(PDF) Brand Name Positioning Method Utilizing Search Engine Marketing

Abstract Whether and how firms can use relative rankings in search engine results pages (SERPs) to separate their brand names from competitors in cyberspace remains a crucial, puzzling concern in e-commerce research. By manufacturing pertinent literature from cognitive psychology, marketing, and e-commerce, this study determines crucial contextual aspects that are conducive for creating brand placing…

Abstract Whether and how firms can use relative rankings in search engine results pages (SERPs) to separate their brand names from competitors in cyberspace remains a crucial, puzzling concern in e-commerce research. By manufacturing pertinent literature from cognitive psychology, marketing, and e-commerce, this study determines crucial contextual aspects that are conducive for creating brand placing online via SERPs. In 2 experiments, the authors establish that when Internet users’ implicit beliefs (i.e., schema) about the significance of the display order of search engine outcomes are activated or heightened through function priming, they will have better recall of an unknown brand that is shown prior to the well-known brands in SERPs. Even more, those with low Internet search abilities tend to examine the unknown brand name more positively along the particular brand name characteristic that activates the search engine ranking schema. This research study has both theoretical and practical ramifications for comprehending the efficiency of search engine optimization strategies.

. Descriptive Statistics of Variables . ANOVA Summary: Brand Evaluations of Backpack Heavy-Dutiness

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Content may go through copyright. Download full-text PDF A preview of the PDF is not offered … Past literature on web use reveals that advertisement integration contributes to

  • the overall perception of the website’s use (Brajnik and Gabrielli 2010; Dou et al. 2010). In web design, and similarly in app design, this involves subtle advertising or strategic product positioning(Dou et al. 2010)…. Previous literature on web usability shows that advertisement integration adds to the total understanding of the website’s use(Brajnik and Gabrielli 2010; Dou et al. 2010). In website design, and similarly in app design, this involves subtle marketing or tactical item positioning (Dou et al. 2010). Nevertheless, usability issues can occur due to the existence of marketing. … Modified Functionality Framework for Catastrophe Apps: A Qualitative Thematic Analysis of User Evaluations The general public has access to a series of mobile applications(apps)for catastrophes. However, there has been restricted academic research carried out on

    disaster apps and how the public perceives their functionality. This research study explores end-users’understandings of the use of catastrophe apps. It proposes a conceptual framework based on insights collected from thematically analyzing online evaluations. The study recognizes new usability issues particular to disaster apps’usage:(1) content importance depends on the app’s purpose and the near significance of the details to the threat occasion’s time and place;(2)app reliability impacts users’ perceptions of use due to the life-safety association of catastrophe apps;(3)users perceive advertisements to contribute to their cognitive load; (4) users anticipate apps to work effectively without unnecessary consumption of vital phone resources;(5)appropriate audio user interface can enhance usability, as sounds can enhance an app’s notifying element; and, lastly(6)in-app browsing may possibly boost users’impression of the structure of a disaster app. As a result, this research study argues for focussed research and development on public-facing disaster apps. Future research study must consider the conceptual structure and concerns presented in this research study when constructing design guidelines and theories for catastrophe apps. … According to Dou, et al.(2010), two sort of marketing activity( SEM)can be carried out on e-commerce environment through search engines. To start with, businesses can spend for links directing to their websites on the sponsored sections of online search engine result pages.


