Document (#42024)

Author
Lewandowski, D.
Sünkler, S.
Hanisch, F.
Title
Anzeigenkennzeichnung auf Suchergebnisseiten : Empirische Ergebnisse und Implikationen für die Forschung
Source
Information - Wissenschaft und Praxis. 70(2019) H.1, S.3-14
Year
2019
Abstract
In diesem Aufsatz stellen wir eine repräsentative Multimethodenstudie (bestehend aus Umfrage, aufgabenbasierter Nutzerstudie und OnlineExperiment) zum Wissen und Verhalten der deutschen Internetnutzer bezüglich der Anzeigen auf Google-Suchergebnisseiten vor. Die Ergebnisse zeigen, dass die überwiegende Mehrzahl der Nutzenden nicht hinreichend in der Lage ist, Werbung von organischen Ergebnissen zu unterscheiden. Die aufgabenbasierte Studie zeigt, dass lediglich 1,3 Prozent der Teilnehmenden alle Anzeigen und organischen Ergebnisse richtig markieren konnten. 9,6 Prozent haben ausschließlich korrekte Markierungen vorgenommen, dabei aber keine Vollständigkeit erreicht. Aus den Ergebnissen der Umfrage geht hervor, dass es viele Unklarheiten gibt über das Geschäftsmodell von Google und die Art und Weise, wie Suchmaschinenwerbung funktioniert. Die Ergebnisse des Online-Experiments zeigen, dass Nutzende, die die Unterscheidung zwischen Anzeigen und organischen Ergebnissen nicht verstehen, etwa doppelt so häufig auf Anzeigen klicken wie diejenigen, die diese Unterscheidung verstehen. Implikationen für die Forschung ergeben sich in den Bereichen Wiederholungsstudien bzw. Monitoring der Anzeigendarstellung, vertiefende Laborstudien, Modelle des Informationsverhaltens, Informationskompetenz und Entwicklung fairer Suchmaschinen.
Content
Vgl.: https://doi.org/10.1515/iwp-2019-0001.
Footnote
Teil eines Themenheftes.
Theme
Suchmaschinen

Similar documents (author)

  1. Lewandowski, D.; Sünkler, S.: ¬Das Relevance Assessment Tool : eine modulare Software zur Unterstützung bei der Durchführung vielfältiger Studien mit Suchmaschinen (2019) 6.00
    5.99654 = sum of:
      5.99654 = sum of:
        2.1922493 = weight(author_txt:lewandowski in 1945) [ClassicSimilarity], result of:
          2.1922493 = score(doc=1945,freq=1.0), product of:
            0.56930894 = queryWeight, product of:
              7.7014403 = idf(docFreq=51, maxDocs=42306)
              0.073922396 = queryNorm
            3.8507202 = fieldWeight in 1945, product of:
              1.0 = tf(freq=1.0), with freq of:
                1.0 = termFreq=1.0
              7.7014403 = idf(docFreq=51, maxDocs=42306)
              0.5 = fieldNorm(doc=1945)
        3.8042908 = weight(author_txt:sünkler in 1945) [ClassicSimilarity], result of:
          3.8042908 = score(doc=1945,freq=1.0), product of:
            0.8221237 = queryWeight, product of:
              1.2016959 = boost
              9.254789 = idf(docFreq=10, maxDocs=42306)
              0.073922396 = queryNorm
            4.6273947 = fieldWeight in 1945, product of:
              1.0 = tf(freq=1.0), with freq of:
                1.0 = termFreq=1.0
              9.254789 = idf(docFreq=10, maxDocs=42306)
              0.5 = fieldNorm(doc=1945)
    
