Extending TPB with Culture and Habit: The Moderating Role of Search Engine Usage Frequency in User engagement of Search Engine marketing

Abstract

The psychological and social motivation of engagement with Search Engine Marketing (SEMR) is important in the development of effective user-focused digital strategy. Although the role of SEMR is becoming more dominant in the field of online advertising, most of the previous studies on the topic were advertiser-centric, with little focus on the perception and views of the user. The paper fills this gap by referring to the Theory of Planned Behavior (TPB) to analyze how attitude towards SEMR (ATU), subjective norm (SN), and perceived behavioral control (PBC) influence behavioral intention (BI). According to a survey of 258 participants, which were modelled using structural equation, findings indicate that SN and PBC have a significant impact on ATU, and all three predictors have a positive effect on BI. ATU facilitates the impacts of SN and PBC on BI. Building on TPB and extending it with the cultural dimensions of Hofstede, the researcher finds no meaningful moderating variable of frequency of search engine use, with culture and perception being the more significant factors that dictate the presence of SEMR engagement.