The Effectiveness Of Se Advertising In Influencing Different Dimensions Of Users' Cognitive Trust And Emotional Trust In Hong Kong Customers

Abstract

This research paper aims to investigate the effectiveness of search engine (SE) advertising in influencing different dimensions of users' cognitive trust and emotional trust among customers in Hong Kong. With the increasing reliance on SEs for information retrieval and decision-making, understanding the impact of SE advertising on trust dimensions is crucial for marketers and advertisers. The study will employ a mixed-methods approach, combining quantitative survey data and qualitative interviews to gather comprehensive insights. The quantitative survey will be administered to a sample of Hong Kong customers, measuring their cognitive trust and emotional trust in SE advertising. The qualitative interviews will provide in-depth understanding of participants' perceptions, experiences, and attitudes towards SE advertising. The collected data will be analyzed using statistical techniques, such as regression analysis and thematic analysis, to identify the relationship between SE advertising and different dimensions of trust. The findings of this study will contribute to the existing literature on SE advertising and trust, providing valuable insights for advertisers and marketers in Hong Kong and beyond.