Cyber-rigging click-through rates: Exploring the ethical dimensions

Fisher, J. and Pappu, R. S. (2006) Cyber-rigging click-through rates: Exploring the ethical dimensions. International Journal of Internet Marketing and Advertising, 3 1: 48-59. doi:10.1504/IJIMA.2006.008973


Author Fisher, J.
Pappu, R. S.
Title Cyber-rigging click-through rates: Exploring the ethical dimensions
Journal name International Journal of Internet Marketing and Advertising   Check publisher's open access policy
ISSN 1477-5212
Publication date 2006-01-01
Sub-type Article (original research)
DOI 10.1504/IJIMA.2006.008973
Volume 3
Issue 1
Start page 48
End page 59
Total pages 12
Place of publication United Kingdom
Publisher Inderscience Enterprises
Language eng
Subject C1
350213 Electronic Commerce
350206 Advertising and Public Relations
350204 Marketing and Market Research
720401 Marketing
710699 Commercial services not elsewhere classified
Abstract Click-through rate is considered a very important metric and a key performance indicator of the success of online advertising and is the most frequently used measure to gauge the effectiveness of banner advertising. Marketers also use click-through rates in arriving at performance measurement activities such as the calculation of 'customer life time value' and 'customer acquisition cost'. Click-through is the second most frequently used banner ad pricing method after cost per thousand impressions. Online advertising is facing a new form of challenge – the artificial inflation of click-through rates. We call this practice 'cyber-rigging'. The objective of this paper is to explore the ethical dimensions of cyber-rigging through application of ethical principles and theories.
Q-Index Code C1
Q-Index Status Provisional Code

Document type: Journal Article
Sub-type: Article (original research)
Collections: Excellence in Research Australia (ERA) - Collection
2007 Higher Education Research Data Collection
UQ Business School Publications
 
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Created: Wed, 15 Aug 2007, 20:31:46 EST