{
    "format": "smartscholars-doi-metadata/1.0",
    "doi": "10.46243/jst.2023.v8.i12.pp168-184",
    "referent": "Creation",
    "type": "JournalArticle",
    "structural_type": "Digital",
    "modes": [
        "Visual"
    ],
    "characters": [
        "Language"
    ],
    "titles": [
        {
            "value": "ENHANCING SEARCH ADVERTISING RECOGNITION: A COMPREHENSIVE STUDY ON FEATURE ENGINEERING TECHNIQUES AND THEIR IMPACT ON USER ENGAGEMENT",
            "type": "PrincipalTitle",
            "lang": "en"
        }
    ],
    "identifiers": [
        {
            "type": "DOI",
            "value": "10.46243/jst.2023.v8.i12.pp168-184"
        }
    ],
    "agents": [
        {
            "role": "author",
            "name": {
                "given": "S. Samreen",
                "family": "S. Samreen"
            },
            "sequence": "first"
        },
        {
            "role": "publisher",
            "name": {
                "org": "Longman Publishers"
            }
        }
    ],
    "dates": {
        "published": "2023-12-12",
        "date_type": "PublicationDate",
        "online": "2023-12-12"
    },
    "language": "en",
    "container": {
        "type": "Journal",
        "titles": [
            {
                "value": "Journal of Science & Technology",
                "type": "PrincipalTitle"
            }
        ],
        "identifiers": [
            {
                "type": "ISSN",
                "value": "2456-5660",
                "medium": "electronic"
            }
        ],
        "volume": "8",
        "issue": "12",
        "pages": {
            "first": "168",
            "last": "184"
        }
    },
    "links": [
        {
            "url": "https://www.jst.org.in/index.php/pub/article/view/887",
            "return_type": "text/html",
            "primary": true
        },
        {
            "url": "https://www.jst.org.in/index.php/pub/article/download/887/814",
            "purpose": "text-mining",
            "return_type": "application/pdf"
        },
        {
            "url": "https://www.jst.org.in/index.php/pub/article/download/887/1676",
            "purpose": "text-mining",
            "return_type": "application/xml"
        },
        {
            "url": "https://jst.org.in/admin/uploads/B2.Enhancing_Search_Advertising_Recognition2.pdf",
            "purpose": "similarity-checking"
        }
    ],
    "abstract": {
        "value": "In the realm of digital advertising, particularly in the context of search engine advertising, businesses compete for visibility and user engagement. Search advertising recognition refers to the process of identifying relevant ads to display when a user performs a search query. The effectiveness of this recognition directly impacts the user experience and the revenue generated by advertisers and search engines. Traditional systems for search advertising recognition often relied heavily on keyword matching, bid prices, and ad quality scores. These systems used rule-based algorithms and heuristics to match user queries with relevant ads. While effective to some extent, they lacked the ability to understand the semantic context of the queries or the intent behind them. This limitation led to the development of more intelligent and adaptive systems. Thus, effective search advertising recognition is crucial for search engines like Google, Bing, or Yahoo, as well as for advertisers. Advertisers need their ads to be shown to the right audience, ensuring their investments translate into meaningful leads or sales. Users, on the other hand, rely on search engines to provide them with accurate and relevant results quickly. Therefore, this research aims to build a system with the goal is to identify the most relevant ads from a pool of available advertisements. The relevance of an ad is determined by various factors such as the semantic match between the query and the ad, historical user behavior, and the quality of the ad itself. The proposed model can accurately predict the user’s intent based on the query and select ads that are not only contextually relevant but also likely to result in user engagement",
        "lang": "en"
    },
    "license": {
        "url": "https://creativecommons.org/licenses/by/4.0/",
        "start": "2023-12-12",
        "applies_to": "vor"
    },
    "references": [
        {
            "key": "ref1",
            "doi": "10.1177/0008125620958166",
            "unstructured": "Haenlein, M.; Anadol, E.; Farnsworth, T.; Hugo, H.; Hunichen, J.; Welte, D. Navigating the New Era of Influencer Marketing: How to Be Successful on Instagram, TikTok, & Co. Calif. Manage. Rev. 2020, 63, 5–25. [.] [.]"
