Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/265921 
Year of Publication: 
2022
Series/Report no.: 
CESifo Working Paper No. 9886
Publisher: 
Center for Economic Studies and ifo Institute (CESifo), Munich
Abstract: 
We study consumer response towards sponsored search advertising and how to improve advertising performance on a large e-commerce platform. Our research design is based on a field experiment which randomizes the salience of ad disclosure to consumers, and a natural experiment which eradicates a listing-level quality certificate for all listings because of a system glitch. Results suggest that consumers dislike search advertising in our setting, but quality certificates mitigate this aversion and increase advertising sales.
Subjects: 
sponsored search advertising
quality certificates
e-commerce
Document Type: 
Working Paper
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