Addressing Online Users’ Suspicion of Sponsored Search Results: Effects of Informational Cues

Abstract

Online searches are often accompanied by sponsored content (e.g., targeted ads), which sometimes seem irrelevant but could be good alternatives to expand users’ consideration space. The sponsored search results (SSRs) often trigger suspicions among users. This study examines the potential of customer ratings and reviews of the SSRs to mitigate such suspicion and enhance user engagement with the SSRs. The research reveals that when SSRs for well-known brands are paired with positive customer ratings, users’ suspicion toward the SSRs can be reduced. However, for lesser-known brands, only ads with high ratings can effectively reduce users’ suspicion. This study further reveals that addressing users’ uncertainty in evaluating SSRs and concerns about the platform’s intentions in providing them is paramount to minimizing users’ suspicion. Our study holds significant practical implications for online platforms seeking to optimize the presentation of SSRs either with famous or unknown brands alongside organic search results. The findings underscore the importance of strategically integrating user-generated content and ratings to reduce the suspicion of users navigating SSRs. It offers actionable insights for e-commerce platforms aiming to enhance users’ decision-making processes by better utilizing SSRs with positive customer ratings.