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Associating Searching on Search Engines to Subsequent Searching on Sites

Author

Listed:
  • Adan Ortiz-Cordova

    (College of Information Sciences and Technology, The Pennsylvania State University, University Park, PA, USA)

  • Bernard J. Jansen

    (Social Computing Group, Qatar Computing Research Institute, Doha, Qatar)

Abstract

In this research study, the authors investigate the association between external searching, which is searching on a web search engine, and internal searching, which is searching on a website. They classify 295,571 external – internal searches where each search is composed of a search engine query that is submitted to a web search engine and then one or more subsequent queries submitted to a commercial website by the same user. The authors examine 891,453 queries from all searches, of which 295,571 were external search queries and 595,882 were internal search queries. They algorithmically classify all queries into states, and then clustered the searching episodes into major searching configurations and identify the most commonly occurring search patterns for both external, internal, and external-to-internal searching episodes. The research implications of this study are that external sessions and internal sessions must be considered as part of a continuous search episode and that online businesses can leverage external search information to more effectively target potential consumers.

Suggested Citation

  • Adan Ortiz-Cordova & Bernard J. Jansen, 2016. "Associating Searching on Search Engines to Subsequent Searching on Sites," International Journal of Information Systems in the Service Sector (IJISSS), IGI Global, vol. 8(2), pages 30-43, April.
    • Handle: RePEc:igg:jisss0:v:8:y:2016:i:2:p:30-43
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    Cited by:

    1. Wasib Latif, 2022. "Determinants of Hotel Brand Image: A Unified Model of Customer-Based Brand Equity," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 13(1), pages 1-20, January.

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