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عمومی::
زیربخش
This sub-section will review these issues.
In this sub-section, we first review research examining the impact of search engines on outcome variables of interest.
In this sub-section, we focus on specific issues from the perspective of the search engines and the advertisers: (1) how should search engines price and rank keywords, and (2) how should advertisers choose specific keywords and bid for those keywords for the most efficient and effective customer acquisition.
In this sub-section, we examine the interaction between digital technologies and the contextual elements of a firm's environ- ment.
We focus on the newer channels in this sub-section as well as multi-channel, omni-channel issues.
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