A Development and Empirical Validation of the Consumer Response Towards Sponsored Search Advertising (SSA) Model

Al Khasawneh, Mohammad Hamdi
September 2012
Global Journal of Management & Business Research;2012, Vol. 12 Issue 18, p41
Academic Journal
Dramatic structural changes are taking place within the rapidly growing Web advertising sector; the most notable being the rise to prominence of Sponsored Search Advertising (SSA) which developed because of the need to find solutions to the increased market demand for more consumer-oriented and targeted advertising and non-intrusive Web Advertising format (Weidlich, 2002). Moreover, SSA offered advertisers the ability to more precisely target Web users, as well as making the advertisements more relevant and meaningful to the consumers (Dou et al., 2001). However, very little attention has been given to SSA in terms of how consumers respond to such advertising within the Web context, and what particular factors drive consumers to attend to, and respond to, SSA. To address this gap in the marketing literature, the current study sought to, firstly present a theoretical Model of Consumer Response Towards SSA by incorporating variables synthesized from the advertising and consumer behaviour literature. Secondly, this study empirically validated the model from the consumer's perspective. The result was the development and empirical validation of the Consumer Response Towards SSA Model. This empirical validation of the research model has made a significant theoretical contribution to our knowledge base. We believe it provided the first empirical analysis of the effect of consumer related factors on consumer attention towards SSA, the outcomes of such attention along with the perceived credibility of SSA, as characterised by attitude toward SSA and intention to click on Sponsored Search Advertisements. This major contribution for the current study was achieved through the extension of previous theoretical advertising and consumer behaviour models to the emerging advertising format on the Web, and the inclusion of a larger set of determinants involving the consumer's point of view. In addition, the findings of the current research are significant and have provided a number of practical implications related to the determinants and outcomes of consumer's attentional, attitudinal and behavioural responses toward SSA.


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