  2. Lewandowski, D.; Sünkler, S.; Kerkmann, F.: Are ads on Google search engine results pages labeled clearly enough? : the influence of knowledge on search ads on users' selection behaviour (2017) 4.50
    4.497405 = sum of:
      4.497405 = sum of:
        1.644187 = weight(author_txt:lewandowski in 486) [ClassicSimilarity], result of:
          1.644187 = score(doc=486,freq=1.0), product of:
            0.56930894 = queryWeight, product of:
              7.7014403 = idf(docFreq=51, maxDocs=42306)
              0.073922396 = queryNorm
            2.88804 = fieldWeight in 486, product of:
              1.0 = tf(freq=1.0), with freq of:
                1.0 = termFreq=1.0
              7.7014403 = idf(docFreq=51, maxDocs=42306)
              0.375 = fieldNorm(doc=486)
        2.853218 = weight(author_txt:sünkler in 486) [ClassicSimilarity], result of:
          2.853218 = score(doc=486,freq=1.0), product of:
            0.8221237 = queryWeight, product of:
              1.2016959 = boost
              9.254789 = idf(docFreq=10, maxDocs=42306)
              0.073922396 = queryNorm
            3.470546 = fieldWeight in 486, product of:
              1.0 = tf(freq=1.0), with freq of:
                1.0 = termFreq=1.0
              9.254789 = idf(docFreq=10, maxDocs=42306)
              0.375 = fieldNorm(doc=486)
    
  3. Schaer, P.; Mayr, P.; Sünkler, S.; Lewandowski, D.: How relevant is the long tail? : a relevance assessment study on million short (2016) 3.75
    3.747838 = sum of:
      3.747838 = sum of:
        1.3701559 = weight(author_txt:lewandowski in 63) [ClassicSimilarity], result of:
          1.3701559 = score(doc=63,freq=1.0), product of:
            0.56930894 = queryWeight, product of:
              7.7014403 = idf(docFreq=51, maxDocs=42306)
              0.073922396 = queryNorm
            2.4067001 = fieldWeight in 63, product of:
              1.0 = tf(freq=1.0), with freq of:
                1.0 = termFreq=1.0
              7.7014403 = idf(docFreq=51, maxDocs=42306)
              0.3125 = fieldNorm(doc=63)
        2.377682 = weight(author_txt:sünkler in 63) [ClassicSimilarity], result of:
          2.377682 = score(doc=63,freq=1.0), product of:
            0.8221237 = queryWeight, product of:
              1.2016959 = boost
              9.254789 = idf(docFreq=10, maxDocs=42306)
              0.073922396 = queryNorm
            2.8921218 = fieldWeight in 63, product of:
              1.0 = tf(freq=1.0), with freq of:
                1.0 = termFreq=1.0
              9.254789 = idf(docFreq=10, maxDocs=42306)
              0.3125 = fieldNorm(doc=63)
    
  4. Lewandowski, D.; Kerkmann, F.; Rümmele, S.; Sünkler, S.: ¬An empirical investigation on search engine ad disclosure (2018) 3.75
    3.747838 = sum of:
      3.747838 = sum of:
        1.3701559 = weight(author_txt:lewandowski in 1034) [ClassicSimilarity], result of:
          1.3701559 = score(doc=1034,freq=1.0), product of:
            0.56930894 = queryWeight, product of:
              7.7014403 = idf(docFreq=51, maxDocs=42306)
              0.073922396 = queryNorm
            2.4067001 = fieldWeight in 1034, product of:
              1.0 = tf(freq=1.0), with freq of:
                1.0 = termFreq=1.0
              7.7014403 = idf(docFreq=51, maxDocs=42306)
              0.3125 = fieldNorm(doc=1034)
        2.377682 = weight(author_txt:sünkler in 1034) [ClassicSimilarity], result of:
          2.377682 = score(doc=1034,freq=1.0), product of:
            0.8221237 = queryWeight, product of:
              1.2016959 = boost
              9.254789 = idf(docFreq=10, maxDocs=42306)
              0.073922396 = queryNorm
            2.8921218 = fieldWeight in 1034, product of:
              1.0 = tf(freq=1.0), with freq of:
                1.0 = termFreq=1.0
              9.254789 = idf(docFreq=10, maxDocs=42306)
              0.3125 = fieldNorm(doc=1034)
    
