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Transcript of measuring firm internationalization using google trends
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LET ME GOOGLE THAT FOR YOU –
MEASURING FIRM INTERNATIONALIZATION USING
GOOGLE TRENDS
Harald Puhr
Assistant Professor
University of Innsbruck (UIBK)
Email: [email protected]
Jakob Müllner
Associate Professor
Vienna University of Economics and Business (WU)
Working paper draft, July 2021
Do not share without authors’ consent!
ABSTRACT
In this research note, we propose Google Trends as a uniquely versatile and overlooked resource for
International Business. Other disciplines like epidemiology, finance, and political science have
successfully used measures based on Google search volumes. Google Trends offers highly reliable and
finely grained data that provide a market-side complement to accounting-based measures of firm
internationalization in IB. First, we test the reliability of the Google Trends measures as substitute for
traditional measures of firm internationalization. Subsequently, we discuss conceptual and theoretical
properties of such a Google Trends internationalization measures. Finally, we propose new and
innovative applications of Google Trends internationalization measures in IB and beyond.
Keywords: Firm Internationalization, Google Trends, Measuring Internationalization, Degree of
Internationalization, Volume of Internationalization.
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INTRODUCTION
The process of firm internationalization its antecedents, consequences, and challenges are the founding
topics and raison d'etre of the discipline of International Business (IB). As IB scholarship built its
theoretical foundations (Buckley, 1988, Dunning, 1980, Johanson & Vahlne, 1977, Rugman, 1980),
decades of empirical studies have analyzed the process of internationalization using the degree of
internationalization and its changes as a dependent variable or applied it as an independent variable to
study the outcomes of internationalization (Welch, Nummela, & Liesch, 2016). Even where the
internationalization process was not at the center of research attention, the unique risks and
uncertainties of international business (Clarke & Liesch, 2017), inevitably require IB researchers to
control for a firm’s degree of internationalization when studying firm-level strategies. As such, the
measure of degree of internationalization permeates quantitative empirical IB research. Despite the
widely acknowledged weaknesses of traditional measures of firm internationalization (Marshall,
Brouthers, & Keig, 2020), IB research has produced very little advances in measurement of this
central construct.
The lack of innovation in measuring degree of internationalization, is particularly surprising since data
is becoming not only more available through digitalization, but digitalization itself is becoming a
dominating force in a firm’s internationalization process (Coviello, Kano, & Liesch, 2017), uncaptured
by traditional measures. Our research note aims at introducing Google Trends as a uniquely versatile
and rich source of data for IB research questions in general, and for measuring firms’ degree of
internationalization in particular. The global dominance of Google as an every-day search engine
(Figure A1) with a market share of 93% allows researchers to reach almost 7 billion people and gather
valuable data on their socio-economic behavior (globalstats, 2021). As such, Google Trends provides a
uniquely broad survey instrument to researchers in a variety of disciplines. For IB scholarship, the
detailed geographic segmentation of Google data allows for a novel, but distinct, measure of a firm’s
degree of internationalization.
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We propose several measures for firm internationalization using the globaltrends R package as a
toolbox for IB researchers1. Google Trends measures for internationalization can be used as a
supplement to corroborate results from traditional, accounting-based measures. Yet, we want to
highlight that our proposed Google Trends measures are not mere robustness checks for established
measures. We argue that they capture another, novel type of firm internationalization that is based on
consumer recognition. This different conceptualization offers new insights into additional dimensions
of internationalization in IB research. The proposed measures therefore answer calls for data
triangulation (Nielsen, Welch, Chidlow, Miller, Aguzzoli, Gardner, Karafyllia, & Pegoraro, 2020) to
enhance the methodological soundness of measures for internationalization (Verbeke & Forootan,
2012, Verbeke, Li, & Goerzen, 2009). Furthermore and because of the granularity of Google search
data, these measures open new research questions and methodologies for IB, which previously have
been difficult to study. Moreover, building measures for internationalization on a free and universally
available data source such as Google Trends, adds to greater reproducibility, replicability, and
transparency in IB research (Aguinis, Cascio, & Ramani, 2017, Beugelsdijk, van Witteloostuijn, &
Meyer, 2020). We first provide an overview of the historical use of Google Trends in science. Next,
we present Google Trends measures for internationalization that we computed with the globaltrends R
package (Puhr, 2021).
EXISTING APPLICATIONS OF GOOGLE TRENDS IN SCIENCE
Since 2010, Thompson Reuters Web of Science and PubMed jointly recorded about 900 papers that
used Google Trends or discussed its use in science. Figures A2 in the appendix shows the growth of
Google Trends as data source in academia. What is remarkable is the diversity of disciplines Google
Trends has been used in. Table A1 breaks down Google Trends-related publications in disciplines. The
overwhelming majority of papers and the earliest applications of Google Trends are from the field of
public health and particularly epidemiology (545). There Google search behavior has been used to
study patient behavior/symptoms and to track the spread of viral pandemics (e.g., Covid-19, Ebola,
and Flu) (Nuti, Wayda, Ranasinghe, Wang, Dreyer, Chen, & Murugiah, 2014). Shortly after public
health professionals recognized the value of Global Trends as a rich data source, economists joined the
1 The package was developed by Puhr (2021).
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bandwagon and started to use search volume data to predict macro-economic variables2 like private
consumption (Vosen & Schmidt, 2011), trade (Ma & Fang, 2021), unemployment, inflation, and
exchange rates.
Scholars also use Google Trends to analyze micro-economic aspects, such as stock prices and their
volatilities (Huang, Rojas, & Convery, 2020, Petropoulos, Siakoulis, Stavroulakis, Lazaris, &
Vlachogiannakis, 2021, Vlastakis & Markellos, 2012) and trading behavior (Preis, Moat, & Stanley,
2013). Recently, Cziraki, Mondria, and Wu (2021) have used data from Google Trends as a measure
of stock market investor attention3. Here, Google Trends has proven valuable as a forward-looking
market side measure of expectations with high predictive quality. Other research applies Google
Trends to traditional social science topics like environmental awareness, gender attitudes (Corbi &
Picchetti, 2020), religiosity, sexual behavior, suicide, or crime. During the COVID 19 pandemic,
Brodeur, Clark, Fleche, and Powdthavee (2021) studied social wellbeing using Google Trends data. In
tourism, Google Trends is used to predict travel activity (Bangwayo-Skeete & Skeete, 2015, Law, Li,
Fong, & Han, 2019, Önder, 2017, Yang, Pan, Evans, & Lv, 2015). In political science, scholars use
Google Trends for polling (Mavragani & Tsagarakis, 2016) and to measure issue salience (Mellon,
2013) and public opinion (Gruszczynski, 2019). Most prominently, Google Trends is used to create
indices of socio-economic uncertainty (Bontempi, Frigeri, Golinelli, & Squadrani, 2021). In sports
research (and practice) Google Trends is used to measure player/team performance/value (Fortuna,
Maturo, & Di Battista, 2018, Gift, 2020) and in meteorology researchers use Google Trends to study
extreme weather phenomena (Kam, Stowers, & Kim, 2019, Sherman-Morris, Senkbeil, & Carver,
2011)4.
Only in 2015, business scholars picked up on Google Trends borrowing from predictive methods in
economics and financial economics. Early applications used Google Trends to study technology
2 For an overview discussion see Choi and Varian (2012) with the most elaborate and most cited discussion of
Google Trends predictive qualities. 3 One study even uses Google Trends to forecast building permits (Coble & Pincheira, 2021). 4 In Figure A1, we create word clouds of keywords and keyword pairs from the sample of 855 papers across
disciplines that emphasize keywords based on their frequencies. From the word clouds several prominent
applications and themes of Google Trends, like forecasting, epidemiology, information seeking behavior, or
specific diseases emerge. Most strikingly, the word clouds reveal a complete absence of any micro-level or
business-related topics.
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adoption (Jun, Yeom, & Son, 2014) or advertising (Du, Hu, & Damangir, 2015, Hu, Du, & Damangir,
2014). To date, we are not aware of an application of Google Trends data in the fields of strategy or
international business5. In a recent working paper6, we use the Google Trends data to study the
moderating effect of internationalization on the sensitivity of stock prices during the Covid-19
pandemic. The results of the study highlight that Google Trends measures of firm internationalization
yield similar results as traditional internationalization measures used in IB.
TRADITIONAL APPROACHES TO MEASURING FIRM INTERNATIONALIZATION
Sullivan (1994) and later Marshall, Brouthers, and Keig (2020) provide an overview of traditional
approaches to measuring firm internationalization and categorize them into three groups: performance-
related measures, structural measures, and attitudinal measures. The first group focuses on costs and
revenues and includes measures like foreign sales as a percentage of total sales (FSTS), research and
development intensity (RDI), advertising intensity (AI), export sales as a percentage of total sales
(ESTS), and foreign profits as a percentage of total profit (FPTP). Structural measures are derived
from the global configuration of firm resources or assets and include measures like foreign assets as a
percentage of total assets (FATA) and overseas subsidiaries as a percentage of total subsidiaries
(OSTS). Finally, attitudinal measures focus on companies’ mindset and include top managers'
international experience (TMIE) and psychic dispersion of international operations (PDIO).
