Searchengineadvertising(SEA),inwhichbusinesses(oradvertisers)bidonkeywordsandpaysearch engineproviders(e.g.Google)togetasecureplaceonthefirstpageofsearchresults,isaprominent sourceofrevenueforsearchenginecompanies,andaneffectivemethodforbusinessestopromotetheir visibilityontheWeb.SEAisacomplexanddynamicformofadvertisingandmanagingiteffectively isstillachallengeformanybusinesses,particularlysmallerbusinesses.Buildinguponresource-based theory,thisstudyhasdevelopedacontext-specificmodelforunderstandingadvertisers’competency factorsthatinfluenceSEAeffectiveness.Usingstructuralequationmodellingandsurveydatacollected from142businesses,thisresearchhasfoundthatSEAeffectivenessisinfluencedbyorganizations’ abilitytomanagekeywordsandbids,abilitytoanalyseandmonitoroutcomes,advertisingexpertise, commitment toSEAtask,and theuseofexternalexperts.Moderatingrelationshipsbetweenthe factorshavebeenexamined,andtheimplicationsofthefindingsforbothacademicsandpractitioners havebeendiscussed. KEywORdS Paid Search, Perceived Advertising Effectiveness, Resource-Based Theory (RBT), Search Engine Advertising (SEA) Effectiveness, Sponsored Search

中文翻译：

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搜索引擎广告感知效果

这项研究发现，SEA的有效性受到组织管理关键字和出价的能力，分析和监控结果，进行广告宣传的能力的影响。专业知识，对SEA任务的承诺以及外部专家的使用。已经研究了各种因素之间的协调关系，并对其含义进行了研究。已经讨论了学术界和从业者的发现。付费搜索，感知广告效果，基于资源的理论（RBT），搜索引擎广告（SEA）效果，赞助搜索