        },
        {
            "key": "ref2",
            "doi": "10.1016/j.jretconser.2022.102940",
            "unstructured": "Cheung, M.L.; Leung, W.K.S.; Aw, E.C.-X.; Koay, K.Y. ―I Follow What You Post!‖: The Role of Social Media Influencers’ Content Characteristics in Consumers’ Online Brand-Related Activities (COBRAs). J. Retail. Consum. Serv. 2022, 66, 102940. [.] [.]"
        },
        {
            "key": "ref3",
            "doi": "10.1016/j.chb.2016.11.009",
            "unstructured": "Djafarova, E.; Rushworth, C. Exploring the Credibility of Online Celebrities’ Instagram Profiles in Influencing the Purchase Decisions of Young Female Users. Comput. Hum. Behav. 2017, 68, 1–7. [.] [.]"
        },
        {
            "key": "ref4",
            "doi": "10.1093/hcr/hqab006",
            "unstructured": "Breves, P.; Liebers, N.; Motschenbacher, B.; Reus, L. Reducing Resistance: The Impact of Nonfollowers’ and Followers’ Parasocial Relationships with Social Media Influencers on Persuasive Resistance and Advertising Effectiveness. Hum. Commun. Res. 2021, 47, 418–443. [.] [.]"
        },
        {
            "key": "ref5",
            "doi": "10.1177/2046147x20920816",
            "unstructured": "Coco, S.L.; Eckert, S. #sponsored: Consumer Insights on Social Media Influencer Marketing. Public Relat. Inq. 2020, 9, 177–194. [.] [.]"
        },
        {
            "key": "ref6",
            "doi": "10.1016/j.ijresmar.2008.03.004",
            "unstructured": "De Bruyn, A.; Lilien, G.L. A Multi-Stage Model of Word-of-Mouth Influence through Viral Marketing. Int. J. Res. Mark. 2008, 25, 151–"
        },
        {
            "key": "ref7",
            "doi": "10.1080/02650487.2019.1634898",
            "unstructured": "Schouten, A.P.; Janssen, L.; Verspaget, M. Celebrity vs. Influencer Endorsements in Advertising: The Role of Identification, Credibility, and Product-Endorser Fit. Int. J. Advert. 2020, 39, 258–281. [.] [.] Figure 12: Displays the user search for unique advertainments. Figure 13: Displays the User Rating to Adds. S. Samreen, K. Harshitha, K. Neha, K Sai Sindhusha: ENHANCING SEARCH ADVERTISING RECOGNITION: A COMPREHENSIVE STUDY ON FEATURE ENGINEERING TECHNIQUES AND THEIR IMPACT ON USER ENGAGEMENT"
        },
        {
            "key": "ref8",
            "doi": "10.1108/jfmm-10-2017-0101",
            "unstructured": "Esteban-Santos, L.; García Medina, I.; Carey, L.; Bellido-Pérez, E. Fashion Bloggers: Communication Tools for the Fashion Industry. J. Fash. Mark. Manag. Int. J. 2018, 22, 420–"
        },
        {
            "key": "ref9",
            "unstructured": "Jean, L.; Rozaini, A.; Radzol, M.; Hwa, C.; Wong, M. The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude. Asian J. Bus. Res. 2019, 7, 19–36. [.]"
        },
        {
            "key": "ref10",
            "doi": "10.1108/bij-05-2017-0092",
            "unstructured": "Yadav, M.; Rahman, Z. The Influence of Social Media Marketing Activities on Customer Loyalty: A Study of e-Commerce Industry. Benchmarking Int. J. 2018, 25, 3882–3905. [.] [.]"
        },
        {
            "key": "ref11",
            "doi": "10.1108/jfmm-08-2019-0157",
            "unstructured": "Chetioui, Y.; Benlafqih, H.; Lebdaoui, H. How Fashion Influencers Contribute to Consumers’ Purchase Intention. J. Fash. Mark. Manag. Int. J. 2020, 24, 361–380. [.] [.]"
        },
        {
            "key": "ref12",
            "unstructured": "Wang, S.; Wong, F.Y. Social Media Influencers’ Impact to Purchase Intention: The Moderating Effect of Brand Engagement. J. Mark. Adv. Pract. 2021, 3, 17–42. [.]"
