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Consumer decision process based on search engine marketing

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1 Author(s)
Chien Minfang ; Business School, Nankai University, Tianjin, China

As an indispensable part of network marketing, search engine marketing is influencing the production and business activities of enterprises. This paper will review the perceived risk, search engine marketing and consumer decision behavior and then discuss about their influence respectively. Information search behavior is not only a crucial part of consumer decision process, but the key factor influencing consumer decision. Based on the analysis, the results of this study is trying to fill these gaps of search engine marketing in academic research and helping managers make informed business decisions.

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Date of Conference:

25-27 June 2011