University of Twente Student Theses


Just Google it. A qualitative study on SEO and SEA practices.

Kocher, Pierre/P. Mr. (2022) Just Google it. A qualitative study on SEO and SEA practices.

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Abstract:This research is exploratory in nature and aims to evaluate the dynamics of search engine marketing practices, such as search engine optimization and search engine advertisement. It also addresses the literature gap on how these practices possibly influence search engines regarding the creation of information clusters, known better by the metaphors ‘filter bubble’ and ‘echo chamber’. These concepts will be evaluated, explained, and investigated by taking into account further factors that influence this dynamic such as the user's search intent. The overall aim is to find out more about how marketing practices influence Google’s algorithms, which eventually leads to an influence on the end-user. Establishing these connections will open up the field for further research on individual choices in digital environments, and whether marketers have an influence on these choices.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies BSc (56615)
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