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In this book, Dr. Ye and Dr. Cunningham examine the effects of serial position, price promotion, user experience and brand familiarity on search advertising effectiveness in China. In their research, they find that primacy effect, price promotion and brand familiarity lead to higher level of user attention to search advertisements and thus result in higher click-through rates. However, user experience has a negative effect on search advertising effectivenes… More >>

An Exploratory Study of Search Advertising in China: A study on the effects of serial position, price promotion, user experience and brand familiarity on search advertising effectiveness in China