Papers by Siddharth Bhattacharya
Friend or Foe: Search Engine Advertising Strategies When Contracting with an Online Search Infomediary
Social Science Research Network, Feb 11, 2020
Competitive Poaching in Search Advertising: Two Randomized Field Experiments
Information Systems Research, 2021
Keyword searches with brand names enable firms to generate traffic from search advertising by bid... more Keyword searches with brand names enable firms to generate traffic from search advertising by bidding not only on their own keywords but also on competitors’ keywords. The strategy of bidding on competitors’ keywords, known as competitive poaching, presents unique opportunities for practitioners. This study examines factors that influence the effectiveness of competitive poaching. We collected data from two randomized field experiments, one with a business school in the Northeastern United States and the other one with a leading automobile dealership company, where these firms bid on keywords of competing brands and randomly display different types of ad copies in the sponsored search listings. We find that, when poaching on keywords of high-quality brands, ad copies that feature vertical differentiation through quality signals are more effective than the control ad copies that do not convey any differentiation or prescriptive messages. We also find that when poaching from low-quali...
How Network Embeddedness Affects Real-Time Performance Feedback: An Empirical Investigation
Information Systems Research, 2022
Firms and organizations are increasingly using real-time performance feedback mechanisms to evalu... more Firms and organizations are increasingly using real-time performance feedback mechanisms to evaluate employees, where any employee (rather than just the supervisor) can rate other employees. Hence, a need arises to better understand how network positions of employees in such a system impact their performance. Analyzing nearly 4,000 feedback instances from employees at five major organizations that utilize such a real-time performance feedback application called DevelapMe, we explore the effects of network embeddedness—or the nature of relationships among employees—on performance rating scores according to two dimensions of embeddedness: (i) positional, the position of an individual in the emerging network of performance ratings, and (ii) structural, the extent to which a person is entrenched in a network of relationships. We visualize rating networks within organizations: Employees are nodes, and connections between nodes exist if an evaluation between the pair occurs. We find that ...
It has become increasingly common for consumers to use additional devices while watching TV, a ph... more It has become increasingly common for consumers to use additional devices while watching TV, a phenomenon called multiscreen viewing. This provides an additional advertising channel for marketers, specifically the second screen. However, it is not without its complexities; marketers must optimally time advertisements on the second screen conditional on the primary screen activity. Using a behavioral experiment this study proposes to investigate how consumers' engagement and psychological involvement with the program on the primary screen affects their multiscreen behavior and its effect on brand recall. We further expect this relationship to be moderated by the congruence of the advertisement relative to the primary screen. Results of the study will not only contribute to the second screen literature in marketing and Information systems, but also help marketers develop actionable strategies for the second screen in multiscreen viewing contexts.
It has become increasingly common for consumers to use additional devices while watching TV, a ph... more It has become increasingly common for consumers to use additional devices while watching TV, a phenomenon called multiscreen viewing. This provides an additional advertising channel for marketers, specifically the second screen. However, it is not without its complexities; marketers must optimally time advertisements on the second screen conditional on the primary screen activity. Using a behavioral experiment this study proposes to investigate how consumers' engagement and psychological involvement with the program on the primary screen affects their multiscreen behavior and its effect on brand recall. We further expect this relationship to be moderated by the congruence of the advertisement relative to the primary screen. Results of the study will not only contribute to the second screen literature in marketing and Information systems, but also help marketers develop actionable strategies for the second screen in multiscreen viewing contexts.
SSRN Electronic Journal, 2019
A key strategy that firms are increasingly following in search advertising is to generate traffic... more A key strategy that firms are increasingly following in search advertising is to generate traffic by bidding on not only their own keywords but also competitors' keywords. This strategy, known as competitive poaching, is prevalent in multiple industries. However, little research has empirically examined the effectiveness of competitive poaching, and what factors increase its effectiveness. Moreover, which ad copy works best under this competitive setting remains an open question. The objective of this research is to examine the effect of ad copy variations with respect to competitor keywords on driving number of clicks. We further expect this relationship to be moderated by the quality of the competitor. We run a 5-week randomized field experiment in collaboration with a business school in Northeastern United States. Theoretically, our work contributes to the nascent field of effective ad copy design and competition in search advertising. Practical and managerial implications are discussed.
An architecture for real time television audience measurement
2011 IEEE Symposium on Computers & Informatics, 2011
Abstract-Currently, audience measurement reports of television programs are only available after ... more Abstract-Currently, audience measurement reports of television programs are only available after a significant period of time, for example as a daily report. This paper proposes an architecture for real time measurement of television audience. Real time measurement ...
A Method and System for Context-Aware Recommendation
A context-aware recommendation system considering both user preferences and learned behavior
2011 7th International Conference on Information Technology in Asia, 2011
... Mukherjee, Snehasis Banerjee, Siddharth Bhattacharya, Prateep Misra TCS Innovation Labs Tata ... more ... Mukherjee, Snehasis Banerjee, Siddharth Bhattacharya, Prateep Misra TCS Innovation Labs Tata Consultancy Services Kolkata, India {debnath.mukherjee, snehasis.banerjee, siddharth ... We thank Plaban Bhowmick, Arpan Pal and especially all the participants of the user study. ...
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Papers by Siddharth Bhattacharya