Beyond the Click: A TAM-TPB Exploration of Public Perceptions in Search Engine Marketing

D. Dharani () and K. Lavanya Latha
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D. Dharani: Pondicherry University
K. Lavanya Latha: Pondicherry University

Chapter 14 in Leveraging Emerging Technologies and Analytics for Empowering Humanity, Vol. 1, 2025, pp 263-282 from Springer

Abstract: Abstract Understanding the factors shaping public perception of search engine marketing (SEM) is critical for optimizing digital marketing strategies. This study delves into the intricate relationship between public perception and engagement with search engine marketing (SEM). By integrating the Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB), this research delves into the factors underlying users’ acceptance and use of SEM. Employing exploratory factor analysis, two primary constructs emerged: User-Centric Factors and Environmental Factors. Structural equation modeling revealed that User-Centric Factors, particularly perceived ease of use and subjective norms, significantly impact attitudes towards use, subsequently influencing behavioral intentions. While Environmental Factors exert some influence, their effect is relatively smaller. The findings underscore the importance of user-centric design, social influence, and trust-building in shaping public perception and driving user engagement with SEM.

Keywords: Search engine marketing; Public perception; User behaviour; Technology acceptance model; Theory of planned behaviour (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-96-2548-2_14

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DOI: 10.1007/978-981-96-2548-2_14

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