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Buckland, M.K.; Liu, Z.: History of information science (1995)
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- Date
- 13. 6.1996 19:22:20
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Liu, Z.: Dissipative structure theory, synergetics, and their implications for the management of information systems (1996)
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- Source
- Journal of the American Society for Information Science. 47(1996) no.2, S.129-135
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Rada, R.; Liu, Z.; Zheng, M.: Connecting educational information spaces (1997)
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- Abstract
- Online textbooks can be connected to other sources of information to improve their educational value. We describe 2 case studies. One used in a medical textbook and connected to medical journal abstracts via a thesaurus. The textbook, journal abstracts, and thesaurus were stored on a CD-ROM. The other case study shows a textbook on the WWW that is connected to various other sources of information. About half the book references are to web sites, and the textbook is part of an online course that is connected to an online catalog and other courses. Such linkages among information spaces should help students navigate the information relevant to their studies
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Liu, Z.: Print vs. electronic resources : a study of user perceptions, preferences, and use (2006)
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- Source
- Information processing and management. 42(2006) no.2, S.583-592
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Jansen, B.J.; Liu, Z.; Simon, Z.: ¬The effect of ad rank on the performance of keyword advertising campaigns (2013)
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- Abstract
- The goal of this research is to evaluate the effect of ad rank on the performance of keyword advertising campaigns. We examined a large-scale data file comprised of nearly 7,000,000 records spanning 33 consecutive months of a major US retailer's search engine marketing campaign. The theoretical foundation is serial position effect to explain searcher behavior when interacting with ranked ad listings. We control for temporal effects and use one-way analysis of variance (ANOVA) with Tamhane's T2 tests to examine the effect of ad rank on critical keyword advertising metrics, including clicks, cost-per-click, sales revenue, orders, items sold, and advertising return on investment. Our findings show significant ad rank effect on most of those metrics, although less effect on conversion rates. A primacy effect was found on both clicks and sales, indicating a general compelling performance of top-ranked ads listed on the first results page. Conversion rates, on the other hand, follow a relatively stable distribution except for the top 2 ads, which had significantly higher conversion rates. However, examining conversion potential (the effect of both clicks and conversion rate), we show that ad rank has a significant effect on the performance of keyword advertising campaigns. Conversion potential is a more accurate measure of the impact of an ad's position. In fact, the first ad position generates about 80% of the total profits, after controlling for advertising costs. In addition to providing theoretical grounding, the research results reported in this paper are beneficial to companies using search engine marketing as they strive to design more effective advertising campaigns.
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Liu, Z.; Jansen, B.J.: ASK: A taxonomy of accuracy, social, and knowledge information seeking posts in social question and answering (2017)
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- Source
- Journal of the Association for Information Science and Technology. 68(2017) no.2, S.333-347
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Lu, W.; Li, X.; Liu, Z.; Cheng, Q.: How do author-selected keywords function semantically in scientific manuscripts? (2019)
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- Date
- 2. 9.2014 19:19:40