Despite their merits, these traditional measures have several limitations (Marshall, Brouthers, & Keig,
2020). First, they are country centric, distinguishing only between domestic and foreign. In other
words, the measures do not capture in how many and which countries the firm operates, or how
diverse this set of countries is. Additionally, the measures are very sensitive to home-country size.
More sophisticated measures of internationalization use country-level data and calculate the
distribution of sales, assets, and employees across countries using dispersion indices such as the Gini
coefficient, the Herfindahl index, or Entropy. Thereby, these indices capture the distribution of sales,
assets, or employees across individual country markets.
5 Dorobantu and Mullner (2019) use Google Trends data to capture country-level financial market uncertainty in
a robustness check. 6 Working paper available on request.
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Most recently, Marshall, Brouthers, and Keig (2020) proposed the RIMS measure of firm
internationalization that captures the “average depth of penetration across the breadth of all the
markets for the rest of the world excluding the firm’s primary market and then compares this to the
depth of penetration within the firm’s primary market”. RIMS is the most sophisticated measure of
market penetration and captures “how successfully a firm has penetrated the markets of the rest of-the-
world relative to its most successfully penetrated, primary market”. Though distribution-based
measures and RIMS, in particular, have superior conceptual validity, detailed data on companies’ sales
in individual countries is difficult to obtain. Even if available, such accounting data is commonly only
available on a yearly basis.
Scholars in other disciplines use Google Trends to measure how ideologies, diseases, or sentiments
have penetrated geographic locations. As such, Google Trends lends itself equally to study firm
internationalization. In the following, we apply the globaltrends R package (Puhr, 2021) to capture
Google search volumes and propose two distinct measures for internationalization. Then, we discuss
the conceptual particularities of these Google Trends measures, compared to existing accounting-
based measures.
APPLYING GOOGLE TRENDS TO MEASURE FIRM INTERNATIONALIZATION
We use the globaltrends R package (Puhr, 2021) to compute two conceptually distinct measures of
firm internationalization capturing (a) the volume of internationalization (VOI, comparable to net FDI
for a given period) and (b) the degree of internationalization (DOI, comparable to distribution-based
accounting measures). While VOI refers to the volume of global interest for the keyword, DOI
captures how evenly distributed this interest is across countries. As such, the two measures capture
two theoretically different aspects of internationalization. Figure 1 illustrates the distinction in a two-
by-two matrix and an accompanying numerical example of four foreign markets. Based on that, we
can derive four extreme archetypes of internationalized firms. A domestic giant has a large global
volume (VOI)7 but is only present in one market. A comparable global giant of equal volume (VOI)
may be evenly internationalized across all four markets (VOI). Using the Google Trends measures,
7 The Google Trends VOI measure is relative to the search volume of the reference terms. A VOI of 0.4 would
indicate the firm achieves 40% of the volume of the highly searched reference terms.
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this amounts to a DOI of 1. The same distinction can be made for search terms with low volume, or, in
our case firms of low VOI. Small firms may have very low global recognition (VOI). But they can
differ in terms of the distribution of this recognition: it can be concentrated in a single market (DOI =
0) or evenly spread across all markets (DOI = 1).
In Figure 2, we illustrate this differentiation and analyze the internationalization of a product with a
very distinctive, fad-like internationalization history, the fidget spinner toy. The fidget spinner was
invented and commercialized in late 2016 and became the world’s most sold toy within only two
months of commercialization (Economist, 2017, Rashid, 2017)8. After 2017, interest in the fidget
spinner somewhat resided, but – and this is the important aspect here – remained highly globalized. In
other words, the fidget spinner internationalized at a very fast pace and interest in the product is still
evenly distributed across the globe, but this interest remains at a much lower overall volume. Because
firms commonly do not exhibit such extreme internationalization patterns or growth this distinction
has not been prominent in IB research. Usually, studies simply control for firm size to capture volume
effects.
Google Trends data is extremely fine grained and offers time series for every firm at a country (even
district) level. While accounting-based measures by default capture internationalization only above a
certain threshold. Google Trends has no such reporting limitations and correctly identifies the fidget
spinner as a product of global interest, even if the absolute volume is very low. Thus, using
internationalization measures obtained from Google Trends offer a conceptually and empirically clean
distinction between degree of internationalization and volume of internationalization. This opens up
new avenues of theorizing and empirical testing (e.g. interactions between the two constructs).
-------------------------------
Insert Figure 1 & 2 about here
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Using the globaltrends R package (Puhr, 2021), we create a tailor-made operationalization of firm
internationalization that does not approximate the configuration of the firm’s international operations
but relies on their global recognition. The globaltrends package allows users to download time series
8 In Figure A4, in the appendix we illustrate the pace at which the fidget spinner toy internationalized across the
Atlantic.
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of Google search volumes from 2004 onwards. Because Google Trends organizes its data output as
single-country keyword batches, the package uses batched downloads. Within these batches, Google
Trends normalizes search volumes to values between 0 and 100.
The package includes a mapping algorithm to transform Google Trends output to a more general data
structure. For each country, users can select a set of baseline keywords that captures “standard” search
volumes in the country. These baseline keywords serve as reference points for all DOI and VOI
measures on search queries. The use of high-frequency baseline keywords ensures comparability
across keywords (e.g., firms) and time. All VOI and DOI measures can be interpreted relative to the
reference keywords. A DOI of .3 would indicate the search term, or company, achieves an inverted
Gini coefficent (international distribution) of 30% relative to the baseline keywords.
In the analysis of this research note, we select prominent search terms like “Gmail”, “Maps”,
“Translate”, “Wikipedia”, and “Youtube”. Because the globaltrends package allows users to alter the
sets of baseline keywords, it provides a built-in check the robustness of measures downloaded.
Researchers can compare measures across different sets of baseline keywords and ensure that
measures are not biased from the selection of the reference.
We then download batches of company names, including synonyms and alternative spellings, for each
country. For these search volumes, we compute season-adjusted and trend-only time series that serve
as robustness checks (Bokelmann & Lessmann, 2019)9. Next, we follow Castelnuovo and Tran (2017)
to map search volumes for firms to search volumes for baseline keywords in each country. We then
use these time series to compute search scores as the ratio between the search volumes for firm i in
comparison to search volumes for baseline keywords b1 to b5 in each country c:
𝑠𝑒𝑎𝑟𝑐ℎ 𝑠𝑐𝑜𝑟𝑒𝑖,𝑐 =𝑠𝑒𝑎𝑟𝑐ℎ 𝑣𝑜𝑙𝑢𝑚𝑒𝑖,𝑐
∑ 𝑠𝑒𝑎𝑟𝑐ℎ 𝑣𝑜𝑙𝑢𝑚𝑒𝑏,𝑐𝑏5𝑏=𝑏1
We can interpret search scores as the proportion of search volumes for company i compared to search
volumes for baseline keywords b1 to b5 within country c. Search scores therefore allow comparison
9 Figure A5 in the appendix shows seasonality in search volumes from Google Trends using the example of
Amazon with peaks around November (Black Friday) and December (Christmas).
9
across companies, dates, and countries and provide insights into the local relevance of companies and
the exposure of these companies to the respective countries. For the example of Coca-Cola, Figure A6
in the appendix shows a strong overlap of search scores for all three search score time series, pointing
to the robustness of the Google Trends DOI measures.
Volume of Internationalization (VOI)
Country search scores focus on search volumes for companies in single countries. To compute a
company’s volume of internationalization, we focus on global search volumes instead of country
search volumes. Using the same approach as outlined above, we first download global search volumes
for each baseline keyword b1 to b5 and firm i. Next, we map the time series and compute global
search scores as the ratio of global search volumes for firm i and global baseline search volumes b1 to
b5.
Like country search scores, we can interpret global search scores as the proportion of global search
volumes for company i compared to global search volumes for baseline keywords b1 to b5. This
allows researchers to track changes in global interest in companies and highlights phases of fast or
receding internationalization. Since the computation of country and global search scores follows the
same procedures, the two measures have the same properties. This provides for a direct comparison
between country search scores and volume of internationalization in terms of global search scores.
Figure A4 in the appendix, compares across and within country search scores for the fidget spinner
and highlights differences in its internationalization across the globe.
