The Gender-Brand Effect of Key Phrases on User Clicks in Sponsored Search

Partha Mukherjee, Bernard J. Jansen

Research output: Chapter in Book/Report/Conference proceedingConference contribution

2 Scopus citations

Abstract

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.

Original languageEnglish (US)
Title of host publicationCHI EA 2013 - Extended Abstracts on Human Factors in Computing Systems
Subtitle of host publicationChanging Perspectives
EditorsMichel Beaudouin-Lafon, Patrick Baudisch, Wendy E. Mackay
PublisherAssociation for Computing Machinery
Pages1845-1850
Number of pages6
ISBN (Electronic)9781450318990
DOIs
StatePublished - Apr 27 2013
Event31st Annual CHI Conference on Human Factors in Computing Systems:, CHI EA 2013 - Paris, France
Duration: Apr 27 2013May 2 2013

Publication series

NameConference on Human Factors in Computing Systems - Proceedings
Volume2013-April

Other

Other31st Annual CHI Conference on Human Factors in Computing Systems:, CHI EA 2013
CountryFrance
CityParis
Period4/27/135/2/13

All Science Journal Classification (ASJC) codes

  • Software
  • Human-Computer Interaction
  • Computer Graphics and Computer-Aided Design

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