IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-981-96-2548-2_14.html
   My bibliography  Save this book chapter

Beyond the Click: A TAM-TPB Exploration of Public Perceptions in Search Engine Marketing

In: Leveraging Emerging Technologies and Analytics for Empowering Humanity, Vol. 1

Author

Listed:
  • D. Dharani

    (Pondicherry University)

  • K. Lavanya Latha

    (Pondicherry University)

Abstract

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 (SEM). By integrating the Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB), this research delves into the factors underlying users’ acceptance and use of SEM. 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 towards use, subsequently influencing 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.

Suggested Citation

  • D. Dharani & K. Lavanya Latha, 2025. "Beyond the Click: A TAM-TPB Exploration of Public Perceptions in Search Engine Marketing," Springer Proceedings in Business and Economics, in: D P Goyal & Suprateek Sarker & Somnath Mukhopadhyay & Basav Roychoudhury & Parijat Upadhyay & Pradee (ed.), Leveraging Emerging Technologies and Analytics for Empowering Humanity, Vol. 1, chapter 14, pages 263-282, Springer.
    • Handle: RePEc:spr:prbchp:978-981-96-2548-2_14
    DOI: 10.1007/978-981-96-2548-2_14
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-981-96-2548-2_14. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.