Degree of Internationalization (DOI)
We conceptualize degree of internationalization based on the global dispersion of country search
scores for a search term or company. The more uniform the distribution of search scores across
countries, the higher a firm’s degree of internationalization. When the distribution of country search
scores is highly skewed, with high search scores in the firm’s home country and low search scores in
other countries, the firm has a low degree of internationalization. To compute a firm’s degree of
internationalization, we use the inverted Gini coefficient (Fisch, 2011),
10
𝐷𝑂𝐼 𝐺𝑖𝑛𝑖𝑖 = 1 −∑ ∑ |𝑠𝑒𝑎𝑟𝑐ℎ 𝑠𝑐𝑜𝑟𝑒𝑖,𝑐−𝑠𝑒𝑎𝑟𝑐ℎ 𝑠𝑐𝑜𝑟𝑒𝑖,𝑑|𝑛
𝑑=1𝑛𝑐=1
2𝑛 ∑ 𝑠𝑒𝑎𝑟𝑐ℎ 𝑠𝑐𝑜𝑟𝑒𝑖,𝑐1𝑛𝑐
,
where search scorei,c and search scorei,d are the search scores for firm i across all country pairs c and
d. The globaltrends R package (Puhr, 2021), additionally measures the degree of internationalization
as inverted Herfindahl index (Bühner, 1987) and inverted Entropy (Hitt, Hoskisson, & Kim, 1997) of
the search score distribution. These additional measures serve as possible robustness checks to validate
the degree of internationalization computation. As shown in Figure A7 in the appendix, for Coca-Cola
all three approaches to compute degree of internationalization come to similar results, underlining the
robustness of the Google Trends DOI measures.
In Figure 3, we illustrate Google Trends DOI for three highly internationalized companies in the S&P
500 and for three counterparts of low degree of internationalization. Among the most internationalized
companies are Microsoft, Facebook, and Coca-Cola with average DOI ranging between 0.6 and 0.7.
Boxplots show that the limited range of values for companies over time supports the reliability of the
measures. For example, the bulk of monthly DOI values for Coca-Cola Company ranged from 0.5 to
0.7 between 2010 and 2020. This tight distribution shows that results are largely unaffected by fads in
Google search behavior (for both the company and the baseline keywords). On the lower end of the
internationalization scale in S&P 500, we find the companies Alaska Air Group, Illinois Tool Works,
and J.M. Smucker Company. Alaska Air Group, for example, achieves a DOI between 0.02 and 0.07.
Because we map Google Trends data to the same scale for all observations, the degree of
internationalization is comparable across the entire sample. Therefore, we can show that on average,
Microsoft is roughly 30 times more international than Alaska Air. Figure 4 shows the
internationalization history of the same six companies between 2010 and 2020. There is no common
trend observable, indicating that search volumes for the baseline keywords do not influence time series
systematically. In sum, the company comparisons in Figure 4 as well as the internationalization time
series in Figure 5 underscore the high validity of the Google Trends DOI measure.
-------------------------------
Insert Figures 3 & 4 about here
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Finally, in Figure 5, we plot monthly volume of internationalization (VOI) and degree of
internationalization (DOI) values for firms in the S&P 500. The plot highlights the related but yet
distinguishable nature of VOI and DOI for larger companies. Here several large companies exhibit
high volumes of global search activity but relatively low degree of internationalization (i.e.,
distribution of search activity across countries).
-------------------------------
Insert Figure 5 about here
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EMPIRICAL TESTS OF RELIABILITY AS A MEASURE FOR FIRM
INTERNATIONALIZATION
We create several types of empirical tests to analyze systematic differences between Google Trends
measures and traditional measures for internationalization. While these tests implicitly check the
reliability of Google Trends measures as a substitute for traditional measures, it is important to stress
that the proposed measures are not intended or conceptualized as a replacement for existing measures.
Rather, we insist, they contribute a conceptually and theoretically different perspective on firm
internationalization. In this sense, the differences of Google Trends measures in comparison to
traditional measures provide the novelty and primary contribution of the measures. Also, it is
important that such differences are not interpreted as biases compared to “true” firm
internationalization. This would assume (a) that traditional measures are unbiased and (b) that there
only exists one true type of and degree of internationalization. Instead, the following robustness
checks assess if Google Trends DOI measures can serve as an indistinguishable substitute for
traditional DOI measures.
In a first step, we analyze the correlation of the Google Trends DOI measure with three existing,
widely accepted datasets and measures. We first select S&P 500 as a sample because of the detailed
data availability. We extract geographical sales from the firms’ annual reports filed with the Securities
and Exchange Commission (SEC) and use it to compute share of foreign sales, assets, and profits. In
addition, we use Orbis Bureau van Dijk to compute the share of foreign subsidiaries for S&P 500
firms. Despite excellent data availability, S&P 500 varying degrees of geographical reporting among
S&P 500 companies do not allow for a more fine-grained geographical distinction of
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internationalization measures. Also, S&P 500 includes only US companies and does not allow to test
for home-country biases.
To address these shortcomings in using S&P 500 accounting data to test the reliability of the Google
Trends DOI measure, we obtain two existing datasets that use country-level granular data for their
internationalization measures. First, UNCTAD annually published the Transnational Corporations
Index (TNCI) for the largest 100 companies in the world. Second, Marshall, Brouthers, and Keig
(2020) provide the detailed and comprehensive RIMS measure of firm internationalization for an
international sample of 484 MNEs. Both datasets were kindly made available by authors for
comparison with the Google Trends DOI. To complement these traditional measures of DOI, we also
use number of foreign countries and number of foreign subsidiaries to total number of subsidiaries
from Bureau van Dijk Orbis for comparison. In Table 1, we provide descriptive statistics for the
Google Trends VOI and DOI measures and comparison datasets. In Table 2, we show correlations of
the Google Trends DOI measures with traditional measures.
-------------------------------
Insert Tables 1 & 2 about here
-------------------------------
VOI measures are show a low correlation with DOI measures, achieving a maximum of 0.254 between
DOI Giniobserved and VOIobserved. This supports our argument that volume of internationalization and
degree of internationalization are positively correlated but separable constructs. DOI measures using
Gini coefficient and Herfindahl indices are highly homogenous achieving a bivariate correlation of
0.702. Entropy-based measures have very low, even negative correlation with other DOI measures
indicating that these measures might capture some other patterns of firm internationalization.
Comparing the Google Trends DOI measure to traditional DOI measures such as share of foreign
assets (r = 0.250), share of foreign sales (r = 0.378), and share of foreign profits (r = 0.134), shows
positive correlations. In addition, we also find a positive relation between the RIMS measure and the
Google Trends DOI measure (r = 0.364). Because the RIMS measure is the most sophisticated and
unbiased measure among traditional measures, the comparatively high correlation is a strong indicator
of the reliability of Google Trends measures. Although the positive correlation with UNCTAD’s TNCI
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is only 0.024, we consider these findings as support for the notion that the Google Trends DOI
measure captures distinct aspects of a firm’s degree of internationalization.
In a second step, we devise multivariate empirical robustness checks for the predictive quality of the
Google Trends DOI measure. We combine the three comparison datasets and their traditionally
measured degree of internationalization. To facilitate comparison, we standardize the traditional DOI
and create a dummy variable for each dataset (S&P 500, RIMS, TNCI) which we use to absorb biases
from differing datasets and measurement approaches. As an additional comparison, we also obtain
number of foreign countries and number of foreign subsidiaries to total number of subsidiaries from
Bureau van Dijk Orbis.
We run predictive regressions using the Google Trends DOI measure as dependent variable and
include traditional DOI as the independent variable10 (Table 3). In a perfectly collinear setting in
which the independent variable replicates Google Trends DOI, this would yield a highly significant
beta coefficient of 1 and a R2 converging to 1. We illustrate this perfect predictability scenario in
Model 1, in which we use Google Trends DOI as both dependent and independent variable. In Model
2, we replace Google Trends DOI with traditional DOI as the independent variable. Even after
controlling for idiosyncrasy related to the respective dataset and measurement, we find a positive
relation between traditional DOI and Google Trends DOI (0.259, p = 0.000). In addition, we replicate
the test with number of foreign countries (Model 3) and number of foreign subsidiaries to number of
total subsidiaries (Model 4) as alternative measures for internationalization. In both models, the
relation with Google Trends DOI remains robust. In sum, this test confirms our interpretation from the
bivariate correlations: The Google Trends DOI measures correlate significantly with traditional
measures and, I the absence of traditional measures, can be used as a proxy for traditional degree of
internationalization. Still, the non-explained variance (1-R2 = 85.2%) indicates that the Google Trends
DOI measure is not a mere replica of traditional measures.
-------------------------------
Insert Table 3 about here
-------------------------------
10 As indicated, we include dummy variables to mark the datasets and control for idiosyncratic measurement.
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There are two potential reasons for that. First, the Google Trends DOI captures aspects related to
internationalization but provides a conceptually different perspective. We strongly subscribe to this
interpretation and stress that, in fact, it is this conceptual difference that provides the most important
contribution of the Google Trends DOI measure to IB research. Rather than replicating existing
internationalization measures, it provides a conceptually different and novel perspective. The second
reason for imperfect predictive power could be systematic differences in the concepts of
internationalization. Such differences would only be relevant if scholars apply Google Trends DOI as
a substitute or proxy for traditional measures firm internationalization (as opposed to a novel and
unique type of internationalization as described in the next section). To provide guidance on the use of
Google Trends DOI measures, we devise tailored robustness checks for specific differences or unique
biases discussed in connection with data from Google Trends or DOI measures. We provide marginal
effect plots for the regressions showing the differences between Google Trends measures and
traditional measures of DOI in Figure 8 below and in Figure A8 in the appendix.
