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Analysing search engine advertising research: synthesis of two decades of research


  • Hamed Jafarzadeh
  • Aybüke Aurum
  • John D'Ambra
  • Amir Hossein Ghapanchi


Search engine advertising (SEA) has attracted the attention of academic researchers from marketing, information systems, computer science, mathematics and other related fields. Aiming to provide a picture of the state of the art in this field, the present research systematically searches for and reviews the literature on SEA, analyses and structures them, and provides directions for future research. We searched extensively and collected 97 journal papers on SEA published in 64 journals from different disciplines and analysed them to answer our research questions. Using systematic mapping approach, this research has identified research topics (ten categories of topics were identified and visualised in a graphical representation), research approaches, nature of research and the interdependencies between them. The research also has identified directions for future research.

Suggested Citation

  • Hamed Jafarzadeh & Aybüke Aurum & John D'Ambra & Amir Hossein Ghapanchi, 2015. "Analysing search engine advertising research: synthesis of two decades of research," International Journal of Information Systems and Change Management, Inderscience Enterprises Ltd, vol. 7(4), pages 308-337.
  • Handle: RePEc:ids:ijiscm:v:7:y:2015:i:4:p:308-337

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    Cited by:

    1. Darius Schlangenotto & Martin Poniatowski & Dennis Kundisch, 2018. "What Drives Paid Search Success: A Systematic Literature Review," Working Papers Dissertations 31, Paderborn University, Faculty of Business Administration and Economics.


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