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To be or not to be – showing up on the first result page: Search engine marketing’s potential effect on brand awareness
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The aim of this study is to examine whether search engine marketing may influence consumers’ brand awareness in terms of brand recall and brand recognition. The theoretical background derives from the definition and rationale of brand awareness. The study is further based on a theoretical outline of search engine marketing and its components. Furthermore, the Hierarchy of Effects Model is used in order to describe the steps a company may influence consumers in their purchase process. In order to capture consumers’ reasoning and behaviour in the search engine context, a two-way study approach was conducted. Firstly, by letting ten participants conduct a log related to their search engine behaviour, spanning for a period of ten days. Secondly, by conducting semi-structured interviews, using their logs as a base for further discussions. Results from this study show that search engine marketing can have an effect on consumers’ brand awareness by creating initial awareness or by building upon existing awareness. Secondly, in the context of unknown brands, the results show that it had a particular strong effect on brand recognition among the participants. Thirdly, it appeared that SEM can work as a gateway for brands and an enabler for building a brand attitude amongst its potential customers. Lastly, the website experience is a crucial step for brands in order to positively influence consumers in their purchase process. 

Place, publisher, year, edition, pages
2016. , 43 p.
Keyword [en]
Search engine marketing, SEM, SEO, Brand awareness, Brand recall, Brand recognition, Hierarchy of Effects Model
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-298344OAI: oai:DiVA.org:uu-298344DiVA: diva2:945796
Subject / course
Business Studies
Educational program
Bachelor Programme in Business and Economics
Available from: 2016-07-04 Created: 2016-07-03 Last updated: 2016-07-04Bibliographically approved

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To be or not to be – showing up on the first result page(2845 kB)213 downloads
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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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