One common criticism of traditional DOI measures relates to home-country bias (Table 4).
Specifically, firms from smaller countries naturally achieve higher foreign-to-total ratios compared to
firms from larger countries Marshall, Brouthers, and Keig (2020). To test for home-country size bias,
we include home-country GDP in Model 5 and interact it with traditional DOI. The sign and
significance of the interaction term inform us about the direction and significance of home-country
size bias compared to traditional DOI. We observe that a negative interaction traditional DOI and GDP
(-0.034, p = 0.034), indicating that Google Trends DOI slightly overestimates the DOI of firms from
large home countries. In Model 6, we add a home-country development bias, measured as GDP/capita.
The statistically insignificant interaction term (0.053, p = 0.521) hints at the absence of a potential
bias.
In a third and final step of robustness checks, we focus on studying biases in Google data that were
discussed in related literature. These biases are related to the unique characteristics of the data source.
Given that the globaltrends R package (Puhr, 2021) uses internet search data from Google, the data
could inhibit an internet bias. We therefore introduce internet usage in the home country to control for
this bias (Model 7). The statistically insignificant interaction term (0.092, p = 0.506), however,
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indicates the absence of a bias. Furthermore, the language of Google users could distort
representatives of Google data. To test for home-country language bias, we fist add a measure of
English proficiency from EF (Model 8) and second add a dummy indicating whether the home country
uses English as an official language (Model 9). Negative interaction effects for English proficiency (-
0.185, p = 0.000) and English as an official language (-0.236, p = 0.002) suggest that an English
language bias increases Google Trends DOI estimates. However, we also observe that the main effect
of traditional DOI on Google Trends DOI remains robust across all models.
-------------------------------
Insert Table 4 about here
-------------------------------
Another potential source of bias could relate to how firms of different industries and sizes are captured
in Google Trends data (Table 5). In this respect, an important concern relates to firm size. While firm
size and internationalization are naturally related, searches volumes on Google for smaller or larger
firms could be systematically lower. To assess the existence of such a systematic difference, we add
total sales (Model 10), number of employees (Model 11), and total assets (Model 12) as indicators for
firm size to our regressions. Based on the positive interactions in Model 10-12, we assume that Google
Trends DOI underestimates the degree of internationalization for large firms. Alternatively, these
findings could also suggest that Google Trends DOI is less perceptible to firm-size than traditional
DOI. We test whether focus on business or retail customers distorts the Google Trends DOI estimates.
To this end, we include a dummy variable for B2B firms, coded based on SIC industry classification.
The statistically insignificant interaction term in Model 13 (-0.097, p = 0.244) indicates that B2B does
not systematically result in differences between Google Trends DOI and traditional measures.
Another Google-related bias discussed in the literature regards the special cases of countries with
restrictions on internet usage, most prominently China and Russia. For firms with large operations in
these countries, the Google Trends DOI could underestimate degree of internationalization due to lack
of data availability. To control for this effect, we add China exposure, measured as number of
subsidiaries in China to number of total subsidiaries, to Model 14. The statistically insignificant
interaction (-0.022, p = 0.547) shows that the Google Trends DOI estimates are not systematically
16
distorted by greater exposure to China. As in the country-bias models, the main effect of traditional
DOI remained robust across all models.
-------------------------------
Insert Table 5 about here
-------------------------------
We see three measurement-related reasons why, despite restrictions to the usage of Google, we do not
observe a bias from exposure to China in the Google Trends DOI. First, we compute Google Trends
DOI as the global dispersion of country search scores. Therefore, distorted search scores in one
country (e.g., in China due to restricted access to Google) result only in limited distortion to the
dispersion measure as a whole. Yet the degree of distortion to the dispersion measure also depends on
the overall search score pattern. If China is the firm’s only foreign market, underestimating search
scores for China can distort Google Trends DOI. On the other hand, if China is just one of several
foreign markets, inaccurate search scores for China do not affect Google Trends DOI. Second, we
compute search scores as search volumes for a firm relative to “standard” search volumes. Thus, low
search volumes for a specific firm do not translate into low search scores if “standard” search volumes
are equally low (e.g., due to restrictions). Third, despite restrictions, users still rely on Google as a
search engine. In China, for example, Google’s market share is 2.58% (Figure A9). Albeit this is far
below its global market share of 90%, data from Google Trends on search volumes in China still
represents 36 million Google users. In the appendix (Figure A10), we show search volumes for Apple
and Microsoft in China and Russia from Google Trends. Search volumes seem stable over time and
equally dispersed across the two countries. Given that the interest in Apple and Microsoft by the
limited number of users in China and Russia is not systematically different from the wider population,
we consider Google Trends as a reliable source of information for these two countries.
-------------------------------
Insert Figure 8 about here
-------------------------------
Based on our findings, we believe the Google Trends DOI measures offer a reliable operationalization
to complement traditional DOI. Still, we suggest precautions (e.g., country and industry fixed effects)
to account for potential differences in Google Trends DOI and to apply robustness checks using
17
traditional measures11. Most importantly, however, we consider the most valuable applications of
Google Trends DOI measures not in a novel proxy of traditional measures of degree of
internationalization, but as a novel, market-side conceptualization of internationalization in its own
right and theoretical merit.
CONCEPTUAL CONSIDERATIONS OF GOOGLE TRENDS INTERNATIONALIZATION
MEASURES
Our working paper on the moderating effect of firm internationalization on firm resilience to Covid-
19, shows that Google Trends internationalization measure can be used along traditional measures, as
a robustness test or primary measure, yielding identical results. However, it is important to stress that
the global distribution of search volumes captures a different, more market-related type of firm
internationalization. This approach may be less suitable in some contexts but opens other areas where
internationalization cannot be captured through traditional accounting measures. The proposed
measures, as such, do not neatly fit into the groups proposed by Sullivan (1994), they are neither
derived from companies’ transactions (performance), location of assets (structural), or mindset
(attitudinal). Rather, the Google Trends DOI measures constitute a fourth set of variables that capture
the footprint of the company in the global environment. When should IB researchers use Google
Trends measures instead of traditional accounting-based measures? In this section, we argue that the
choice of measure (traditional or Google) needs to be based on the theoretical mechanisms underlying
the hypothesized effects and showcase some theoretical mechanisms that lend themselves to the use of
Google Trends measures.
Traditional accounting-based measures are derived from companies’ global operations. As such, they
are superior when research questions address operational mechanisms like operational flexibility or
real options. In addition, such measures are better at capturing organizational complexity and cost of
coordination within a company. Finally, accounting-based measures will likely perform better when
arguments relate to the organizational structure of the company (diversification or internal capital
11 We show one such application in our working paper on stock prices during the Covid-19 pandemic.
18
markets). Table 6 highlights some of the differences between the Google Trends DOI measures and
traditional measures of internationalization.
-------------------------------
Insert Table 6 about here
-------------------------------
The Google Trends measures proposed in this research note are not based on the global distribution of
assets or sales but the companies’ recognition in the eyes of customers/investors. As such, they do not
capture operational boundaries of firms but the firms’ footprint as in the global mindset of customers,
shareholders, and stakeholders. This makes the Google Trends DOI measures particularly useful for
IB studies that address mechanisms that are theoretically founded in market-based or market-side
mechanisms (as opposed to global market operation). In our above-mentioned working paper, for
example, we analyze the protective effect of firm internationalization on stock prices of S&P 500
companies during the Covid-19 pandemic. Because stock prices are strongly related to investors’
perceptions of and knowledge about the company, Google Trends measures are conceptually closer to
the stock market sell-off process that is studied. Along the same lines, Cziraki, Mondria, and Wu
(2021) study stock price reactions and use Google Trends to measure investor interest and information
asymmetry across countries.
In addition to stock returns, many IB phenomena are driven by similar market-side mechanisms. Most
evidently, international marketing provides a myriad of applications to test a company’s international
recognition, brand value etc. Signaling effects from reputation or popularity are also important
theoretical components of corporate social responsibility (CSR) research. Other very promising
applications in IB research that are related to non-market strategy. There, the global recognition of
firms will determine the degree to which it is politically instrumentalized by host-country politicians
and thus indicates the firms’ exposure to external opportunism and activism. The Google Trends DOI
measures, also reflect the diversity of a company’s stakeholder audience more accurately than
traditional measures of internationalization. For empirical applications where the mechanism under
investigation is based on market-side perception of a company (rather than physical operations), the
Google Trends DOI measures have higher validity than traditional accounting-based measures.
