Effects of the Presence of Organic Listing in Search Advertising

Material TypeArticleLanguageEnglish
TitleEffects of the Presence of Organic Listing in Search Advertising Author(S)Lizhen Xu (Author)
Abstract  This paper analyzes how the presence of organic listing as a competing information source affects advertisers' sponsored bidding and the equilibrium outcomes in search advertising. We consider a game-theoretic model in which two firms bid for sponsored advertising slots provided by a monopolistic search engine and then compete for consumers in price in the product market ...Paginationp1284-1302
SubjectManagementDescriptorsInformation technology Computers
Journal TitleInformation Systems Research  
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