Legal Issues Research in the Search Engine Marketing

By Linsan, Yuan; Lei, Zhang et al. | Cross - Cultural Communication, January 1, 2013 | Go to article overview

Legal Issues Research in the Search Engine Marketing


Linsan, Yuan, Lei, Zhang, Honghui, Chen, Cross - Cultural Communication


Abstract

The development of e-commerce has been a threat to the security of personal privacy, nowadays it is relatively weak for the foundation of network privacy protection in China, that needs further improvement and development. This paper has analyzed reasons which were caused by a variety of infringement phenomena of e-commerce privacy, and carried out measures of privacy protection in e-commerce.

Key words: E-commerce; Network privacy; Information security technology; Secure protocol; Safety measures

INTRODUCTION

Search engine marketing runs through every field of the network marketing, is one of the fastest growing areas in the network marketing market, is the first channel to guide users to obtain information on the website, the functions of search engine marketing in the enterprise marketing process is self-evident.

As users rely on search engines constantly enhancing, the legal issues are increasingly prominent. Due to the lack of direct legal basis for the search engine industry monopoly, unfair competition, infringement issues, challenges from the legal environment have made the search engine marketing prospects be faced with many uncertain factors, therefore legal issues can not be ignored research topic in the development process of the search engine industry.

LÊGÏTl8?Ïi?^)M?T?D^îrT^ SEARCH ENGINE MARKETING

Search engine marketing has opened up a new era of network marketing, but along with its rapidly development, also is facing challenges from the legal environment, in practice, beyond the legal deviate events record now. How to go on the legal regulation of the search engine industry, and promote the healthy development of the search engine industry, have been get more and more widespread concern. Nowadays, there are the following categories of classic legal issues in the search engine marketing: infringement fraud, platform monopoly, loss of privacy, unfair competition, openness hidden.

Infringement Fraud

Infringing acts refer to the perpetrator should bear the liability of its damage arising violations. Infringing phenomena in the network are legal issues that the search engine service providers and marketers are likely to face at any time, which is inevitable. In the search engine marketing environment, search results can be obtained as long as the user is typing the relevant keywords, if the search site does not have copyright and browsing services, does not have the distribution rights for movies and software download, does not have ownership and provides a variety of software services and so on, that all can be directly attributed to a tort.

Platform Monopoly

According to the provisions of China's "anti-monopoly law", monopolistic behavior means eliminate or restrict competition, and may eliminate or restrict competition behavior. In the search engine marketing, due to users will most probably choose a small number of services provided by the search engine service provider, there are almost no possibility of equality between recorded websites and search engines service providers.

Far as the news of Tencent Technology on April 12th, 2010, iResearch released on the 12th "Chinese search engine market share report 2009-2010", that showed, in the Chinese search engine market of 2009, the sum of revenue share about Baidu and Google are 96.2%, the sum of web search request share about Baidu and Google are 94.9%, basically monopolized the Chinese search engine market. In accordance with the provisions of the AML, the two operators of the total market share in the relevant market reach two-thirds, achieve market dominance status.

Loss of Privacy

Privacy refers to private life of tranquility and private information secret of natural persons which are protected by law, is a right of personality that means no unlawful intrusion, awareness, collection, use and public by others, and the subject of rights has the right to decide on the extent to which others can intervene private life on their own, whether to publicly privacy for others, as well as the scope and extent of publicity and so on. …

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • A full archive of books and articles related to this one
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Legal Issues Research in the Search Engine Marketing
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

    Already a member? Log in now.