19
In addition to the theoretical mechanism studied, researchers should consider the temporal dimension
when selecting a Google Trends or accounting-based measure of internationalization. As indicated
before, there are conceptual and empirical differences between volume of internationalization and
degree of internationalization. These differences are particularly important when researchers study fast
and dynamic processes of internationalization. While accounting-based measures make it difficult to
dissect these two components, Google Trend measures provide comparable operationalization for
them. In addition, accounting based measures have very long time-lags as companies internationalize.
Google Trends measures capture the rapid internationalization of true born globals and fads, allowing
researchers to better study the dynamics of the internationalization process. This means that Google
Trends can be used even to measure the internationalization effects of intra-year events like market
entries, M&As, or IJVs. Yearly accounting measures, however, inevitably aggregate the effects of all
internationalization steps (both in terms of volume and degree) to a yearly cross-section.
STRENGTHS & WEAKNESSES OF GOOGLE TRENDS MEASURES
Above, we argue that Google Trends internationalization measures are not only additions to the
existing universe of measures but capture a slightly different concept of firm internationalization. In
the following, we discuss some of the advantages, disadvantages, and dangers related to the proposed
measures.
Admittedly, Google Trends measures may have some empirical disadvantages or dangers. The first,
and most obvious is keyword contamination. Search volumes for Apple Inc., for example, are likely
biased by Google queries on the fruit. Thus, double meanings may contaminate individual keywords.
This problem is less severe when the keywords are names and not generic terms. For this purpose, we
recommend prior testing on the Google Trends portal and robustness checks using dummy variables
for contaminated keywords or subsample analyses. A related problem can occur when companies are
associated with and thus searched under several names (e.g., Google & Alphabet or Volkswagen &
VW). Such keyword dilution can cause the volume and degree of internationalization for a single
company to be under- or overestimated.
Another problem with Google Trends measures results from language differences between countries.
When using keyword in English, search scores are less reliable in countries where English proficiency
20
is low. It is important to stress that such differences affect the degree of internationalization to a lower
extent because it is based on the comparison of search score distributions across countries. In other
words, the bias in different countries is the same for all companies. The volume of internationalization,
on the other hand, can be lower, if a company is mostly recognized in a language other than English
(e.g., Japanese and Chinese companies). To address such concerns, we recommend prior testing on the
Google Trends portal and robustness checks using subsamples of firms’ home countries or weigh
internationalization measures by each country’s English proficiency.
The third issue relates to time series normalization by Google Trends. To make search volumes for a
larger number of keywords comparable, scholars must choose up to five baseline keywords that serve
as reference. For applications related to the internationalization of companies, we recommend a
combination of baseline keywords with universal meaning and relevance (e.g., Gmail, Maps,
Translate, Wikipedia, YouTube). Thus, like the use of fixed effects in multivariate regressions, all
internationalization measures for the companies in the sample must be interpreted relative to the joint
internationalization of these baseline keywords. Ideally, the selection of good baseline keywords will
create unbiased and robust measures. However, if scholars select baseline keywords that are highly
volatile over time, uncommon or biased themselves (see point 1 and 2 before), all measures of
internationalization will be biased. Therefore, we recommend prior testing on the Google Trends
portal and robustness checks that address the problem using alternative baseline keywords.
Striking advantages in the proposed measures, compared to traditional accounting measures, outweigh
these weaknesses. The measures allow researchers data triangulation (Nielsen, Welch, Chidlow,
Miller, Aguzzoli, Gardner, Karafyllia, & Pegoraro, 2020) to overcome issues in the measurement of
internationalization (Verbeke & Forootan, 2012, Verbeke, Li, & Goerzen, 2009). Therefore, scholars
can use Google Trends measures to operationalize degree of internationalization independent of type
of value chain activity, entry mode choice, and strategic motives for internationalization. Moreover,
researchers can separate the dispersion of international operations (i.e., degree of internationalization)
from the intensity of international operations (i.e., volume of internationalization).
Google Trends offers exponentially higher data granularity, availability, and accuracy. Data is
collected and published daily and can be downloaded for any company or keyword. As such, Google
21
Trends measures can be applied to samples where data availability is problematic, where intra-year
data is required and where existing measures are unreliable. These advantages make Google Trends
data extremely versatile and opens new perspectives on firm internationalization, as outlined above,
and offers entirely new, IB relevant applications that go beyond the concept of firm
internationalization. This gives scholars the opportunity to investigate the internationalization of
cultural values, consumer behavior, or political trends (Aguzzoli, Gardner, & Newburry, 2021). Thus,
the proposed measures provide an approach to cope with the growing multiplicity and dynamism of
the global business system (Eden & Nielsen, 2020). We discuss some of these opportunities below.
We believe that the application of Google Trends measures can also increase methodological rigor in
IB research. First, the usage of Google Trends contributes to the diversity and novelty of data sources
and methods in IB (Aguzzoli, Gardner, & Newburry, 2021, Miller, Welch, Chidlow, Nielsen,
Pegoraro, & Karafyllia, 2021). Thereby, applications of Google Trends data enhance the quality and
diversity of research methods in the IB community. Second, Google Trends is freely and universally
available. As an open-source software package, globaltrends provides open access to a novel and rich
data source. Using the proposed measures to operationalize internationalization therefore enhances
reproducibility, replicability, and transparency in IB research (Aguinis, Cascio, & Ramani, 2017,
Beugelsdijk, van Witteloostuijn, & Meyer, 2020).
NOVEL RESEARCH APPLICATIONS THROUGH GOOGLE TRENDS
INTERNATIONALIZATION MEASURES
While this research note focuses on the use of Google Trends data as an alternative, yet conceptually
slightly different measure of firms’ degree of internationalization, the potential contribution of the
package to IB scholarship goes far beyond this as it opens up a myriad of new research opportunities
that are unattainable with existing measures. In this section, we subjectively showcase some striking
potential applications of Google Trends data in IB research.
First, Google Trends data can be used to measure the degree of internationalization of non-traditional
entities, or even concepts. For example, the measures can be equally applied to products. For example,
scholars can track the internationalization of automotive models or electronic gadgets, as opposed to
companies (examples provided in Figure A11). Equally, Google Trends DOI measures can be applied
22
to individuals (e.g., academics, politicians, athletes, or managers; examples in Figure A12), non-
corporate organizations (e.g., universities, sports clubs, terror organizations, or NGOs; examples in
Figure A13), or even fashions, trends, and socio-economic phenomena (e.g., pandemics, hypes,
political developments, or sentiments; examples in Figure A14). Most strikingly, all these metrics are
from the same source, scale and therefore directly comparable. As such, for example, IB researchers
could study the international recognition of academic scholars, their universities and theoretical
contributions using the same metric.
Second, the high granularity of Google Trends data both in the temporal and geographic dimension
open entirely new applications of DOI. The high granularity of the data could be used to study the
dynamics of internationalization in much greater detail. This allows researchers to study rapid
internationalization processes (e.g., born globals) or the dynamics of individual steps of
internationalization (e.g., market entry). This IB allows researchers to compute abnormal returns of
internationalization and study the effects of varying internationalization strategies (e.g., M&A, IJVs)12.
For example, IB researchers can study the added DOI a firm acquires in an acquisition (upper panels
in Figure A15), or the internationalization effect of a market entry in one country using this country’s
Google Trends time series. Equally applying on the concept of abnormal DOI returns, the authors of
this note made attempts to measure the internationalization benefits for researchers receiving the
Nobel Price (third panel in Figure A15), or, on a less serious note, the internationalization benefits to
the soccer club Juventus Turin of the acquisition of Cristiano Ronaldo (lower Panel in Figure A15).
Google Trends data also have superior geographical availability opening new avenues of empirical
investigation. Google Trends data are available on a on a subnational or district level. As such, IB
researchers can follow firms’ exposure single countries, creating a measure of firm concentration
within a country (Figure A16). It is, for example, an interesting question for IB to study if firms of
varying degrees of dispersion within the US are affected differently by changes in in the global policy
environment. For example, the authors of this research note used companies’ dispersion within the US
12 Focusing on the first derivative of the time series, provides IB researchers with a novel measure for speed of
internationalization. The time series’ standard deviation can be interpreted as a volatility measure for
internationalization.
23
as a variable explaining abnormal stock returns of S&P 500 companies during the US presidential
election13.
Third, Google Trends data can be used to study patterns of internationalization. The proposed
measures for internationalization do not distinguish Google Trends data in a geographic sense. In other
words, countries are treated as categorical buckets without consideration of geographical location or
colocation. Including such geographical data, would allow IB researchers to map firms’ regional
imprints potentially contributing to the regionalization literature in IB (Rugman & Verbeke, 2004).
Like the entropy measures, these footprints could be applied to firm dyads, assessing the structural
similarity of firms. Studying how many markets different firms share, and how theses primary markets
overlap would provide an indication for the structural similarity of firms14.
