Google Semantic Search in Ireland. Personalisation, Trust, Influence, Reliance, Reputation, and Ethics

Master's Thesis from the year 2015 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: First Class Honours, , course: Masters Degree in Digital Marketing - Semantic Search Personalisation, language: English, abstract: This research is an investigation into the Irish public's perception of Google search. The study examines the methods used by Google to present users with the most relevant and satisfactory search results. 95% of the online public in Ireland use Google as a search tool. This study aims to uncover true user sentiment in Ireland. The objectives of this research are to reveal how the Irish public view Google in regards to semantic search personalisation, trust, influence, reliance, reputation, and ethics. The existing literature revealed that Google's search engine has evolved from, one that used Boolean Search logic to match keywords, to a semantic engine that understands user intent and context. The literature also reveals how the younger 'Millennial' generation associate the Internet with one brand, Google. The literature examines search personalisation and how intuitive it has become as it serves us with content that matches our online behaviour. We discover that over-personalisation is narrowing our search bubble which in turn can blind us from other information outside our search reach. During the course of this study, a mixed method research was used to measure and discuss public opinion. This study has identified where literature has fallen short. Where gaps have appeared in the literature, qualitative meaning has been extracted from 3 groups of people from differing levels of technical ability and experience. It was discovered that age demographic affects how we view Google as a search engine. Quantitative findings revealed that 75% of users were aware of personalisation but 70% of these users were not always happy with the results. Although a general consensus was formed that personalisation was helpful in many respects, it was also argued, in some camps, that it breached ethical boundaries. Overall, there was a national split whether users considered personalisation ethical or not. This study leaves open the debate of how we perceive Google as a nation but it also gets closer to the truth of how we feel about the search engine on a personal level. The research also confirms that there is plenty of opportunity to carry out further studies into this area.

Pierce Ivory has been involved in Digital Marketing since 2010. Ecommerce was his stepping stone into the Digital Marketing space. Pierce understood that experience alone was not enough to progress in Online Marketing. Education enabled him to develop as a Digital Marketer in an analytic way. Education also connected Pierce with like-minded people from a Digital background.Being part of a community full of 'always learning' individuals was essential to development as an Online specialist. Pierce finished his Postgraduate Diploma in Digital Marketing in 2014 and completed his Masters Degree in December 2015 with First class Honours (1.1). His research included Search Personalisation, Trust, Reputation and Ethics. He carried out primary research, identifying the gaps in existing information in Ireland. PierceI fully understands and appreciates the need and importance for every company to have an online footprint driven by an intelligently tailored Strategy. He firmly believes that if you are an Individual, an SME or a Corporation, digital marketing will help leverage your presence online and enhance your offline presence. Understanding the need for Digital is understanding modern Business. Pierce is currently the Digital Marketing Manager for Advance Systems, a Workforce Management Software company, providing solutions in Ireland, United Kingdom and USA.