Advertising as Information for Ranking E-Commerce Search Listings

被引：3

作者：

Yang, Joonhyuk ^{[1
]}

Sahni, Navdeep S. ^{[2
]}

Nair, Harikesh S. ^{[2
]}

Xiong, Xi ^{[3
]}

机构：

[1] Univ Notre Dame, Mendoza Coll Business, Notre Dame, IN 46556 USA

[2] Stanford Univ, Grad Sch Business, Stanford, CA 94305 USA

[3] TikTok, Culver City, CA 90230 USA

来源：

MARKETING SCIENCE | 2024年 / 43卷 / 02期

关键词：

advertising as information; search engines; new products; platform businesses; e-commerce; field experiments; DYNAMIC-MODEL; REPUTATION; PRICE;

D O I：

10.1287/mksc.2021.0292

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Search engines and e-commerce platforms have substantial difficulty exposing new products to their users on account of an information problem: new products typically do not have enough sales or other user engagement that enables platforms to reliably assess product quality. This paper evaluates the role of advertising in providing information to the platform regarding new product quality so as to solve this "cold start" problem and to engineer higher quality organic listings. Using a large-scale experiment implemented at JD.com-a large e-commerce platform in China-we show that using ad propensity information for ranking new products benefits both the platform and consumers. Our findings showcase a new channel by which advertising can potentially improve outcomes for consumers and platforms in e-commerce through its ability to reveal information that can be used by platforms to improve search ranking algorithms.

引用

页码：360 / 377

页数：19

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