  5. Lewandowski, D.; Krewinkel, A.; Gleissner, M.; Osterode, D.; Tolg, B.; Holle, M.; Sünkler, S.: Entwicklung und Anwendung einer Software zur automatisierten Kontrolle des Lebensmittelmarktes im Internet mit informationswissenschaftlichen Methoden (2019) 3.00
    2.99827 = sum of:
      2.99827 = sum of:
        1.0961246 = weight(author_txt:lewandowski in 1944) [ClassicSimilarity], result of:
          1.0961246 = score(doc=1944,freq=1.0), product of:
            0.56930894 = queryWeight, product of:
              7.7014403 = idf(docFreq=51, maxDocs=42306)
              0.073922396 = queryNorm
            1.9253601 = fieldWeight in 1944, product of:
              1.0 = tf(freq=1.0), with freq of:
                1.0 = termFreq=1.0
              7.7014403 = idf(docFreq=51, maxDocs=42306)
              0.25 = fieldNorm(doc=1944)
        1.9021454 = weight(author_txt:sünkler in 1944) [ClassicSimilarity], result of:
          1.9021454 = score(doc=1944,freq=1.0), product of:
            0.8221237 = queryWeight, product of:
              1.2016959 = boost
              9.254789 = idf(docFreq=10, maxDocs=42306)
              0.073922396 = queryNorm
            2.3136973 = fieldWeight in 1944, product of:
              1.0 = tf(freq=1.0), with freq of:
                1.0 = termFreq=1.0
              9.254789 = idf(docFreq=10, maxDocs=42306)
              0.25 = fieldNorm(doc=1944)
    

Similar documents (content)

  1. Geiß, D.: Aus der Praxis der Patentinformation : Übersicht über die Entwicklung der elektronischen Medien bei Patentbehörden und Datenbankprovidern (2005) 0.10
    0.09673348 = sum of:
      0.09673348 = product of:
        0.6045843 = sum of:
          0.27713928 = weight(abstract_txt:prozent in 4423) [ClassicSimilarity], result of:
            0.27713928 = score(doc=4423,freq=7.0), product of:
              0.17778023 = queryWeight, product of:
                1.6298178 = boost
                7.5418105 = idf(docFreq=60, maxDocs=42306)
                0.0144633455 = queryNorm
              1.558887 = fieldWeight in 4423, product of:
                2.6457512 = tf(freq=7.0), with freq of:
                  7.0 = termFreq=7.0
                7.5418105 = idf(docFreq=60, maxDocs=42306)
                0.078125 = fieldNorm(doc=4423)
          0.16403808 = weight(abstract_txt:umfrage in 4423) [ClassicSimilarity], result of:
            0.16403808 = score(doc=4423,freq=2.0), product of:
              0.19028468 = queryWeight, product of:
                1.6861619 = boost
                7.8025365 = idf(docFreq=46, maxDocs=42306)
                0.0144633455 = queryNorm
              0.8620666 = fieldWeight in 4423, product of:
                1.4142135 = tf(freq=2.0), with freq of:
                  2.0 = termFreq=2.0
                7.8025365 = idf(docFreq=46, maxDocs=42306)
                0.078125 = fieldNorm(doc=4423)
          0.08187173 = weight(abstract_txt:dass in 4423) [ClassicSimilarity], result of:
            0.08187173 = score(doc=4423,freq=3.0), product of:
              0.13177802 = queryWeight, product of:
                1.984421 = boost
                4.5913496 = idf(docFreq=1165, maxDocs=42306)
                0.0144633455 = queryNorm
              0.6212852 = fieldWeight in 4423, product of:
                1.7320508 = tf(freq=3.0), with freq of:
                  3.0 = termFreq=3.0
                4.5913496 = idf(docFreq=1165, maxDocs=42306)
                0.078125 = fieldNorm(doc=4423)
          0.08153514 = weight(abstract_txt:ergebnisse in 4423) [ClassicSimilarity], result of:
            0.08153514 = score(doc=4423,freq=1.0), product of:
              0.18953551 = queryWeight, product of:
                2.3798943 = boost
                5.506355 = idf(docFreq=466, maxDocs=42306)
                0.0144633455 = queryNorm
              0.43018398 = fieldWeight in 4423, product of:
                1.0 = tf(freq=1.0), with freq of:
                  1.0 = termFreq=1.0
                5.506355 = idf(docFreq=466, maxDocs=42306)
                0.078125 = fieldNorm(doc=4423)
        0.16 = coord(4/25)
    
