Beyond the Click: Unveiling the Role of User-Centric Factors in Public Perception and Engagement with Search Engine Marketing

Understanding the factors shaping public perception of search engine marketing SEM) is critical for optimizing digital marketing strategies. This study delves into the intricate relationship between public perception and engagement with search engine marketing. By integrating the Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB), this research explores the factors underlying users' acceptance and use of Search engine marketing. Employing exploratory factor analysis, two primary constructs emerged: user-centric factors and environmental factors. Structural equation modeling revealed that user-centric factors, particularly perceived ease of use and subjective norms, significantly impact attitudes toward use, subsequently influencing behavioral intentions. Random forest regression analysis further identified that perceived ease of use and subjective norms are the most significant predictors of attitudes and behavioral intentions. While environmental factors exert some influence, their effect is relatively smaller. The findings underscore the importance of user-centric design, social influence, and trust-building in shaping public perception and driving user engagement with SEM. These insights offer valuable guidance for SEM practitioners to optimize strategies by focusing on user experience and leveraging social influence in campaigns.