{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,10,21]],"date-time":"2025-10-21T00:28:07Z","timestamp":1761006487432,"version":"build-2065373602"},"reference-count":9,"publisher":"Wiley","issue":"1","license":[{"start":{"date-parts":[[2014,5,8]],"date-time":"2014-05-08T00:00:00Z","timestamp":1399507200000},"content-version":"vor","delay-in-days":492,"URL":"http:\/\/onlinelibrary.wiley.com\/termsAndConditions#vor"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Proc of Assoc for Info"],"published-print":{"date-parts":[[2013,1]]},"abstract":"<jats:title>Abstract<\/jats:title><jats:p>In this research, we analyze the relationship among (1) the performance metrics of key phrases used in a sponsored search campaign, (2) the gender orientation of those key phrases, and (3) the occurrence of branded terms in those search queries. The aim of this research is increased personalization of search engine results in order to improve the consumer's online searching experience and potential interest in ads with branding focus. We segregate the key phrases into six different categories combining gender orientation with branding focus of the key phrases from a rich dataset that consists of 7 million daily records of a real time sponsored search campaign. The result of ANOVA shows that the means of sponsored search metrics significantly vary among the categories and exhibits the female's preference over branded terms.<\/jats:p>","DOI":"10.1002\/meet.14505001170","type":"journal-article","created":{"date-parts":[[2014,5,8]],"date-time":"2014-05-08T16:35:28Z","timestamp":1399566928000},"page":"1-4","source":"Crossref","is-referenced-by-count":0,"title":["Gender\u2010brand effect of search queries on sponsored search performance"],"prefix":"10.1002","volume":"50","author":[{"given":"Partha","family":"Mukherjee","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Bernard J.","family":"Jansen","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"311","published-online":{"date-parts":[[2014,5,8]]},"reference":[{"key":"e_1_2_10_2_1","doi-asserted-by":"crossref","unstructured":"Box G. E. Cox D. R. 1964An analysis of transformations.Journal of the Royal Statistical Society. Series B (Methodological) 211\u2013252.","DOI":"10.1111\/j.2517-6161.1964.tb00553.x"},{"issue":"1","key":"e_1_2_10_3_1","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1111\/j.2517-6161.1955.tb00176.x","article-title":"Permutation theory in the derivation of robust criteria and the study of departures from assumption","volume":"17","author":"Box G. E. P.","year":"1955","journal-title":"Journal of the Royal Statistical Society (Series B)"},{"key":"e_1_2_10_4_1","doi-asserted-by":"publisher","DOI":"10.1016\/S1567-4223(02)00006-6"},{"key":"e_1_2_10_5_1","doi-asserted-by":"publisher","DOI":"10.1037\/0003-066X.39.2.105"},{"key":"e_1_2_10_6_1","doi-asserted-by":"publisher","DOI":"10.2202\/1446-9022.1154"},{"key":"e_1_2_10_7_1","doi-asserted-by":"crossref","unstructured":"Ghose A. Yang S. 2007An empirical analysis of paid placement in online advertising. InProceedings of the ninth international conference on Electronic commerce (ICEC'07).","DOI":"10.1145\/1282100.1282120"},{"key":"e_1_2_10_8_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.ipm.2012.06.001"},{"key":"e_1_2_10_9_1","doi-asserted-by":"publisher","DOI":"10.2753\/JEC1086-4415160103"},{"key":"e_1_2_10_10_1","doi-asserted-by":"publisher","DOI":"10.1080\/01449290500124536"}],"container-title":["Proceedings of the American Society for Information Science and Technology"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/api.wiley.com\/onlinelibrary\/tdm\/v1\/articles\/10.1002%2Fmeet.14505001170","content-type":"unspecified","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/api.wiley.com\/onlinelibrary\/tdm\/v1\/articles\/10.1002%2Fmeet.14505001170","content-type":"application\/pdf","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/asistdl.onlinelibrary.wiley.com\/doi\/pdf\/10.1002\/meet.14505001170","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,10,20]],"date-time":"2025-10-20T09:15:07Z","timestamp":1760951707000},"score":1,"resource":{"primary":{"URL":"https:\/\/asistdl.onlinelibrary.wiley.com\/doi\/10.1002\/meet.14505001170"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2013,1]]},"references-count":9,"journal-issue":{"issue":"1","published-print":{"date-parts":[[2013,1]]}},"alternative-id":["10.1002\/meet.14505001170"],"URL":"https:\/\/doi.org\/10.1002\/meet.14505001170","archive":["Portico"],"relation":{},"ISSN":["0044-7870","1550-8390"],"issn-type":[{"type":"print","value":"0044-7870"},{"type":"electronic","value":"1550-8390"}],"subject":[],"published":{"date-parts":[[2013,1]]}}}