Finally, Google Trends data can be used by IB scholars (and beyond) to revisit some of the country-
level constructs used in IB. Similar to existing applications in the field of economics, IB scholars can
use series of search terms to study political risk in countries. One such preliminary attempt by the
authors of this research note is illustrated in Figure A17 in the appendix. To construct the country risk
index, the authors surveyed academic experts to construct a risk-related survey battery including 106
individual search terms. Subsequently, search volumes of these search terms in each country (and their
translated local language equivalents) were obtained with the globaltrends R package (Puhr, 2021).
Volumes of search terms were aggregated and indexed to yield a country risk score for each country.
While the index is still in its infancy, these first results are promising.
Such country-level measures can be applied to compare countries’ political risk but more importantly,
monthly Google Trends data is uniquely suitable to study more short-term changes in political risk
within a country. Equally, Google Trends data can be used to revisit concepts about country distance
often used in IB (e.g., psychic distance, cultural distance). Scholars could, for example, create a bucket
of search queries to represent consumers’ cultural, economic, and social profile. Comparing the
13 Working paper available on request. 14 In a recent application of this approach, authors studied the internationalization process of selected Crypto
Fintech startups and found striking similarities in their early internationalization process to Asia and the US.
24
correlations of such time series between countries would yield interesting and potentially new
measures of country distance.
CONCLUSION
Our research note uses the globaltrends R package and Google Trends to introduce two novel and
uniquely versatile measure of firm internationalization based on Google search volumes. More
specifically, we propose Google Trends data for measuring firms’ volume of internationalization and
degree of internationalization. The measures can be used as more readily available substitutes for
traditional, accounting-based measures as illustrated in our working paper on stock prices during the
Covid-19 pandemic.
However, we also argue that these measures are not mere substitutes but complement the universe of
measures available, by capturing a market-side internationalization or exposure of firms. As such, the
Google Trends DOI measures are more suitable to capture theoretical mechanisms of market-side
exposure or signaling processes in international business than accounting-based measures which
capture the internationalization of companies’ operations but not necessarily their recognition across
the globe. In addition, we argue that the responsive nature of Google Trends time series allows
scholars to capture the dynamics of rapid internationalization and de-internationalization processes
more reliably than with accounting-based measures.
In addition to introducing and discussing the two measures proposed, we highlight the unique
versatility of Google Trends measures for IB scholarship and beyond. We propose additional potential
applications of Google Trends data to measure firms’ concentration within countries. Applying the
Google Trends DOI measures beyond firm internationalization, IB researchers can study the
internationalization of products, persons, ideas, events, fads, or scandals, even academic authors and
papers. In addition, the data granularity, availability, and accuracy of Google Trends opens entirely
new methodologies for IB researchers, such as event study approaches or time series analysis. We
believe that, due to its free and universal availability, the usage of Google Trends as a data source will
enhance methodological rigor and diversity in IB research. Finally, the scalability and coverage of
25
Google as a survey instrument in virtually every country of the world, endows IB scholars to revisit
measurement of core IB concepts such as country risk and, most importantly, distance.
26
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Table 1: Descriptive statistics for VOI and DOI measures for S&P 500
Parameter N Mean SD Min Max
VOIobserved 1,025 0.003 0.024 0.000 0.666
DOI Giniobserved 1,025 0.166 0.158 0.000 0.721
DOI Giniseason-adjusted 1,025 0.192 0.163 0.000 0.713
DOI Ginitrend-only 1,025 0.215 0.179 0.000 0.739
DOI HHIobserved 1,025 0.675 0.328 0.000 0.980
DOI Entropyobserved 1,025 -0.414 0.510 -3.157 0.000
Share of foreign assetsS&P500 527 0.158 0.206 0.000 1.000
Share of foreign salesS&P500 527 0.226 0.228 0.000 1.000
Share of foreign profitsS&P500 527 0.054 0.177 -0.669 1.000
RIMSMarshall et al. (2020) 484 0.139 0.158 0.000 0.766
TNCIUNCTAD (2020) 93 59.609 21.462 4.314 99.590
Number of foreign countries 1,025 23.710 22.378 1.000 151.000
Share of foreign subsidiaries 994 0.353 0.259 0.000 1.000
Note: Subscript indicates comparison dataset. S&P 500 data were obtained from annual reports filed
with the SEC. TNC Index was provided by UNCTAD and RIMS by Marshall, Brouthers, and Keig
(2020). Number of foreign countries and share of foreign subsidiaries was obtained from BvD Orbis
for the full sample.
30
Table 2: Correlation table for VOI and DOI from Google Trends and traditional DOI measures
Parameter 13 12 11 10 9 8 7 6 5 4 3 2 1
1 VOIobserved -0.012 0.043 -0.174 0.098 -0.020 0.054 0.020 -0.028 0.093 0.206 0.231 0.254 1
2 DOI Giniobserved 0.180 0.430 0.024 0.364 0.134 0.378 0.250 -0.212 0.702 0.975 0.990 1
3 DOI Giniseason-adjusted 0.183 0.435 0.006 0.369 0.135 0.389 0.251 -0.213 0.743 0.995 1
4 DOI Ginitrend-only 0.186 0.436 0.009 0.372 0.127 0.394 0.255 -0.199 0.761 1
5 DOI HHIobserved 0.119 0.355 0.027 0.367 0.094 0.374 0.271 -0.262 1
6 DOI Entropyobserved -0.021 -0.127 0.025 -0.122 -0.043 0.071 0.038 1
7 Share of foreign assetsS&P500 0.351 0.287 0.627 0.161 0.182 0.497 1
8 Share of foreign salesS&P500 0.450 0.383 0.771 0.293 0.127 1
9 Share of foreign profitsS&P500 0.041 0.091 0.161 0.070 1
1
0 RIMSMarshall et al. (2020) 0.087 0.407 -0.132 1
1
1 TNCIUNCTAD (2020) 0.345 0.390 1
1
2 Number of foreign countries 0.529 1
1
3 Share of foreign subsidiaries 1
Note: Subscript indicates comparison dataset. S&P 500 data were obtained from annual reports filed with the SEC. TNC Index was provided by UNCTAD and
RIMS by Marshall, Brouthers, and Keig (2020). Number of foreign countries and share of foreign subsidiaries was obtained from BvD Orbis for the full sample.
31
Table 3: Empirical comparison of Google Trends DOI and traditional DOI measures
Google Trends DOI (1) (2) (3)
Traditional DOI 0.259
p = 0.000
Number of foreign countries 0.338
p = 0.000
Share of foreign subsidiaries 0.135 p = 0.000
Constant 0.269 -0.001 -0.002
p = 0.000 p = 0.964 p = 0.940
Observations 1,103 1,025 1,025
Dataset fixed effects Included
R2 0.150 0.114 0.018
Adjusted R2 0.148 0.113 0.017
Note: In the predictive model, we pool all available firm-level datasets (i.e., S&P 500, RIMS, TNCI) and
include an indicator variable to capture dataset-related differences. Traditional DOI measures are
standardized to establish comparability. In Model 1, we use traditional measures of DOI from existing
datasets as a predictor variable for the Google Trends DOI. Results indicate significant positive predictive
relationship with reasonable reliability (R2). In Models 2 and 3, we use measures for DOI we can obtain
for all companies as predictors (i.e., number of foreign subsidiaries, share of foreign subsidiaries). Results
confirm Model 1.
32
Table 4: Empirical tests for country biases of Google Trends DOI measures
Google Trends DOI (4) (5) (6) (7) (8)
Traditional DOI 0.371 0.224 0.223 0.370 0.427
p = 0.000 p = 0.000 p = 0.000 p = 0.000 p = 0.000
GDP 0.049
p = 0.008
GDP/capita 0.332
p = 0.001
Internet usage 0.077
p = 0.605
English proficiency 0.054
p = 0.190
English as official language 0.187 p = 0.019
Traditional DOI x
GDP
-0.034
p = 0.034
Traditional DOI x
GDP/capita
0.053
p = 0.521
Traditional DOI x
Internet usage
0.092
p = 0.506
Traditional DOI x
English proficiency
-0.185
p = 0.000
Traditional DOI x
English as official language
-0.236 p = 0.000
Constant 0.057 0.110 0.238 0.217 0.086
p = 0.521 p = 0.077 p = 0.002 p = 0.000 p = 0.326
Observations 1,096 1,096 1,098 1,089 1,099
Dataset fixed effects Included
R2 0.161 0.161 0.152 0.171 0.164
Adjusted R2 0.157 0.157 0.148 0.167 0.161
Note: In Models 4 to 8, we test for home country-related biases that have been mentioned in connection
with Google Trends by interacting traditional DOI as a predictor with a bias-related construct. A
significant interaction indicates a significant bias that influences the predictive capacity of traditional DOI
on Google Trends DOI. In Models 4 and 5, we test for home country size effects indicating a small but
significant bias. In Models 6 we test for biases from varying degrees of internet usage in countries. In
models 7 and 8, we test for language related biases using English proficiency scores and a dummy for
English as a native language. Results indicate significant but small biases from languages. Across all
specification, the predictive validity of traditional DOI on Google Trends DOI remains positive and
significant.
