective":[12],"selection":[13],"of":[14,29,38,53,68,80,89,95,104,109,124,137,145,158,164,174,191],"keywords":[15,45,48,82,97,110,126,147,192],"that":[16,77,136,157,168],"describe":[17],"the":[18,26,30,60,78,86,93,101,122,143],"offerings.":[19],"In":[20],"this":[21,165],"study,":[22],"we":[23],"consider":[24,187],"both":[25],"direct":[27,87],"advertised":[31,90],"products":[32,69,71,181],"and":[33,41,46,72],"indirect":[34,102,112,133,154,178],"(i.e.,":[36],"cross-selling)":[37],"other":[39,105],"products,":[40,91,121,142],"examine":[42,58],"how":[43,59],"specific":[44,81,125,159],"general":[47,96,138,146],"influence":[49],"these":[50],"two":[51],"types":[52,67,173,190],"differently.":[55],"We":[56],"also":[57],"cross-selling":[61],"effects":[62],"may":[63],"vary":[64],"across":[65],"different":[66,172,189],"(main":[70,182],"accessories).":[73],"Our":[74],"results":[75],"suggest":[76],"use":[79,94,123,144],"leans":[83,98],"toward":[84,99],"improving":[85,100],"while":[92],"products.":[106],"The":[107,161],"contribution":[108,131,152],"to":[111,132,153,197],"is":[114,167],"influenced":[115],"by":[116],"product":[117],"type.":[118],"For":[119,140],"main":[120],"generates":[127,148],"a":[128,149],"higher":[129,150],"marginal":[130,151],"than":[135,156],"keywords.":[139,160],"accessory":[141,184],"key":[162],"implication":[163],"study":[166],"sellers":[169],"focusing":[170],"(direct":[176],"or":[177,180,183],"sales)":[179],"products)":[185],"should":[186],"using":[188],"in":[193],"engine":[195],"drive":[198],"sales.":[199]},"counts_by_year":[{"year":2026,"cited_by_count":2},{"year":2025,"cited_by_count":7},{"year":2024,"cited_by_count":10},{"year":2023,"cited_by_count":8},{"year":2022,"cited_by_count":5},{"year":2021,"cited_by_count":9},{"year":2020,"cited_by_count":2},{"year":2019,"cited_by_count":8},{"year":2018,"cited_by_count":1},{"year":2017,"cited_by_count":5},{"year":2016,"cited_by_count":2},{"year":2015,"cited_by_count":1}],"updated_date":"2026-07-29T09:40:50.615796","created_date":"2025-10-10T00:00:00"}
