University of Twente Student Theses


Brand Health with Share of Search

Welter, Eva (2023) Brand Health with Share of Search.

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Abstract:This master thesis examines the link between Share of Search (SoS) and Share of Market (SoM) at the category and product levels, and the influence of pricing on this connection. It offers insights into the validity, reliability, and method transparency of the research. The study employs quantitative and exploratory research methodologies to analyze search data effectively. A large dataset from the automotive industry in the Netherlands forms the foundation of the research method. Following an in-depth correlation analysis, a moderate positive correlation was identified between SoS and SoM at both the category and product levels, with a stronger correlation observed at the product level. The relationship between SoS and SoM may be impacted by specific attributes of different car brands, such as brand image, reputation, and customer loyalty. The study emphasizes the importance of incorporating time lag in studying the correlation between SoS and SoM. Additionally, brand search volume proves to be a reliable indicator of brand health, and the application of SoS in understanding new technology growth and adoption has significant implications for businesses in terms of pricing strategies, product offerings, and marketing campaigns. To stay competitive and meet evolving consumer needs, businesses and marketers should prioritize external metrics like SoS. By combining SoS with other metrics and data sources, emerging trends can be identified, and strategies can be adapted accordingly. Although SoS offers numerous advantages, it has certain limitations, and future research should explore the relationship between SoS and consumer behavior models, examine whether SoS can serve as an indicator of attitudes, and enhance SoS as a measurement for more accurate insights into brand success.
Item Type:Essay (Master)
Trendata, Hengelo, Netherlands
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 85 business administration, organizational science
Programme:Communication Studies MSc (60713)
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