Evaluating the effectiveness of the marketing mechanisms used by Search Engine Marketing (SEM) in achieving consumer goals and expectations

Document Type : Original Article

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Department of Advertising Production, Division of Media Sciences, International Academy of Media Sciences

Abstract

The issue of search engines selling keywords, whether they are branded or not, is an important issue related to consumer protection, especially with the search engine management converting the user to other links that pay the engine in return for appearing in the search results, which may harm trademark owners. It also may cause confusion and confusion for the user, in addition to the possibility of switching to competing products. Usually, the search engine will return both paid and unpaid search results. The Consumer Protection Law requires clear disclosure of paid content. Based on the above, this study sought to evaluate the effectiveness of the marketing mechanisms used by search engines, whether through unpaid links Search Engine Marketing - SEM, or Pay Per Click (PPC) links in achieving consumer goals and expectations and to what extent they reflect user desires, and their effects on their purchasing intent, and how market owners can use such reflexive intentions of buying as a basis for designing favorable shopping experiences using keywords targeting consumers visiting their sites through those advertising links, and to what extent the user is aware of the differences between paid links and unpaid links. The study attempts to shed light on the use of trademarks in this regard and its effects on research results.

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