The Glitch in On-line Advertising: A Study of Click Fraud in Pay-Per-Click Advertising Programs

Click fraud is a growing concern for pay-per-click (PPC) advertising programs. An ethical behavior model is proposed that includes evaluation, consequences for others, subjective norms, and perceived behavioral control. The model, which integrates elements from the theory of reasoned action, the the...

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Bibliographic Details
Published inInternational journal of electronic commerce Vol. 13; no. 2; pp. 91 - 112
Main Author Midha, Vishal
Format Journal Article
LanguageEnglish
Published Abingdon Routledge 01.12.2008
M. E. Sharpe, Inc
Taylor & Francis Ltd
Subjects
Advertising
Advertising fraud
Business ethics
click fraud
Cybercrime
Electronic commerce
Ethical behavior
Fraud
Internet fraud
Online advertising
pay-per-click
Research ethics
Research fraud
Search engines
Social ethics
Sponsored search
Studies
unethical behavior
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Summary:Click fraud is a growing concern for pay-per-click (PPC) advertising programs. An ethical behavior model is proposed that includes evaluation, consequences for others, subjective norms, and perceived behavioral control. The model, which integrates elements from the theory of reasoned action, the theory of planned behavior, and deterrence theory, was tested using data collected from 155 subjects who were familiar with PPC programs. The results can be used by PPC service providers and law-makers in developing strategies to curb this problem.
ISSN:1086-4415
1557-9301
DOI:10.2753/JEC1086-4415130204