Performance Marketing

Ing. Huy Nguyen

Master's thesis

Abstract:

Ultimate goal of the thesis is to analyse potential usage of Pay-per-click techniques in marketing and communication. Furthermore, to inquire, analyse and elaborate on marketing challenges, specifically on the concept of Click-Fraud in Pay-per-click advertising. Particularly, to categorize the types of click-fraud and click-fraud scenarios. This thesis accomplish these goals by examining available literature about the topic. Then, research questions are formed, followed by research modeling and hypothesizing. A self-administered questionnaire survey is conducted, collecting data from 94 responsdents in diverse geographical locations. Results of the survey were then used as inputs for further analysis in attempt to answer research questions, explore the topics. The results of this thesis indicate that the potential of usage of Click-fraud from the perspective of online advertisers are influenced by various factors and that, although the issue of Click-fraud is wide-spread and impactful, advertisers tend to not perceive it highly and not invest resource into managing it.

Abstract:

Ultimate goal of the thesis is to analyse potential usage of Pay-per-click techniques in marketing and communication. Furthermore, to inquire, analyse and elaborate on marketing challenges, specifically on the concept of Click-Fraud in Pay-per-click advertising. Particularly, to categorize the types of click-fraud and click-fraud scenarios. This thesis accomplish these goals by examining available literature about the topic. Then, research questions are formed, followed by research modeling and hypothesizing. A self-administered questionnaire survey is conducted, collecting data from 94 responsdents in diverse geographical locations. Results of the survey were then used as inputs for further analysis in attempt to answer research questions, explore the topics. The results of this thesis indicate that the potential of usage of Click-fraud from the perspective of online advertisers are influenced by various factors and that, although the issue of Click-fraud is wide-spread and impactful, advertisers tend to not perceive it highly and not invest resource into managing it.

Keywords

Performance Marketing, Pay-per-click advertising, Click-fraud, Internet marketing, Online Advertisement

Language used: English

Date on which the thesis was submitted / produced: 7. 1. 2022

Thesis defence

• Date of defence: 2. 2. 2022
• Supervisor: M.Sc. Anna Németh
• Reader: Ph.D. Prateek Kalia

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Business Management / Business Management