Understanding online users by segmenting their search keywords: empirical analysis from online auto insurance search advertising
Author:
Affiliation:
1. Marketing, Rutgers Business School, Rutgers University, Newark and New Brunswick, NJ, USA
2. Department of Entrepreneurship and Small Business, Soongsil University, Dongjak-gu, Seoul, South Korea
Publisher
Informa UK Limited
Subject
Marketing,Communication
Link
https://www.tandfonline.com/doi/pdf/10.1080/02650487.2021.1988392
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1. Location, Location, Location: An Analysis of Profitability of Position in Online Advertising Markets
2. Dimensions of Consumer Expertise
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5. When environmental messages should be assertive: examining the moderating role of effort investment
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