TY - GEN
T1 - The Gender-Brand Effect of Key Phrases on User Clicks in Sponsored Search
AU - Mukherjee, Partha
AU - Jansen, Bernard J.
PY - 2013/4/27
Y1 - 2013/4/27
N2 - In this research, we analyze the relationship among (1) the numbers of clicks generated by the key-phrases users provide as queries in sponsored search, (2) the interaction between the gender orientation of those key-phrases, and (3) the occurrence of branded terms in those queries. The aim of this research is increased personalization of search engine results for branded queries targeting a specific gender. This will improve the consumer’s online searching experience and potential interest in ads with branding focus. Increased personalization of search engine results and enhancement of users’ interest in branded ads will also increase the revenue and profit of the advertisers. Our data consists of 7 million daily records from a keyword advertising campaign from a major US retailer. We segregate the key-phrases into six different categories. The gender orientation of terms has male, female and neutral categories each with two groups: - branded and unbranded phrases. Using one way Analysis of Variance, we analyze the effect of gender orientation of both branded and unbranded key-phrases on number of users’ clicks on the queries submitted to web search engine. The result shows that the means of users’ clicks significantly vary among the categories. Moreover the result shows that the group formed by combination of female gender with branded terms generates maximum number of clicks among all six categories. Females may be more attracted to the use of branded terms due to the positive attitude and customer loyalty generated by brand image.
AB - In this research, we analyze the relationship among (1) the numbers of clicks generated by the key-phrases users provide as queries in sponsored search, (2) the interaction between the gender orientation of those key-phrases, and (3) the occurrence of branded terms in those queries. The aim of this research is increased personalization of search engine results for branded queries targeting a specific gender. This will improve the consumer’s online searching experience and potential interest in ads with branding focus. Increased personalization of search engine results and enhancement of users’ interest in branded ads will also increase the revenue and profit of the advertisers. Our data consists of 7 million daily records from a keyword advertising campaign from a major US retailer. We segregate the key-phrases into six different categories. The gender orientation of terms has male, female and neutral categories each with two groups: - branded and unbranded phrases. Using one way Analysis of Variance, we analyze the effect of gender orientation of both branded and unbranded key-phrases on number of users’ clicks on the queries submitted to web search engine. The result shows that the means of users’ clicks significantly vary among the categories. Moreover the result shows that the group formed by combination of female gender with branded terms generates maximum number of clicks among all six categories. Females may be more attracted to the use of branded terms due to the positive attitude and customer loyalty generated by brand image.
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U2 - 10.1145/2468356.2468687
DO - 10.1145/2468356.2468687
M3 - Conference contribution
AN - SCOPUS:84951743450
T3 - Conference on Human Factors in Computing Systems - Proceedings
SP - 1845
EP - 1850
BT - CHI EA 2013 - Extended Abstracts on Human Factors in Computing Systems
A2 - Beaudouin-Lafon, Michel
A2 - Baudisch, Patrick
A2 - Mackay, Wendy E.
PB - Association for Computing Machinery
T2 - 31st Annual CHI Conference on Human Factors in Computing Systems:, CHI EA 2013
Y2 - 27 April 2013 through 2 May 2013
ER -