Does Sponsored Search Advertising Augment Organic Search? Evidence from an E-Commerce Platform

References

• Abhishek V, Jerath K, Sharma S (2024) The impact of “retail media” on online marketplaces: Insights from a field experiment. Inform. Systems Res., epub ahead of print May 15, https://doi.org/10.1287/isre.2022.0188.Google Scholar
• Armstrong M, Vickers J, Zhou J (2009) Prominence and consumer search. RAND J. Econom. 40(2):209–233.Crossref, Google Scholar
• Athey S, Ellison G (2011) Position auctions with consumer search. Quart. J. Econom. 126(3):1213–1270.Crossref, Google Scholar
• Athey S, Nekipelov D (2012) A structural model of sponsored search advertising auctions. Working paper, Stanford University, Palo Alto, CA.Google Scholar
• Bagwell K (2007) Chapter 28: The economic analysis of advertising. Handbook of Industrial Organization, vol. 3 (North-Holland, Amsterdam), 1701–1844.Google Scholar
• Blake T, Coey D (2014) Why marketplace experimentation is harder than it seems: The role of test-control interference. Babaioff M, Conitzer V, Easley D, eds. Proc. 15th ACM Conf. Econom. Comput. (Association for Computing Machinery, New York), 567–582.Google Scholar
• Blake T, Nosko C, Tadelis S (2015) Consumer heterogeneity and paid search effectiveness: A large-sale field experiment. Econometrica 83(1):155–174.Crossref, Google Scholar
• Blake T, Moshary S, Tadelis S, Sweeney K (2021) Price salience ad product choice. Marketing Sci. 40(4):619–636.Link, Google Scholar
• Borgers T, Cox I, Pesendorfer M, Petricek V (2013) Equilibrium bids in sponsored search auctions: Theory and evidence. Amer. Econom. J. Microeconomics 5(4):163–187.Crossref, Google Scholar
• Brynjolfsson E, Collis A, Liaqat A, Kutzman D, Deisenroth D, Wernerfelt N (2024) The consumer welfare effects of online ads: Evidence from a 9-year experiment. NBER Working Paper No. 32846, National Bureau of Economic Research, Cambridge, MA.Google Scholar
• Choi H, Mela C (2019) Monetizing online marketplaces. Marketing Sci. 38(6):913–1084.Google Scholar
• Compiani G, Lewis G, Peng S, Wang P (2024) Online search and optimal product rankings: An empirical framework. Marketing Sci. 43(3):469–496.Google Scholar
• Diamond P (1987) Advertising content and television advertising avoidance. Quart. J. Econom. 102(2):429–436.Crossref, Google Scholar
• Dubé J, Fang Z, Fong N, Luo X (2017) Competitive price targeting with smartphone coupons. Marketing Sci. 36(6):944–975.Link, Google Scholar
• Einav L, Farronato C, Levin J, Sundaresan N (2018) Auctions versus posted prices in online markets. J. Political Econom. 126(1):178–215.Crossref, Google Scholar
• Goli A, Huang J, Reiley D, Riabov NM (2025) Measuring consumer sensitivity to audio advertising: A long-run field experiment on Pandora internet radio. Quant. Marketing Econom.Google Scholar
• Jeziorski P, Segal I (2015) What makes them click: Empirical analysis of consumer demand for search advertising. Amer. Econom. J. Microeconomics 7(3):24–53.Crossref, Google Scholar
• Johnson GA, Lewis RA, Nubbemeyer EI (2017) Ghost ads: A revolution in measuring ad effectiveness. J. Marketing Res. 54(6):867–884.Crossref, Google Scholar
• Lewis RA, Reiley DH (2014) Online ads and offline sales: Measuring the effects of retail advertising via a controlled experiment on Yahoo!. Quant. Marketing Econom. 12:235–266.Crossref, Google Scholar
• Lin T, Misra S (2022) The identity fragmentation bias. Marketing Sci. Frontiers 41(3):433–440.Google Scholar
• McDevitt R (2014) “A” business by any other name: Firm name choice as a signal of firm quality. J. Political Econom. 122(4):909–944.Crossref, Google Scholar
• Milgrom P, Roberts J (1986) Price and advertising signals of product quality. J. Political Econom. 94(4):796–821.Crossref, Google Scholar
• Nelson P (1974) Advertising as information. J. Political Econom. 82(4):729–754.Crossref, Google Scholar
• Qi P, Zhou G, Zhang Y, Wang Z, Lejian R, Fan Y, Zhu X, Gai K (2020) Search-based user interest modeling with lifelong sequential behavior data for click-through rate prediction. Conf. Inform. Knowledge Management, Applied Research Track, 2685–2692.Google Scholar
• Sahni N, Zhang C (2024) Are consumers averse to sponsored messages? The role of search advertising in information discovery. Quant. Marketing Econom. 22:63–114.Google Scholar
• Stigler GJ (1961) The economics of information. J. Political Econom. 69(3):213–225.Crossref, Google Scholar
• Ursu R (2018) The power of rankings: Quantifying the effects of rankings in online consumer search and purchase decisions. Marketing Sci. 37(4):530–552.Link, Google Scholar
• Waisman C, Sahni N, Nair H, Lin X (2025) Parallel experimentation and competitive interference on online advertising platforms. Marketing Sci. 44(2):437–456.Google Scholar
• Wilbur K (2016) Advertising content and television advertising avoidance. J. Media Econom. 29(2):51–72.Crossref, Google Scholar
• Yang J, Sahni N, Nair H (2023) Advertising as information for ranking e-commerce search listings. Marketing Sci. 43(2):360–377.Link, Google Scholar
• Yao S, Mela C (2011) A dynamic model of sponsored search advertising. Marketing Sci. 30(3):447–468.Link, Google Scholar