Keyword advertising is not what you think: Clicking and eye movement behaviors on keyword advertising

作者：

Highlights：

• Searchers are inclined to click organic results rather than sponsored results.

• The observation count on organic results is higher than on keyword advertising.

• The observation length on organic results is longer than on keyword advertising.

摘要

•Searchers are inclined to click organic results rather than sponsored results.•The observation count on organic results is higher than on keyword advertising.•The observation length on organic results is longer than on keyword advertising.

论文关键词：Advertising avoidance,Empirical research,Eye tracking,Keyword advertising,Organic search,Search engine results pages (SERPs),Sponsored search

论文评审过程：Received 9 March 2013, Revised 6 April 2014, Accepted 6 April 2014, Available online 18 April 2014.

论文官网地址：https://doi.org/10.1016/j.elerap.2014.04.001