  2. Braschler, M.; Heuwing, B.; Mandl, T.; Womser-Hacker, C.; Herget, J.; Schäuble, P.; Stuker, J.: Evaluation der Suchfunktion deutscher Unternehmenswebsites (2013) 0.09
    0.09387427 = sum of:
      0.09387427 = product of:
        0.46937132 = sum of:
          0.03863287 = weight(abstract_txt:google in 2943) [ClassicSimilarity], result of:
            0.03863287 = score(doc=2943,freq=1.0), product of:
              0.09142999 = queryWeight, product of:
                1.168804 = boost
                5.4085174 = idf(docFreq=514, maxDocs=42306)
                0.0144633455 = queryNorm
              0.42254043 = fieldWeight in 2943, product of:
                1.0 = tf(freq=1.0), with freq of:
                  1.0 = termFreq=1.0
                5.4085174 = idf(docFreq=514, maxDocs=42306)
                0.078125 = fieldNorm(doc=2943)
          0.05812233 = weight(abstract_txt:zeigen in 2943) [ClassicSimilarity], result of:
            0.05812233 = score(doc=2943,freq=1.0), product of:
              0.12004555 = queryWeight, product of:
                1.3392769 = boost
                6.197363 = idf(docFreq=233, maxDocs=42306)
                0.0144633455 = queryNorm
              0.48416898 = fieldWeight in 2943, product of:
                1.0 = tf(freq=1.0), with freq of:
                  1.0 = termFreq=1.0
                6.197363 = idf(docFreq=233, maxDocs=42306)
                0.078125 = fieldNorm(doc=2943)
          0.06684799 = weight(abstract_txt:dass in 2943) [ClassicSimilarity], result of:
            0.06684799 = score(doc=2943,freq=2.0), product of:
              0.13177802 = queryWeight, product of:
                1.984421 = boost
                4.5913496 = idf(docFreq=1165, maxDocs=42306)
                0.0144633455 = queryNorm
              0.50727725 = fieldWeight in 2943, product of:
                1.4142135 = tf(freq=2.0), with freq of:
                  2.0 = termFreq=2.0
                4.5913496 = idf(docFreq=1165, maxDocs=42306)
                0.078125 = fieldNorm(doc=2943)
          0.19046006 = weight(abstract_txt:ergebnissen in 2943) [ClassicSimilarity], result of:
            0.19046006 = score(doc=2943,freq=2.0), product of:
              0.24062482 = queryWeight, product of:
                2.3222725 = boost
                7.1640477 = idf(docFreq=88, maxDocs=42306)
                0.0144633455 = queryNorm
              0.7915229 = fieldWeight in 2943, product of:
                1.4142135 = tf(freq=2.0), with freq of:
                  2.0 = termFreq=2.0
                7.1640477 = idf(docFreq=88, maxDocs=42306)
                0.078125 = fieldNorm(doc=2943)
          0.11530809 = weight(abstract_txt:ergebnisse in 2943) [ClassicSimilarity], result of:
            0.11530809 = score(doc=2943,freq=2.0), product of:
              0.18953551 = queryWeight, product of:
                2.3798943 = boost
                5.506355 = idf(docFreq=466, maxDocs=42306)
                0.0144633455 = queryNorm
              0.608372 = fieldWeight in 2943, product of:
                1.4142135 = tf(freq=2.0), with freq of:
                  2.0 = termFreq=2.0
                5.506355 = idf(docFreq=466, maxDocs=42306)
                0.078125 = fieldNorm(doc=2943)
        0.2 = coord(5/25)
    
