Proposal authors can use this tool to see where they have been placed in the agenda. Please scroll down to search by Author Name (Note: if the submitting author did not add all authors to the ProposalSpace form, only First & Corresponding Author will be searchable), or by Date/Time.
Dose Advertising Catalyze Information Seeking Online? A Time Series Analysis of the Impact of Advertising Volume on Google Search Volume
Keywords: Please select at least two and no more than four. Hold the CTRL key to select multiple
Digital/Online Advertising
Newspapers
Television
Abstract
Many empirical studies have been done in the past to test the cognitive, attitudinal, and behavioral impacts of commercial message on consumers. But very few studies have been conducted to explore the online information seeking due to advertising exposure. Given the fact that the spread of the mobile internet makes consumer information seeking more convenient than ever, testing this ignored aspect becomes practically valuable and theoretically important. Using advertising expenditure and google search query time series data from 2011-2016 on a hundred brand names across multiple product and service categories, this study attempts to relate television, print, and internet ads to aggregate market-level information seeking tendency. Despite the declining of traditional ads market, the results suggest that print advertising is most effective in soliciting further information seeking on the internet.
First & Corresponding Author
Fei Shen, City University of Hong Kong
Authors in the order to be printed.
Fei Shen, Chuanli Xia