    and techniques each day as the worldwide competition becomes a factor making it difficult for organisations and brands to be efficient against their competitors. Among the competitive marketing approaches today is Search Engine Marketing(SEM ). Online Search Engine Marketing (SEM)is the marketing style consisted of the jobs which help online search engine such as Google, Yahoo!, Bing, to discover and list websites. In other words, whatever which could be done for guaranteeing that a website appears in the search engine results while web users research businesses, products, and services, is considered within the scope of SEM (, 2018). Search engine marketing is one of the most crucial marketing channels for creating web traffic. SEM is typically used as an umbrella term worrying Search Engine Optimization(SEO)and Paid Marketing on Search Engines (Kritzinger, 2017). According to the SEM statistics in 2019, a typical individual conducts in between 3 to 4 searches each day. The typical hit rate(HR )for the first area on a Google search is 19,3 %. A paid search network advertisement on Google gets clicked by 63 %of users. Around 93%of all web traffic is generated by search engines, and business that can integrate Search Engine Optimisation (SEO )and Pay Per Click (Pay Per Click )advertisements hold a 25%greater hit rate and gain 27% more earnings(99firms. com, 2019). An organisation which ignores SEO or Pay Per Click as a part of SEM method can lose numerous potential clients. This is due to the fact that an organisation site can be reached on a search engine through either the PPC list or the organic list generated by SEO (Neethling, 2008). The topic of this research is evaluating the SEM efficiencies of companies, and while conducting this assessment, it is to define the factors which amount to the SEM efficiencies of companies while performing this examination. In this context, the sample of our research study comprises of the 7 e-commerce companies in Turkey which, according to numerous studies, are the most preferred by customers(Shiftdelete, 2020; blog.kmk, 2020). The aim of this study is to define the SEO and PPC aspects which reveal the SEM performances of e-commerce services, to determine the weights of these consider the business performance rankings and to compare e-commerce services’ SEM efficiencies according to the weights of these elements. In this context, the thought about consider the SEM performances of e-commerce services have actually been identified within the scope of literature. These factors have been featured under the title of conceptual framework. Afterwards, information relating to e-commerce businesses ‘SEO and PPC factors have actually been collected by using numerous free software online. In the weighting of the elements, the entropy method has been applied. The TOPSIS method has actually been used for the SEM performance contrasts of e-commerce services. The literature relating to entropyand TOPSIS are discussed under the Method section. Hence, with the combined usage of entropy weighting and TOPSIS ranking techniques, a model for the evaluation of SEM efficiencies of services has been proposed. The data regarding the SEO and PPC aspects of e-commerce organisations can regularly change. Additionally, depending upon the software used for information collection, the information can display minor distinctions. These can be viewed as the restrictions of this research study. … Marketing ability is defined as the “integrative process created to apply the collective knowledge, abilities and resources of the firm to the market-related requirements of business, allowing the business to include value to its goods and services and fulfill competitive demands”(Zehir et al., 2006, p. 111). Among others, competencies in search engine marketing(SEM )are particularly beneficial( Dou et al., 2010). SEM is a kind of online marketing that includes the promotion of sites by increasing their visibility in search engine results pages (SERPs )mainly through paid advertising. … Restaurants and social media: reconsidering organizational abilities and individual proficiencies Purpose The research study and practice agree that social media are improving method and company rules across markets. Nevertheless, how social media can end up being a source of competitive benefit remains under-investigated and there is no proof about which capabilities and competencies can successfully and tactically make use of social networks. By combining the literature on social networks management and hospitality, the authors establish and test a theoretical structure that determines the most relevant capabilities and proficiencies for using social networks in the food service sector. The paper aims to map them and comprehend which ones are relevant according to various tactical options of social networks usage. Design/methodology/approach The authors adopted a qualitative approach using semi-structured interviews to managers or owners of 14 restaurants in a huge city in Northern Italy. Findings The theoretical structure suggests that social networks could be strategically utilized for various goals by relying on particular capabilities and competencies. The authors evaluated it and found that, though nowadays restaurant supervisors generally concentrate on a narrow set of social media proficiencies linked to relational and marketing abilities, some likewise count on social media to promote organizational modification and development. Originality/value The authors propose a theoretical structure and initial proof on capabilities and competencies decreased for the food service sector. The model considers different uses of social networks and associated abilities and proficiencies by mapping them accordingly to their strategic usage. The authors preliminarily verify our framework and highlight the proficiencies had by the restaurant supervisors of our sample and their alignment with the strategic use of social networks. … Nevertheless, customers with low brand knowledge tend to assess a product based on external ideas, such as the brand name(Dou et al., 2010; Narayanan & Kalyanam, 2015). Therefore, they tend to search by trademark name rather of by the unique characteristics of a brand name. …< a href=""> Results of paid search marketing on product sales: a Chinese semantic viewpoint Prior research study on the impact of

  • brand keywords on item sales has produced inconsistent findings. Thus, one function of this study was to take a look at how brand name keywords affect item sales when brand equity is thought about. The other purpose was to explore how hedonic and practical keywords interact with product type to impact item sales. The outcomes of analyses of two secondary datasets and one lab experiment showed that brand keywords yielded more item sales than non-brand keywords. Nevertheless, this result disappeared when brand name market share was small or customer brand understanding was high.

