Subjects -> ADVERTISING AND PUBLIC RELATIONS (Total: 23 journals)
Showing 1 - 8 of 8 Journals sorted by number of followers
Book History     Full-text available via subscription   (Followers: 160)
Journal of Marketing Research     Full-text available via subscription   (Followers: 74)
Journal of Marketing     Full-text available via subscription   (Followers: 55)
Journal of Consumer Psychology     Hybrid Journal   (Followers: 48)
International Journal of Complexity in Leadership and Management     Hybrid Journal   (Followers: 29)
Design and Culture : The Journal of the Design Studies Forum     Hybrid Journal   (Followers: 26)
Journal of International Marketing     Full-text available via subscription   (Followers: 25)
Journal of Advertising     Hybrid Journal   (Followers: 22)
International Journal of Advertising     Full-text available via subscription   (Followers: 22)
Journal of Advertising Research     Full-text available via subscription   (Followers: 16)
Journal of Public Policy & Marketing     Full-text available via subscription   (Followers: 15)
Public Relations Review     Hybrid Journal   (Followers: 15)
International Journal of Market Research     Hybrid Journal   (Followers: 15)
Journal of Public Relations Research     Hybrid Journal   (Followers: 12)
Foundations and Trends® in Marketing     Full-text available via subscription   (Followers: 11)
Advertising & Society Review     Full-text available via subscription   (Followers: 9)
Journal of Interactive Advertising     Open Access   (Followers: 7)
Young Consumers: Insight and Ideas for Responsible Marketers     Hybrid Journal   (Followers: 5)
Public Relations Inquiry     Hybrid Journal   (Followers: 5)
Journal of Current Issues & Research in Advertising     Hybrid Journal   (Followers: 5)
Place Branding and Public Diplomacy     Hybrid Journal   (Followers: 2)
Revista Internacional de Relaciones Públicas     Open Access   (Followers: 1)
Similar Journals
Journal Cover
Foundations and Trends® in Marketing
Journal Prestige (SJR): 0.448
Number of Followers: 11  
  Full-text available via subscription Subscription journal
ISSN (Print) 1555-0753 - ISSN (Online) 1555-0761
Published by Now Publishers Inc Homepage  [28 journals]
  • Leveraging Online Search Data as a Source of Marketing Insights

    • Free pre-print version: Loading...

      Abstract: AbstractEvery year billions of users around the world submit trillions of queries through online search engines such as Google, Bing, Baidu, and Yandex. Over the years, aggregated and anonymized search volume data on keywords contained in all these queries have formed an epic database of human intentions that continues to expand every day. Thanks to platforms such as Google Trends, Google Ads Keyword Planner, Microsoft Advertising Keyword Planner, Baidu Index, and Yandex Wordstat, advertisers can readily assess search engine users’ collective interests over time and across geographic areas to optimize their search engine marketing efforts. In this monograph, we illustrate how online search volume data, indexed or otherwise, can be leveraged as a powerful source of marketing insights for purposes beyond search engine marketing. We do so by offering a brief tutorial on Google Trends and Google Ads Keyword Planner, two popular (and free) platforms for gathering online search trend and volume data, respectively. We review prior studies that have examined the use of aggregate online search data as (1) predictors for nowcasting and forecasting, (2) dependent variables in market response modeling, and (3) proxies for otherwise hard-to-measure constructs. In each of these three areas, we provide specific examples of applications to illustrate the power and versatility of online search data. We conclude by offering several ideas for future research where we see the full potential of online search data is still to be uncovered.Suggested CitationRex Yuxing Du and Tsung-Yiou Hsieh (2023), "Leveraging Online Search Data as a Source of Marketing Insights", Foundations and Trends® in Marketing: Vol. 17: No. 4, pp 227-291.
      PubDate: Wed, 23 Aug 2023 00:00:00 +020
School of Mathematical and Computer Sciences
Heriot-Watt University
Edinburgh, EH14 4AS, UK
Tel: +00 44 (0)131 4513762

Your IP address:
Home (Search)
About JournalTOCs
News (blog, publications)
JournalTOCs on Twitter   JournalTOCs on Facebook

JournalTOCs © 2009-