  3. Weber, K.: Search engine bias (2011) 0.08
    0.08063747 = sum of:
      0.08063747 = product of:
        0.40318733 = sum of:
          0.061812587 = weight(abstract_txt:google in 2352) [ClassicSimilarity], result of:
            0.061812587 = score(doc=2352,freq=4.0), product of:
              0.09142999 = queryWeight, product of:
                1.168804 = boost
                5.4085174 = idf(docFreq=514, maxDocs=42306)
                0.0144633455 = queryNorm
              0.67606467 = fieldWeight in 2352, product of:
                2.0 = tf(freq=4.0), with freq of:
                  4.0 = termFreq=4.0
                5.4085174 = idf(docFreq=514, maxDocs=42306)
                0.0625 = fieldNorm(doc=2352)
          0.065757915 = weight(abstract_txt:zeigen in 2352) [ClassicSimilarity], result of:
            0.065757915 = score(doc=2352,freq=2.0), product of:
              0.12004555 = queryWeight, product of:
                1.3392769 = boost
                6.197363 = idf(docFreq=233, maxDocs=42306)
                0.0144633455 = queryNorm
              0.5477747 = fieldWeight in 2352, product of:
                1.4142135 = tf(freq=2.0), with freq of:
                  2.0 = termFreq=2.0
                6.197363 = idf(docFreq=233, maxDocs=42306)
                0.0625 = fieldNorm(doc=2352)
          0.07562987 = weight(abstract_txt:dass in 2352) [ClassicSimilarity], result of:
            0.07562987 = score(doc=2352,freq=4.0), product of:
              0.13177802 = queryWeight, product of:
                1.984421 = boost
                4.5913496 = idf(docFreq=1165, maxDocs=42306)
                0.0144633455 = queryNorm
              0.5739187 = fieldWeight in 2352, product of:
                2.0 = tf(freq=4.0), with freq of:
                  4.0 = termFreq=4.0
                4.5913496 = idf(docFreq=1165, maxDocs=42306)
                0.0625 = fieldNorm(doc=2352)
          0.10774048 = weight(abstract_txt:ergebnissen in 2352) [ClassicSimilarity], result of:
            0.10774048 = score(doc=2352,freq=1.0), product of:
              0.24062482 = queryWeight, product of:
                2.3222725 = boost
                7.1640477 = idf(docFreq=88, maxDocs=42306)
                0.0144633455 = queryNorm
              0.44775298 = fieldWeight in 2352, product of:
                1.0 = tf(freq=1.0), with freq of:
                  1.0 = termFreq=1.0
                7.1640477 = idf(docFreq=88, maxDocs=42306)
                0.0625 = fieldNorm(doc=2352)
          0.09224648 = weight(abstract_txt:ergebnisse in 2352) [ClassicSimilarity], result of:
            0.09224648 = score(doc=2352,freq=2.0), product of:
              0.18953551 = queryWeight, product of:
                2.3798943 = boost
                5.506355 = idf(docFreq=466, maxDocs=42306)
                0.0144633455 = queryNorm
              0.48669758 = fieldWeight in 2352, product of:
                1.4142135 = tf(freq=2.0), with freq of:
                  2.0 = termFreq=2.0
                5.506355 = idf(docFreq=466, maxDocs=42306)
                0.0625 = fieldNorm(doc=2352)
        0.2 = coord(5/25)
    
  4. Oßwald, A.: Significant properties digitaler Objekte : Ergebnisse aus Fallstudien (2010) 0.07
    0.06823194 = sum of:
      0.06823194 = product of:
        0.42644966 = sum of:
          0.0697468 = weight(abstract_txt:zeigen in 1676) [ClassicSimilarity], result of:
            0.0697468 = score(doc=1676,freq=1.0), product of:
              0.12004555 = queryWeight, product of:
                1.3392769 = boost
                6.197363 = idf(docFreq=233, maxDocs=42306)
                0.0144633455 = queryNorm
              0.5810028 = fieldWeight in 1676, product of:
                1.0 = tf(freq=1.0), with freq of:
                  1.0 = termFreq=1.0
                6.197363 = idf(docFreq=233, maxDocs=42306)
                0.09375 = fieldNorm(doc=1676)
          0.056722403 = weight(abstract_txt:dass in 1676) [ClassicSimilarity], result of:
            0.056722403 = score(doc=1676,freq=1.0), product of:
              0.13177802 = queryWeight, product of:
                1.984421 = boost
                4.5913496 = idf(docFreq=1165, maxDocs=42306)
                0.0144633455 = queryNorm
              0.43043903 = fieldWeight in 1676, product of:
                1.0 = tf(freq=1.0), with freq of:
                  1.0 = termFreq=1.0
                4.5913496 = idf(docFreq=1165, maxDocs=42306)
                0.09375 = fieldNorm(doc=1676)
          0.16161072 = weight(abstract_txt:ergebnissen in 1676) [ClassicSimilarity], result of:
            0.16161072 = score(doc=1676,freq=1.0), product of:
              0.24062482 = queryWeight, product of:
                2.3222725 = boost
                7.1640477 = idf(docFreq=88, maxDocs=42306)
                0.0144633455 = queryNorm
              0.6716295 = fieldWeight in 1676, product of:
                1.0 = tf(freq=1.0), with freq of:
                  1.0 = termFreq=1.0
                7.1640477 = idf(docFreq=88, maxDocs=42306)
                0.09375 = fieldNorm(doc=1676)
          0.13836972 = weight(abstract_txt:ergebnisse in 1676) [ClassicSimilarity], result of:
            0.13836972 = score(doc=1676,freq=2.0), product of:
              0.18953551 = queryWeight, product of:
                2.3798943 = boost
                5.506355 = idf(docFreq=466, maxDocs=42306)
                0.0144633455 = queryNorm
              0.7300464 = fieldWeight in 1676, product of:
                1.4142135 = tf(freq=2.0), with freq of:
                  2.0 = termFreq=2.0
                5.506355 = idf(docFreq=466, maxDocs=42306)
                0.09375 = fieldNorm(doc=1676)
        0.16 = coord(4/25)
    
