Arbeitspapier
Quality Certificates Alleviate Consumer Aversion to Sponsored Search Advertising
We study consumer response towards sponsored search advertising and how to improve advertising performance on a large e-commerce platform. Our research design is based on a field experiment which randomizes the salience of ad disclosure to consumers, and a natural experiment which eradicates a listing-level quality certificate for all listings because of a system glitch. Results suggest that consumers dislike search advertising in our setting, but quality certificates mitigate this aversion and increase advertising sales.
- Language
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Englisch
- Bibliographic citation
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Series: CESifo Working Paper ; No. 9886
- Classification
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Wirtschaft
- Subject
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sponsored search advertising
quality certificates
e-commerce
- Event
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Geistige Schöpfung
- (who)
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Hui, Xiang
Liu, Meng
- Event
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Veröffentlichung
- (who)
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Center for Economic Studies and ifo Institute (CESifo)
- (where)
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Munich
- (when)
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2022
- Handle
- Last update
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10.03.2025, 11:43 AM CET
Data provider
This object is provided by:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Arbeitspapier
Associated
- Hui, Xiang
- Liu, Meng
- Center for Economic Studies and ifo Institute (CESifo)
Time of origin
- 2022
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