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How Search Engine Marketing Influences User Knowledge Gain: Development and Empirical Testing of an Information Search Behavior Model
Hardcover
ISBN13: 9783112252864
Publisher: K.G. Saur Verlag
Published: Nov 30 2026
Pages: 329
Language: English
The vast amount of information online exceeds human processing capacity, leading users to rely on search engines for curated content. To rank prominently, Web content providers employ search engine marketing (SEM). While SEM may improve representational quality by presenting well-structured content, it may compromise intrinsic quality, such as objectivity. This raises two key questions: How do SEM-affiliated pages differ in quality from those that do not use SEM, and how does this variation affect user knowledge gain?
This dissertation offers implications for academia, education, and search engine providers, highlighting the need to strengthen search engine literacy and to improve ad quality to support learning outcomes.
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