  5. Günther, M.: Vermitteln Suchmaschinen vollständige Bilder aktueller Themen? : Untersuchung der Gewichtung inhaltlicher Aspekte von Suchmaschinenergebnissen in Deutschland und den USA (2016) 0.06
    0.061838493 = sum of:
      0.061838493 = product of:
        0.38649058 = sum of:
          0.054635122 = weight(abstract_txt:google in 69) [ClassicSimilarity], result of:
            0.054635122 = score(doc=69,freq=2.0), product of:
              0.09142999 = queryWeight, product of:
                1.168804 = boost
                5.4085174 = idf(docFreq=514, maxDocs=42306)
                0.0144633455 = queryNorm
              0.5975624 = fieldWeight in 69, product of:
                1.4142135 = tf(freq=2.0), with freq of:
                  2.0 = termFreq=2.0
                5.4085174 = idf(docFreq=514, maxDocs=42306)
                0.078125 = fieldNorm(doc=69)
          0.08187173 = weight(abstract_txt:dass in 69) [ClassicSimilarity], result of:
            0.08187173 = score(doc=69,freq=3.0), product of:
              0.13177802 = queryWeight, product of:
                1.984421 = boost
                4.5913496 = idf(docFreq=1165, maxDocs=42306)
                0.0144633455 = queryNorm
              0.6212852 = fieldWeight in 69, product of:
                1.7320508 = tf(freq=3.0), with freq of:
                  3.0 = termFreq=3.0
                4.5913496 = idf(docFreq=1165, maxDocs=42306)
                0.078125 = fieldNorm(doc=69)
          0.1346756 = weight(abstract_txt:ergebnissen in 69) [ClassicSimilarity], result of:
            0.1346756 = score(doc=69,freq=1.0), product of:
              0.24062482 = queryWeight, product of:
                2.3222725 = boost
                7.1640477 = idf(docFreq=88, maxDocs=42306)
                0.0144633455 = queryNorm
              0.55969125 = fieldWeight in 69, product of:
                1.0 = tf(freq=1.0), with freq of:
                  1.0 = termFreq=1.0
                7.1640477 = idf(docFreq=88, maxDocs=42306)
                0.078125 = fieldNorm(doc=69)
          0.11530809 = weight(abstract_txt:ergebnisse in 69) [ClassicSimilarity], result of:
            0.11530809 = score(doc=69,freq=2.0), product of:
              0.18953551 = queryWeight, product of:
                2.3798943 = boost
                5.506355 = idf(docFreq=466, maxDocs=42306)
                0.0144633455 = queryNorm
              0.608372 = fieldWeight in 69, product of:
                1.4142135 = tf(freq=2.0), with freq of:
                  2.0 = termFreq=2.0
                5.506355 = idf(docFreq=466, maxDocs=42306)
                0.078125 = fieldNorm(doc=69)
        0.16 = coord(4/25)