September 13, 2011 § Leave a comment
Using an online experiment and focusing on millenials, Yves and I went through the data in order to understand how message content in keyword advertising impacts click behavior. The obtained model explains around 20% of variance. The role of message content is confirmed and interaction effects are observable. Neutral message content appears to be preferred over commercial content.
Limitations due to age restrictions (millenials only) and the number of message contents that could be tested call for further investigations. Additional research and modelling efforts are needed.
Details about this study are forthcoming in the Journal of Retailing & Consumer Services.