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MSc Thesis Pier Kempenaar
21-01-2020
Dr. J.A. Voerman Dr. J.C. Hoekstra
1. Getting started
› Young company
› Gaining brand awareness
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2. Problem Statement
› Literature on short-term effects
▪ Generating clicks vs. Brand awareness
› Marketing budget is smaller for young companies
3. Concepts
› SERP ranking position
▪ Obvious click generator ▪ SEA-SEO
› Brand name repetition
▪ Repetition → memory → long-term awareness
› Moderator
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4. Conceptual model
5. Methods
› 2x3 design
› 4 DV’s → 2 DV’s
› Anova and Logistic Regression for each DV
▪ Unaided ▪ Aided
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7. Results
Hypothesis Hypothesized Results Unaided Results Aided
H1 Brand awareness will increase if the SERP ranking position increases.
Rejected Accepted for model 1,
rejected for the other models. H2 Brand awareness will increase if the brand
name gets repeated in the search result.
Rejected Rejected
H3 The positive effect of brand name repetition on the degree of brand awareness will increase if the SERP ranking position increases.
Rejected Rejected
H4 The level of internet savviness will weaken the positive relationship between the SERP ranking position and the degree of brand awareness.
Accepted Rejected
H5 The degree of brand awareness will increase if the degree of materialism increases.
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8. Control variables
› Materialism
▪ Sig. Aided awareness
› Age
▪ Sig. Both DV’s
› Gender
▪ N.S.
› Familiarity with accounting software
9. Link to marketing?
› SERP ranking pays off
▪ Internet savvy users?
› Brand name repetition
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10. Reflection
› Too practical at first, hard to make problem academic.
› Databases
› Repetition vs Position
