Analyzing the Relationship Between Organic and Sponsored Search Advertising: Positive, Negative, or Zero Interdependence?

By Sha Yang, Anindya Ghose. Marketing science (Providence, R.I.), 2010

396 citations recorded by the source corpus.

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How is the Mobile Internet Different (2012, methodology): “This is similar to the drop in click-through rates with position found in a shopbot setting by Baye et al. (2009) and the drop in click-through rates with position found in a search engine setting by Ghose and Yang (2009) and Yang and Ghose (2010).”
What Makes Them Click: Empirical Analysis of Consumer Demand for Search Advertising (2012, background): “We postulate this utility to take the form (11)For further analysis of higher-order interactions between organic and sponsored search links, we refer the reader to Yang and Ghose (2010).”
Consumer Heterogeneity and Paid Search Effectiveness: A Large Scale Field Experiment (2014, background): “11See Sahni (2011), Rutz and Bucklin (2011), Yao and Mela (2011), Chan et al. (2011b), Reiley et al. (2010), and Yang and Ghose (2010) for recent papers that study SEM using other methods.”
Digital marketing: A framework, review and research agenda (2017, neutral): “Apart from the research on the relationship among the performance metrics of search campaigns, Yang and Ghose (2010) also examined the synergy between organic search and sponsored search ads.”
What is Different About Online Advertising? (2014, background): “search advertising (e.g. Ghose and Yang 2009; Yang and Ghose 2010; Yao and Mela 2011).”