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.
- Sprache
-
Englisch
- Erschienen in
-
Series: CESifo Working Paper ; No. 9886
- Klassifikation
-
Wirtschaft
- Thema
-
sponsored search advertising
quality certificates
e-commerce
- Ereignis
-
Geistige Schöpfung
- (wer)
-
Hui, Xiang
Liu, Meng
- Ereignis
-
Veröffentlichung
- (wer)
-
Center for Economic Studies and ifo Institute (CESifo)
- (wo)
-
Munich
- (wann)
-
2022
- Handle
- Letzte Aktualisierung
-
10.03.2025, 11:43 MEZ
Datenpartner
Dieses Objekt wird bereitgestellt von:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
Objekttyp
- Arbeitspapier
Beteiligte
- Hui, Xiang
- Liu, Meng
- Center for Economic Studies and ifo Institute (CESifo)
Entstanden
- 2022
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