    A coding system was developed for Chinese keywords based upon Chinese semantic functions. Results revealed a matching result in which hedonic keywords produced greater product sales than utilitarian keywords for hedonic items, and utilitarian keywords produced greater product sales than hedonic keywords for utilitarian items. … Browse optimisation tools represent the set of sponsoring activities made by a third service company that focus their attention on a connection in between search engine optimisation(SEO)or search engine marketing(SEM)tools and the rank in online search engine result pages(e.g., Google, Bing, Yahoo!)[ 94] [95] [96] [97] [98] [99] [100] [101] [102] [103] [100] [101] [

  • 102] showed the opportunity offered by search engine marketing as a tool to promote websites in search engines. … Client Knowledge Management in SMEs Facing Digital Transformation This paper provided an unique meaning of client knowledge management(CKM)as the sensible intersection of customer relationship management (CRM)and understanding management (KM ). The main aim was to investigate the digital innovations supporting small and medium business(SMEs)running in imaginative markets in their client knowledge management strategies. To achieve this goal, a survey including 73 handicraft and/or retail SMEs running in high-end fashion jewelry industry was conducted. The

    survey results explained that in a few years the circumstance has changed which surveyed SMEs make more extensive usage of standard technologies supporting consumer understanding management procedures rather than more ingenious digital technologies, which are also cheap and simple to use. This finding revealed the problems of SMEs running in creative markets to be responsive to the quick technological changes that are impacting CKM, along with the lack of assistance from information technology vendors in the decision-making procedure for picking sufficient digital systems. … Organic search results are free for marketers however, results displayed on sponsored search engine is paid by the marketer each time the web user clicks the results in the sponsored search result area [20] On the other hand, while some marketers are more particular with the variety of clicks on the sponsored search by the users, others have an interest in the total variety of brand awareness as a result of the existence of the advertisement on the search [22] Nevertheless, ranking of the search results extremely important as the ad is most likely to produce more clicks, more awareness, and lower expense of acquisition when the

  • search is ranked higher [20,21]. The Effect of Digital Media Advertising on Consumer Behavioral Intention: A Case of Style and Luxury-Brands in The Gambia.This research study checks out the impact of digital media marketing on consumer objective towards styles and luxury brand names using a case of consumers in The Gambia. The research study is built on the brand-new approaches and principles used in a digital marketing environment with growing potential to influencing customer behavioural intention towards style and luxury brands. Digital marketing factors

    such as personal privacy, familiarity, rely on advertiser and material, entertaining digital advertisement, digital interactivity, and significance of digital advertisements were elements utilized to determine consumer intent in digital media advertisements of fashion brands. Total respondent involved in the quantitative study comprised of seventy-four. The results of the numerous linear regression analysis are inconsistent with some studies; nevertheless, it is likewise in line with results from several previous research studies. The study reveals that digital media advertisements that are amusing, draws in consumer trust in the advertiser and material of digital media ads were thought about to have the most considerable effect on customer intention towards style brand names. Outcomes likewise conclude that social media, sites, emails, and online search engine continue to dominate the selling of style brands. The study advises that digital media advertisements must be effectively lined up with traditional mass media, constructed with some amusing content, however based upon the supreme worth proposition, strategically intended to promote customer interest and trust. The effects of digital media purchasing on marketers Although the Web has ended up being the essence of interaction, from a marketer’s perspective digital advertising stays underexplored. This paper takes a look at the impacts of digital media buying efforts on marketers in Bosnia and Herzegovina, while checking out the methodology of digital media use behind the actual effects. A mix of secondary research analysis and qualitative research study techniques was utilized. The empirical part is based on thorough interviews with advertisers and representatives from the digital marketing industry.Perceptions and understanding of digital marketing are the essential motorists for a successful implementation of digital media buying, and advertisers in Bosnia and Herzegovina understand its most distinctive qualities. The success of the media buying projects depends on brand objectives and selecting the methods matched for fulfilling the provided goals, which in turn leads to the findings that the focus of companies ‘strategies is directed towards the affordable medium usage, instead of exclusively performance-oriented ones. Measurement of the effects and return on the financial investment depends upon the success of setting up an objective and isolating digital from other marketing efforts. العوامل المؤثرة على إدراک مستخدمی الإنترنت لقیمة نتائج المحرکات البحثیة وعلاقتها باستجابتهم الشرائیة MONITORING THE ADVANCEMENT STRATEGIES OF THE AMALGAMATED TERRITORIAL COMMUNITIES OF

  • UKRAINE IN THE CONTEXT OF THEIR TERRITORIES POSITIONING Yeşil Pazarlama A More comprehensive and”Warmer”Method to Schema Theory Classification availability: Some theoretical and empirical concerns worrying the

  • processing of social stimulus details Choose me! Select me! Accessibility of social constructs: Person and contextual irregularity and social-cognitive effects The structure of worth: Accounting for taste, in affect and cognition

