搜索引擎营销外文文献翻译.doc

标题：作者:期刊：年份:外文文献翻译原文及译文Search engine marketing is not all gold: Insights from Twitter and SEOClerksReema Aswani, Arpan KumarKar, Vigneswara llavanisana, Yogesh DwivediInternational Journal of Infomiation Management, 卷3&期1,页码：107-1162018原文Search engine marketing is not all gold: Insights from Twitter and SEOClerksReema Aswani, Arpan KumarKar, Vigneswara llavarasana, Yogesh DwivediAbstractThe study highlights how digital marketing is often detrimental, when it is done by unskilled service providers・ It highlights how the hyped services of search engine marketing (SEM) are not as successful as they seem to be and sometimes affect firms negatively. This study uses social media analytics to derive insights from Twitter using descriptive, content and network analytics・ Methods like hashtag analysis, polarity and emotion analysis, word analysis, topic modeling and other relevant approaches have been used to mine user generated content. A qualitative case study on an e-market is used for validation of findings・ SEM services provided by small organizations and freelancers are not as beneficial as the ones by established players・ The services provided by these firms proved detrimental for the customers based on user experiences surrounding these services in the social media and forum specific discussions. This study highlights how SEM often not only fails to provide benefits but also destructs value if not done properly. Transaction costs like agency problems, coordination costs, loss of non-contractible value and cost of fit are also identified with potential fallouts which affect the long-term benefits・ Inputs will be beneficial to practice in planning SEM and outsourcing.Keywords: Search engine optimization, Search engine marketing, Social media, Twitter analytics, Digital marketing1. IntroductionThe investigation of marketing and retail activity on the web established that web interactivity is one of the key aspects of success (OKeefe, O9Connor, & Kung, 1998). The internet and the use of ICTs have completely transformed the customer supplier relationship and the subsequent marketing strategies for business (Pires, Stanton, & Rita, 2006; Shiau, Dwivedi, & Yang, 2017; Simintiras, Dwivedi, Kaushik, & Rana, 2015; Simmons, 2008). With the emergence of Web 3.0, increasingly firms are striving to have a stronger presence on the internet in general and search engines (SE) in particular (Dwivedi, Kapoor, & Chen, 2015). SE have emerged as the most popular platform that users across the globe are now using to garner information (Hennig・Thunm et al., 2010; Rangaswamy, Giles, & Seres, 2009). Studies demonstrate the effectiveness of these SE in retrieving relevant documents from the web and directing traffic towards relevant offerings from brands (Dou, Lim, Su, Zhou, & Cui, 2010; Jansen & Molina, 2006). This has resulted in launch of popular advertising formats including search engine marketing (SEM) (Green, 2003) and optimization (SEO) approaches. SEM works primarily on keyword based searches and visibility of websites on the SE. The new entrants often face a cold start problem lacking experience and data to determine ranks that may maximize profit from keywords (Abou Nabout, 2015). A comparative effectiveness of various SEM campaigns highlight that the advertising budget and keyword matching play a vital role in engaging customers (Olbrich & Schultz, 2014). Literature highlights that SEM strategies are used in electronic markets to enhance search and promote sponsored results (Chen, Shih, Chen, & Chen, 2011; Ghose & Yang, 2009; Shih, Chen, & Chen, 2013). Further; studies also highlight that by identifying the key determinants for hit-rate may be of great value to both small and large scale firms by enhancing their web visibility (Dholakia & Rego, 1998).Literature reveals that the order in which results are displayed on the SE greatly impacts the brand equity of an organization and helps shape brand perceptions among consumers (Dreze & Zufryden, 2004; McCoy, Everard, Polak, & Galletta, 2007; Rangaswamy et al., 2009). Firms have realized that a first page ranking in search engine results page (SERP) is necessary for it to be visible for the target customer (Davis, 2006; Sen, 2005). Higher visibility on SE positively impact brand equity, higher offering visibility and revenue from sales (Dou et al., 2010; Keane, Obrien, & Smyth, 200& Skiera, Eckert, & Hinz, 2010), due to which consulting firms have started providing SEM services. SEM is a broader discipline that encompasses SEO. SEM includes both paid search results and organic search results (Nabout & Skiera, 2012; Yao & Mela, 2009). Over the years, it has been recognized that SE have become gatekeepers of information and affect the decision making of consumers (Vogl & Barrett, 2010). Gori and Witten (2005) compare web to a library with huge amount of information availabili。