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For companies that intend to respond to the modern conscious consumers' needs, a great competitive advantage is played on the ability to incorporate sustainability messages in marketing communications. The aim of this paper is to address this important priority in the web context, building a semantic algorithm that allows content managers to evaluate the quality of sustainability web contents for search engines, considering the current semantic web development.

Following the Design Science (DS) methodological approach, the study develops the algorithm as an artefact capable of solving a practical problem and improving the operation of content managerial process.

The algorithm considers multiple factors of evaluation, grouped in three parameters: completeness, clarity and consistency. An applicability test of the algorithm was conducted on a sample of web pages of the Google blog on sustainability to highlight the correspondence between the established evaluation factors and those actually used by Google.

Studying content marketing for sustainability communication constitutes a new field of research that offers exciting opportunities. Writing sustainability contents in an effective way is a fundamental step to trigger stakeholder engagement mechanisms online. It could be a positive social engineering technique in the hands of marketers to make web users able to pursue sustainable development in their choices.

This is the first study that creates a theoretical connection between digital content marketing and sustainability communication focussing, especially, on the aspects of search engine optimization (SEO). The algorithm of “Sustainability-contents SEO” is the first operational software tool, with a regulatory nature, that is able to analyse the web contents, detecting the terms of the sustainability language and measuring the compliance to SEO requirements.

Universities play an important role in the promotion and implementation of the 2030 Agenda for Sustainable Development. This study aims to examine the visibility of information about the Sustainable Development Goals (SDGs) on the websites of Spanish and major international universities, by means of a quantitative and qualitative analysis with an online visibility management platform that makes use of big data technology.

The Web visibility of the universities studied in relation to the terms “SDG”, “Sustainable Development Goals” and “2030 Agenda” was determined using the SEMrush tool. Information was obtained on the number of web pages accessed and the queries formulated (query expansion). The content indexed by Google for these universities was compiled, and finally, the search engine optimization (SEO) factors applicable to the websites with the highest Web visibility were identified.

The universities analysed are content creators but do not have very high Web visibility in Web searches for information on the SDGs. Of the 98 universities analysed, only four feature prominently in search results.

Although research exists on the application of SEO to different areas, there have not, to date, been any studies examining the Web visibility of universities in relation to Web searches for information on the 2030 Agenda. The main contributions of this study are the global perspective it provides on the Web visibility of content produced by universities about the SDGs and the recommendations it offers for improving that visibility.

Given that online search visibility is influenced by various determinants, and that influence may vary across industries, this study aims in investigating the major predictors of online search visibility in the context of blood banks.

To formalize the online visibility, the authors have found theoretical foundations in activity theory, while to quantify online visiblity the authors have used the search engine optimization (SEO) Index, ranking, and a number of visitors. The examined model includes ten hypotheses and was tested on data from 57 blood banks.

Results challenge shallow domain knowledge. The major predictors of online search visibility are Alternative Text Attribute (ALT) text, backlinks, robots, domain authority (DA) and bounce rate (BR). The issues are related to the number of backlinks, social score, and DA. Polarized utilization of SEO techniques is evident.

The methodology can be used to analyze the online search visibility of other industries or similar not-for-profit organizations. Findings in terms of individual predictors can be useful for marketers to better manage online search visibility.

The acute blood donation problems may be to a certain degree level as the information flow between donors and blood banks will be facilitated.

This is the first study to analyze the blood bank context. The results provide invaluable inputs to marketers, managers, and policymakers.

As a relatively new computing paradigm, crowdsourcing has gained enormous attention in the recent decade. Its compliance with the Web 2.0 principles, also, puts forward unprecedented opportunities to empower the related services and mechanisms by leveraging humans’ intelligence and problem solving abilities. With respect to the pivotal role of search engines in the Web and information community, this paper aims to investigate the advantages and challenges of incorporating people – as intelligent agents – into search engines’ workflow.

To emphasize the role of the human in computational processes, some specific and related areas are studied. Then, through studying the current trends in the field of crowd-powered search engines and analyzing the actual needs and requirements, the perspectives and challenges are discussed.

As the research on this topic is still in its infancy, it is believed that this study can be considered as a roadmap for future works in the field. In this regard, current status and development trends are delineated through providing a general overview of the literature. Moreover, several recommendations for extending the applicability and efficiency of next generation of crowd-powered search engines are presented. In fact, becoming aware of different aspects and challenges of constructing search engines of this kind can shed light on the way of developing working systems with respect to essential considerations.

The present study was aimed to portrait the big picture of crowd-powered search engines and possible challenges and issues. As one of the early works that provided a comprehensive report on different aspects of the topic, it can be regarded as a reference point.

Internet search is a $120bn business that answers lists of search terms or keywords with relevant links to Internet webpages. Only a few companies have sufficient scale to compete and thus economics of the process are paramount. This study aims to develop a detailed industry-specific modeling of the economics of internet search.

The current research develops a stochastic model of the process of Internet indexing, search and retrieval in order to predict expected costs and revenues of particular configurations and usages.

The models define behavior and economics of parameters that are not directly observable, where it is difficult to empirically determine the distributions and economics.

The model may be used to guide the economics of large search engine operations, including the advertising platforms that depend on them and largely fund them.

Role of digital channels in car buying has increased manifold and consumers are making significant use of various digital channels throughout the decision-making process. However, there are very less number of studies available if one wishes to understand the specific reason(s) for the use of a particular digital channel of communication. This study deals with the identifications of the reason(s) leading towards the usage of particular digital channel of communication while buying a car.

Quantitative methodology was adopted for the study. A total of 10 digital channels namely the websites, social networking sites, YouTube, Smartphones, Online communities, Digital TV, Digital Outdoors, e-mails and others were considered in the study. Data was collected from 603 car buyers from Delhi using digital channels of communication.

The results of the study revealed that Website and YouTube were used for being compatible. Social networking sites, smartphones, digital outdoors and e-mails were used for being informative. Online communities were used for offering customers and experts' reviews. Digital TV was used for being easy to use.

The study considers the respondents from Delhi only. A more representative sample covering various parts of the country would offer more relevant results for the marketers as digital divide existing between rural and urban India cannot be simply ignored.

The study reveals that car buyers are making ample usage of digital channels wherein website is the most used digital channel and smartphones are the most used digital devices used by the car buyers.

Study also reveals that car buyers might use search engines to reach the marketer's website, so effective search engine optimization (SEO) strategies should be adopted. Important keywords used in the search engines should be used in the website as well as in the links.

Majority of the available studies use digital as an umbrella term for myriad digital channels. So understanding about the usage of specific channel of communication remains an under-researched area. Such understanding strengths and broadens the existing knowledge about technology mediated consumer behaviour especially in extended problem-solving product category.