  • : The seventeenth annual Carnegie symposium on cognition Self-Generated Credibility and Other Results of Measurement on Belief, Mindset, Intention, and Behavior Drawing from current advancements in social cognition, cognitive psychology, and behavioral decision theory, we examined when and how the

  • act of measuring beliefs, mindsets, intentions, and behaviors affects observed connections amongst them. Belief

    , attitude, or objective can be produced by measurement if the determined constructs do not currently exist in long-term memory. The responses thus developed can have instruction results on responses to other questions that follow in the survey. But even when counterparts to the beliefs, mindsets, and objectives measured currently exist in memory, the structure of the survey scientist’s survey can affect observed connections amongst them. The participant may utilize recovered responses to earlier study concerns as inputs to action generation to later concerns. We provide a basic theory anticipating that an earlier reaction will be utilized as a basis for another, subsequent response if the previous is accessible and if it is viewed to be more diagnostic than other available inputs. We describe the aspects that determine both the viewed diagnosticity of a prospective input, the possibility that it will be obtained, and the possibility that some option( and potentially more diagnostic )inputs will be obtained. Self-Generated Mindset Change This chapter talks about self-generated attitude modification. The considered some nonneutral mindset things in the lack of any brand-new external information or modification in obvious habits frequently leads to mindset polarization. Attitude polarization seems to

  • be asserted on cognitive modifications such as the addition of constant cognitions and the reinterpretation of existing irregular cognitions. Such modifications in cognitions and affect are expected to occur only to the degree that persons have an industrialized cognitive schema for considering the item. One’s attitude is a function of those salient cognitions and reasonings. The information recommend that individuals can tune in more than one schema for thinking about a particular things. Therefore, individuals have the capacity for more than one mindset toward the exact same things. Some ramifications for the relationship between mindsets and habits and for psychiatric therapy were touched upon. The relationship in between this research study and group polarization research study and simple direct exposure research are quickly explored. It mentions a number of aspects of the present approach that require more elaboration. Self-generated validity and other effects of measurement on belief, mindset, objective, and behavior.Drawing from recent advancements in social cognition, cognitive psychology, and behavioral decision theory

  • , we examined when and how the act of measuring beliefs, mindsets, intents, and habits affects observed connections among them. Belief, attitude, or objective can be created by measurement if the determined constructs do not already exist in long-lasting memory. The actions hence created can have directive results on responses to other concerns that follow in the study. However even when counterparts to the beliefs, mindsets, and intentions determined currently exist in memory, the structure of the survey researcher’s survey can affect observed connections among them. The respondent may use retrieved answers to earlier study questions as inputs to response generation to later questions. We present a simple theory predicting that an earlier response will be used as a basis for another, subsequent response if the former is available and if it is viewed to be more diagnostic than other accessible inputs. We describe the aspects that identify both the viewed diagnosticity of a prospective input, the possibility that it will be recovered, and the likelihood that some option(and possibly more diagnostic )inputs will be recovered. This article examines the impacts of measurement operations on revealed connections amongst survey procedures of belief, mindset, intent, and behavior. The prospective reactivity of measurement has actually long been of concern in psychology. Methodologists(e.g., Campbell & Stanley, 1966; Cook & Campbell, 1979; Runkel & McGrath, 1972 )warn of measurement-induced distortions relating to social desirability, assessment apprehension, and sensitization to speculative treatments. Although it holds true that the problem of reactivity of measurement affects operate in both the social and physical sciences, in the physical sciences, measurement effects are expressed in terms of substantive theory. For example, Heisenberg’s unpredictability concept links standard< a href= ""> Student Guinea Pigs: Porcine Predictors and Particularistic Phenomena Media Priming Impacts: Accessibility, Association, and Activation In studying’priming impacts’– the procedure by which triggered mental constructs can affect

  • how individuals examine other ideas and ideas– political

    interaction scholars have actually focused mostly on the frequency and recency of construct usage in the ease of access of particular cognitions; less attention has actually been given to the spread of activation among related cognitions. Drawing from both of these research study interests, we argue that media framing of problems in moral or ethical terms can prime voters to (1) make attributions about candidate integrity, and/or (2)evaluate other political concerns in ethical terms. To take a look at these relationships, this research study used the exact same speculative design with two sub-populations– evangelical Christians and university undergraduate students– anticipated to differ in the inter-connectedness of core values with political attitudes. A single problem, which differed in the types of values in conflict, was systematically modified throughout 4 otherwise continuous political environments to examine priming impacts. Findings suggest that future research should conceive priming more broadly to include factors to consider of both the accessibility of cognitions in short-term memory and the paths among information in long-term memory.

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