Construct · 1 fields · 1 citations

organic-sponsored search interdependence: a standalone construct

One name. One construct. A landmark on the map.

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organic-sponsoredsearch interdependence1 CONSTRUCTOrganic-sponsored searchYANG · MARKETING

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Marketing

the relationship between a firm's organic and sponsored search listings for a keyword, estimated as complementary click-through effects rather than substitution.

In marketing, organic-sponsored search interdependence refers to the relationship between a firm's organic and sponsored search listings for a keyword, estimated as complementary click-through effects rather than substitution. This meaning comes from Yang (2010) in Marketing Science.[1]

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Nearby constructs

search4 fields · 7 citationsjingle · one word, four constructssubstitution4 fields · 4 citationsjingle · one word, four constructs

References

  1. Yang, S., & Ghose, A. (2010). Analyzing the Relationship Between Organic and Sponsored Search Advertising: Positive, Negative, or Zero Interdependence? Marketing Science, 29(4), 602-623. https://doi.org/10.1287/mksc.1090.0552

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