33
Table 5: Empirical tests for firm biases of Google Trends DOI measures
Google Trends DOI (9) (10) (11) (12) (13)
Traditional DOI 0.273 0.265 0.280 0.343 0.258
p = 0.000 p = 0.000 p = 0.000 p = 0.000 p = 0.000
Total sales 0.322
p = 0.000
Number of employees 0.268 p = 0.000
Total assets 0.248 p = 0.000
B2B industry -0.019
p = 0.825
Exposure to China -0.097
p = 0.043
Traditional DOI x
Total sales
0.073
p = 0.003
Traditional DOI x
Number of employees
0.104 p = 0.001
Traditional DOI x
Total assets
0.174 p = 0.001
Traditional DOI x
B2B industry
-0.097
p = 0.244
Traditional DOI x
Exposure to China
-0.022
p = 0.547
Constant 0.265 0.253 0.268 0.300 0.244
p = 0.000 p = 0.000 p = 0.000 p = 0.000 p = 0.000
Observations 1,077 1,074 1,075 1,093 1,084
Dataset fixed effects Included
R2 0.238 0.205 0.174 0.152 0.153
Adjusted R2 0.234 0.202 0.170 0.148 0.149
Note: In Models 9 to 13, we test for firm-specific biases by interacting traditional DOI as a predictor with
a bias-related construct. A significant interaction indicates a significant bias that influences the predictive
capacity of traditional DOI on Google Trends DOI. In Models 9 to 11, we test for firm size biases
indicating a small but significant bias. In Model 12 we test for biases for B2C firms. In Model 13, we test
biases affecting firms with operations in China using the number of Chinese subsidiaries as a moderator.
Both B2B and China biases are insignificant.
34
Table 6: Areas of application for accounting-based and Google Trends measures of
internationalization
Accounting-based measures Google Trends measures
Primary theoretical mechanisms
Operational flexibility
(e.g., real options, internal capital markets)
Market-based mechanisms
(e.g., stock-price reactions)
Operational complexity
(e.g., costs of coordination)
Signaling-based mechanisms
(e.g., brand, reputation, popularity)
Organizational structure
(e.g., subsidiary network)
Stakeholder diversity
(e.g., stakeholder network)
International diversification
(e.g., political risk diversification)
Global exposure
(e.g., visibility, recognition, political risk)
Temporal orientation
Static internationalization status
(e.g., operational footprint)
Internationalization dynamics
(e.g., rapid internationalization,
de-internationalization)
Note: The table contrasts the suitability of traditional and Google Trends measures of firm
internationalization according to the primary theoretical mechanisms and temporal orientation of the
effect studied.
35
Figure 1: VOI and DOI as two distinct measures of internationalization
Note: In this numeric example we do not include the domestic market for simplicity.
36
Figure 2: VOI and DOI of the Fidget Spinner
Note: The first panel depicts the fidget spinner’s rise to becoming a global product in just a matter of
weeks using the VOI measure. The second panel illustrates the DOI over the same period for the fidget
spinner. It highlights that despite its quick decline in volume, the fidget spinner remained a globally
internationalized product with similarly distributed interests across markets.
37
Figure 3: Exemplary distributions of DOI
Note: The figure illustrates DOI boxplots for six selected S&P 500 companies. Three companies (Coca-
Cola, Facebook & Microsoft) were selected because of their high DOI and three companies (Alaska Air,
Illinois Tool Works & JM Smucker) were selected because of their low DOI. Comparison of average DOI
between companies and the tight distribution boxplots within companies over time indicate high validity
and reliability of Google Trends DOI measures.
38
Figure 4: Exemplary time series of DOI
Note: The figure illustrates DOI time series for six selected S&P 500 companies. Three companies (Coca-
Cola, Facebook & Microsoft) were selected because of their high DOI and three companies (Alaska Air,
Illinois Tool Works & JM Smucker) were selected because of their low DOI. Relatively stable DOI
measures across time indicate high validity and reliability of Google Trends DOI measures.
39
Figure 5: Scatter plot of average VOI and DOI for S&P 500
Note: The figure plots monthly VOI measures against DOI measures for firms in the S&P 500. As
expected, companies with low volume in search activity tend to be less internationalized (DOI). Among
companies of large volume (VOI), however, there exists extensive variation between VOI and DOI. Some
companies are described as more local giants while others are multinational giants.
40
Figure 6: Marginal effect plots for bias regressions
Note: The figure shows marginal effect plots for the bias regressions presented in Tables 3-5. We use
traditional DOI measures (FSTS, RIMS, TNCI) to predict Google Trends DOI. To analyze the robustness
of the Google Trends DOI measure, we introduce a series of biases.
42
Figure A2: Google Trends-related publications (Web of Science + PubMed)
Note: Data combines PubMed and Web of Science articles that include “Google Trends” as topic,
keyword or in the title. Data as of 21.09.2020.
0
50
100
150
200
250
300
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Nr. of scientific publications
43
Figure A3: Web of science & Pub Med word bigram
Note: Data combines PubMed and Web of Science articles that include “Google Trends” as topic,
keyword or in the title. Data as of 21.09.2020. Word clouds were computed from author supplied
keywords in PubMed and Web of Science.
44
Figure A4: Across and within country search scores of the Fidget Spinner
Note: The figure illustrates the rise of the fidget spinner within the US (lower panel) and slightly later
across the world (upper panel). Search score is measured using VOI.
45
Figure A5: Seasonality effects in VOI and DOI
Note: The figure shows VOI and DOI time series for Amazon. Spikes indicate surges in interest (VOI)
around black Friday and Christmas (dotted lines). Because these events are concentrated in the US and
Western Europe, the degree of internationalization tends to reflect these concentrated surges with lower
DOI.
46
Figure A6: Observed, season-adjusted, and trend-only search scores of Coca-Cola
Note: The figure plots observed search scores against season-adjusted search scores (left panel) and trend-
only search scores (right panel). The strong correlation between observed search scores and adjusted
search scores indicates robustness to distortions from seasonality and outlier effects.
47
Figure A7: DOI of Coca-Cola based on Gini coefficient, HHI, and Entropy
Note: The figure plots DOI measures as inverted Gini coefficient against DOI as inverted Herfindahl
index (left panel) and as inverted Entropy (right panel). The strong correlation between Gini-based DOI
and the alternative DOI measurements indicate robustness to distortions from measurement.
48
Figure A8: Additional marginal effect plots for bias regressions
Note: The figure shows additional marginal effect plots for the bias regressions presented in Tables 3-5
(c.f. Figure 6). We use traditional DOI measures (FSTS, RIMS, TNCI) to predict Google Trends DOI. To
analyze the robustness of the Google Trends DOI measure, we introduce a series of biases.
50
Figure A10: Google Trends results for Apple and Microsoft in China and Russia
China
Apple Microsoft
Russia
Apple Microsoft
Note: The Figure shows search volumes for “Apple” and “Microsoft” in China and Russia from Google
Trends. Obtained Feb 15th 2021.
51
Figure A11: DOI for products
Note: The figure shows DOI for different products such as cars and electronic gadgets. In the case
of the Tesla Model 3 and the Nintendo Switch, the rapid increase in internationalization after the product
launch in apparent. For the Amazon Kindle and the VW Golf, internationalization remains relatively
stable.
52
Figure A12: DOI for individuals
Note: The figure shows DOI for various individuals. In the case of athlete Kylian Mbappe, his rise in
fame and recognition after the 2018 football world cup is apparent in the data.
53
Figure A13: DOI for non-corporate organizations
Note: The figure shows DOI for various non-corporate organizations.
54
Figure A14: DOI for phenomena and trends
Note: The figure shows DOI for various social phenomena and trends. In the case of Covid-19 and the Ice Bucket Challenge, the data shows the rapid increase in international interest.
55
Figure A15: Event studies with VOI and DOI
Note: The figure shows abnormal monthly changes in VOI and DOI for selected events (solid red line) compared to a 12-month historic average. The two upper panels indicate developments around the acquisition announcement of Tiffany by LMVH. Higher VOI but lower DOI hints at greater but
more concentrated interest in Tiffany. Probably by geographically concentrated investors. The third panel
shows the increase in global interest (higher DOI) in Esther Duflo after she was announced as a Nobel
laureate. The lower panel shows the increase in global interest (higher DOI) in the Juventus Turin football
club after the announced transfer of Cristiano Ronaldo to Turin.
56
Figure A16: Example for intra-country dispersion for US newspapers
Note: The figure illustrates geographical distributions of newspapers within the US and shows search
scores for individual US states. While the Boston Globe and Star tribune are concentrated strongly in
Massachusetts and Minnesota, the Wall Street Journal is more dispersed but dominant in Washington DC.
USA Today, is most evenly distributed across all US states and has highest degree of intra-country
dispersion.
