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Message content in keyword campaigns, click behavior, and price-consciousness: A study of millennial consumers

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  • Gauzente, Claire
  • Roy, Yves

Abstract

Building upon the expectancy theory, this study suggests that message content in keyword advertising influences click behavior. The moderating role of price consciousness is also examined. An online experiment using an ex-post filter sampling method is implemented (final n=165). The results of binary logistic regressions indicate that descriptive message content is more clicked than commercial. Price-consciousness appears to moderate the relationship, with high price-conscious consumers being more influenced by descriptive content than less price-conscious consumers. The obtained results are meaningful and significant for the millennial consumers under study.

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  • Gauzente, Claire & Roy, Yves, 2012. "Message content in keyword campaigns, click behavior, and price-consciousness: A study of millennial consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 78-87.
    • Handle: RePEc:eee:joreco:v:19:y:2012:i:1:p:78-87
    DOI: 10.1016/j.jretconser.2011.09.003
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    5. Cuciurhan Mihaela M.D Student & Asist. Prof. Patricia Bertea Ph. D, 2015. "Search Engine Advertising: To Click Or Not To Click On Sponsored Ads," Revista Tinerilor Economisti (The Young Economists Journal), University of Craiova, Faculty of Economics and Business Administration, vol. 1(24), pages 85-92, APRIL.
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