        },
        {
            "key": "ref13",
            "doi": "10.1509/jmkg.66.1.15.18449",
            "unstructured": "Sirdeshmukh, D.; Singh, J.; Sabol, B. Consumer Trust, Value, and Loyalty in Relational Exchanges. J. Mark. 2002, 66, 15–37. [.] [.]"
        },
        {
            "key": "ref14",
            "doi": "10.1108/jfmm-03-2020-0050",
            "unstructured": "Mainolfi, G.; Vergura, D.T. The Influence of Fashion Blogger Credibility, Engagement and Homophily on Intentions to Buy and e-WOM. Results of a Binational Study. J. Fash. Mark. Manag. Int. J. 2021, 26, 473–494. [.] [.]"
        },
        {
            "key": "ref15",
            "doi": "10.1080/02650487.2015.1137537",
            "unstructured": "Bergkvist, L.; Zhou, K.Q. Celebrity Endorsements: A Literature Review and Research Agenda. Int. J. Advert. 2016, 35, 642–663. Available online: https://www.tandfonline. com/doi/abs/10.1080/02650487.2015.113753 7 (accessed on 23 January 2023). [.]"
        },
        {
            "key": "ref16",
            "doi": "10.1002/mar.4220110502",
            "unstructured": "Lynch, J.; Schuler, D. The Matchup Effect of Spokesperson and Product Congruency: A Schema Theory Interpretation. Psychol. Mark. 1994, 11, 417–445. [.] [.]"
        },
        {
            "key": "ref17",
            "doi": "10.4018/jeco.2021070102",
            "unstructured": "Ezenwafor, E.C.; Ayodele, A.A.; Nwaizugbo, C.I. Social Media Marketing and Brand Loyalty Among Online Shoppers in Anambra State, Nigeria: Mediating Effect of Brand Awareness. J. Electron. Commer. Organ. JECO 2021, 19, 16–27. [.] [.]"
        },
        {
            "key": "ref18",
            "doi": "10.1002/cb.1945",
            "unstructured": "Chen, K.-J.; Lin, J.-S.; Shan, Y. Influencer Marketing in China: The Roles of Parasocial Identification, Consumer Engagement, and Inferences of Manipulative Intent. J. Consum. Behav. 2021, 20, 1436–1448. [.] [.]"
        },
        {
            "key": "ref19",
            "doi": "10.1080/10496491.2017.1323262",
            "unstructured": "Gautam, V.; Sharma, V. The Mediating Role of Customer Relationship on the Social Media Marketing and Purchase Intention Relationship with Special Reference to Luxury Fashion Brands. J. Promot. Manag. 2017, 23, 872–888. [.] [.]"
        },
        {
            "key": "ref20",
            "doi": "10.1016/j.jbusres.2011.10.014",
            "unstructured": "Kim, A.J.; Ko, E. Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study of Luxury Fashion Brand. J. Bus. Res. 2012, 65, 1480–1486. [.] [.]"
        },
        {
            "key": "ref21",
            "doi": "10.1108/intr-02-2014-0041",
            "unstructured": "Liljander, V.; Gummerus, J.; Söderlund, M. Young Consumers’ Responses to Suspected Covert and Overt Blog Marketing. Internet Res. 2015, 25, 610–632. [.] [.]"
        },
        {
            "key": "ref22",
            "doi": "10.1080/02650487.2014.995284",
            "unstructured": "Fransen, M.L.; Verlegh, P.W.J.; Kirmani, A.; Smit, E.G. A Typology of Consumer Strategies for Resisting Advertising, and a Review of Mechanisms for Countering Them. Int. J. Advert. 2015, 34, 6–16. [.] [.]"
        },
        {
            "key": "ref23",
            "doi": "10.1002/mar.21244",
            "unstructured": "Ki, C.-W.C.; Kim, Y.-K. The Mechanism by Which Social Media Influencers Persuade Consumers: The Role of Consumers’ Desire to Mimic. Psychol. Mark. 2019, 36, 905–922. [.] [.]"
        }
    ],
    "record": {
        "registrant": "Longman Publishers",
        "registered": "2024-02-16",
        "updated": "2026-09-17",
        "issue_number": 1,
        "source": "crossref-api",
        "source_agency": "Crossref (member 25296)"
    }
}