Search Engine Marketing: An Outlining of Conceptualization and Strategic Application
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The most common feature of Search Engine Marketing (SEM) is the pay-per-click concept that outlines the conceptual understanding of the human-computer interaction (HCI) in marketing. In this type of marketing, the three active actors act simultaneously: the service provider, the search engine as the platform and the individual user base. On the assumption that technology will dominate future marketing channels, this study will explore the conceptualisations of SEM, in relation to HCI in tourism marketing. This paper asserts that strategically, a congenial and accepted level of interaction is much required between the service provider and consumers. Also, this is outlined that the customization of a tourism industry led application and adoption of SEM is possible on ground of the Unified theory of Acceptance and Use of Technology (UTAUT) where, factors like age, gender, experience and voluntariness of use are attached with performance expectancy (Venkatesh et al., 2003).
Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications;
Hassan, A. and Dadwal, S.S. (2018) 'Search Engine Marketing: An Outlining of Conceptualization and Strategic Application'. In: Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications. IGI Global, pp. 843-858. DOI: 10.4018/978-1-5225-5187-4.ch043.
Chapter 43 in Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications in 2018, available at: http://dx.doi.org/10.4018/978-1-5225-5187-4.ch043.
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