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This review collects evidence from the available literature on how consumers search online and how firms operate as a result of this behaviour.
The review discusses:
how many options consumers consider when searching for different types of goods
which link positions they are most attracted to
how brand loyalty and online reviews shape consumer decisions
In relation to firms, it discusses the importance of differentiation in online markets and how firms use search engine optimisation (SEO) and paid search to gain visibility online.
The review then considers the implications of these findings for the Competition and Markets Authority in conducting future work.