Advances in Search Strategy Using the Set of Brand Considerations in the Web Ecosystem
Source abstract
Abstract
This study explores changes in a set of brand considerations as a result of web search strategies. Survey and personal computer log data of car buyers were used to identify online information search behavior for brands and products. Through this study, we found that higher frequencies of brand searching are associated with how much consumer-initiated sites and third-party-initiated sites are used, while lower frequencies of brand searching are only related to how much brand-initiated websites are used. We also concluded that ambivalent messages on consumer-initiated sites lead to the postponement of a decision and a continued search for another brand. In addition, third party-initiated information sources lower search costs, which lead to longer consumer journeys and expand the set of brands considered and searched. The results of this study can help marketers understand the importance of their own media and aid in the development of a digital media strategy.
Source: crossref · Quality: baseline
Research context
OpenAlex topics: Digital Marketing and Social Media · Consumer Behavior in Brand Consumption and Identification · Consumer Market Behavior and Pricing
SciVX discovery tags are terminology-based. OpenAlex topics are source-provided classifications.
Affiliations
Graduate School of Information, Yonsei University, 50, Yonsei-ro, Seodaemun-gu, Seoul 03722, Korea
Division of Computer Science and Engineering, Sunmoon University, 70, Sunmoon-ro 221 beon-gil, Tangjeong-myeon, Asan-si, Chungcheongnam-do 31460, Korea
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