57
Figure A17: Socio-political country risk score computed from Google Trends data
Note: The figure shows preliminary results for a socio-political risk index for various countries. The
authors computed the risk index based on search scores for 106 risk-related search terms obtained from
globaltrends. The more internet users search for terms such as “conflict”, “corruption”, or “terror”, the
more pervasive the socio-political issue in the respective country.
58
Table A1: Overview of disciplines using Google Trends
Discipline Nr. Papers
Health 545
Economics 108
Social Science 63
Business 41
Tourism 32
Political Science 20
Education 12
Psychology 8
Ecology 7
Computer Science 5
Sports 5
Meteorology 3
Biology 3
Geography 3
Grand Total 855
Note: Data combines PubMed and Web of Science articles that include “Google Trends” as topic,
keyword or in the title. Data as of 21.09.2020.
59
Table A2: Academic article overview 2000-2020 in Web of Science & Pub Med
Title Authors Journal/Source Year Vol. Iss. Citation
s
Cit./Year
Predicting the Present with Google Trends Choi, Hyunyoung; Varian, Hal ECONOMIC RECORD 2012 88
629 69.89
Quantifying Trading Behavior in Financial Markets
Using Google Trends
Preis, Tobias; Moat, Helen Susannah;
Stanley, H. Eugene
SCIENTIFIC
REPORTS
2013 3
280 35
The Use of Google Trends in Health Care
Research: A Systematic Review
Nuti, Sudhakar V.; Wayda, Brian;
Ranasinghe, Isuru; Wang, Sisi; Dreyer,
Rachel P.; Chen, Serene I.; Murugiah,
Karthik
PLOS ONE 2014 9 10 225 32.14
BitCoin meets Google Trends and Wikipedia:
Quantifying the relationship between phenomena of
the Internet era
Kristoufek, Ladislav SCIENTIFIC
REPORTS
2013 3
192 24
Forecasting Private Consumption: Survey-Based
Indicators vs. Google Trends
Vosen, Simeon; Schmidt, Torsten JOURNAL OF
FORECASTING
2011 30 6 174 17.4
Information demand and stock market volatility Vlastakis, Nikolaos; Markellos, Raphael N. JOURNAL OF
BANKING &
FINANCE
2012 36 6 153 17
Forecasting Chinese tourist volume with search
engine data
Yang, Xin; Pan, Bing; Evans, James A.; Lv,
Benfu
TOURISM
MANAGEMENT
2015 46
134 22.33
Can Google data improve the forecasting
performance of tourist arrivals? Mixed-data
sampling approach
Bangwayo-Skeete, Prosper F.; Skeete, Ryan
W.
TOURISM
MANAGEMENT
2015 46
109 18.17
The utility of Google Trends for epidemiological
research: Lyme disease as an example
Seifter, Ari; Schwarzwalder, Alison; Geis,
Kate; Aucott, John
GEOSPATIAL
HEALTH
2010 4 2 109 9.91
Big data in tourism research: A literature review Li, Jingjing; Xu, Lizhi; Tang, Ling; Wang,
Shouyang; Li, Ling
TOURISM
MANAGEMENT
2018 68
86 28.67
Google search patterns suggest declining interest in
the environment
Mccallum, Malcolm L.; Bury, Gwendolyn
W.
BIODIVERSITY AND
CONSERVATION
2013 22 6-7 76 9.5
Characteristics of Bitcoin users: an analysis of
Google search data
Yelowitz, Aaron; Wilson, Matthew APPLIED
ECONOMICS
LETTERS
2015 22 13 73 12.17
Nowcasting with Google Trends in an Emerging
Market
Carriere-Swallow, Yan; Labbe, Felipe JOURNAL OF
FORECASTING
2013 32 4 70 8.75
Media Influences on Social Outcomes: The Impact
of MTV's 16 and Pregnant on Teen Childbearing
Kearney, Melissa S.; Levine, Phillip B. AMERICAN
ECONOMIC REVIEW
2015 105 12 59 9.83
Measuring economic uncertainty and its impact on
the stock market
Dzielinski, Michal FINANCE RESEARCH
LETTERS
2012 9 3 55 6.11
Google searches and stock returns Bijl, Laurens; Kringhaug, Glenn; Molnar,
Peter; Sandvik, Eirik
INTERNATIONAL
REVIEW OF
FINANCIAL
ANALYSIS
2016 45
54 10.8
60
Title Authors Journal/Source Year Vol. Iss. Citation
s
Cit./Year
Can Google Trends search queries contribute to
risk diversification?
Kristoufek, Ladislav SCIENTIFIC
REPORTS
2013 3
49 6.13
Is Google Trends a reliable tool for digital
epidemiology? Insights from different clinical
settings
Cervellin, Gianfranco; Comelli, Ivan; Lippi,
Giuseppe
JOURNAL OF
EPIDEMIOLOGY
AND GLOBAL
HEALTH
2017 7 3 48 12
Forecasting Destination Weekly Hotel Occupancy
with Big Data
Pan, Bing; Yang, Yang JOURNAL OF
TRAVEL RESEARCH
2017 56 7 48 12
Oil financialization and volatility forecast:
Evidence from multidimensional predictors
Ma, Yan-ran; Ji, Qiang; Pan, Jiaofeng JOURNAL OF
FORECASTING
2019 38 6 43 21.5
Analysis of the Capacity of Google Trends to
Measure Interest in Conservation Topics and the
Role of Online News
Nghiem, Le T. P.; Papworth, Sarah K.;
Lim, Felix K. S.; Carrasco, Luis R.
PLOS ONE 2016 11 3 42 8.4
Searching for the picture: forecasting UK cinema
admissions using Google Trends data
Hand, Chris; Judge, Guy APPLIED
ECONOMICS
LETTERS
2012 19 11 42 4.67
A dynamic linear model to forecast hotel
registrations in Puerto Rico using Google Trends
data
Rivera, Roberto TOURISM
MANAGEMENT
2016 57
40 8
Do American States with More Religious or
Conservative Populations Search More for Sexual
Content on Google?
MacInnis, Cara C.; Hodson, Gordon ARCHIVES OF
SEXUAL BEHAVIOR
2015 44 1 40 6.67
Skip the Trip: Air Travelers' Behavioral Responses
to Pandemic Influenza
Fenichel, Eli P.; Kuminoff, Nicolai V.;
Chowell, Gerardo
PLOS ONE 2013 8 3 37 4.63
Novel surveillance of psychological distress during
the great recession
Ayers, John W.; Althouse, Benjamin M.;
Allem, Jon-Patrick; Childers, Matthew A.;
Zafar, Waleed; Latkin, Carl; Ribisl, Kurt
M.; Brownstein, John S.
JOURNAL OF
AFFECTIVE
DISORDERS
2012 142 1-3 37 4.11
Exploring new web-based tools to identify public
interest in science
Baram-Tsabari, Ayelet; Segev, Elad PUBLIC
UNDERSTANDING
OF SCIENCE
2011 20 1 37 3.7
Short-term forecasting of Japanese tourist inflow to
South Korea using Google trends data
Park, Sangkon; Lee, Jungmin; Song,
Wonho
JOURNAL OF
TRAVEL & TOURISM
MARKETING
2017 34 3 36 9
Daily happiness and stock returns: Some
international evidence
Zhang, Wei; Li, Xiao; Shen, Dehua; Teglio,
Andrea
PHYSICA A-
STATISTICAL
MECHANICS AND
ITS APPLICATIONS
2016 460
35 7
Does twitter predict Bitcoin? Shen, Dehua; Urquhart, Andrew; Wang,
Pengfei
ECONOMICS
LETTERS
2019 174
34 17
Can internet searches forecast tourism inflows? Artola, Concha; Pinto, Fernando; de
Pedraza Garcia, Pablo
INTERNATIONAL
JOURNAL OF
MANPOWER
2015 36 1 33 5.5
61
Title Authors Journal/Source Year Vol. Iss. Citation
s
Cit./Year
Data Mining From Web Search Queries: A
Comparison of Google Trends and Baidu Index
Vaughan, Liwen; Chen, Yue JOURNAL OF THE
ASSOCIATION FOR
INFORMATION
SCIENCE AND
TECHNOLOGY
2015 66 1 33 5.5
Retail investor attention and stock liquidity Ding, Rong; Hou, Wenxuan JOURNAL OF
INTERNATIONAL
FINANCIAL
MARKETS
INSTITUTIONS &
MONEY
2015 37
32 5.33
Everything you always wanted to know about log-
periodic power laws for bubble modeling but were
afraid to ask
Geraskin, Petr; Fantazzini, Dean EUROPEAN
JOURNAL OF
FINANCE
2013 19 5 32 4
A Structured Analysis of Unstructured Big Data by
Leveraging Cloud Computing
Liu, Xiao; Singh, Param Vir; Srinivasan,
Kannan
MARKETING
SCIENCE
2016 35 3 31 6.2
Decomposing the Impact of Advertising:
Augmenting Sales with Online Search Data
Hu, Ye; Du, Rex Yuxing; Damangir, Sina JOURNAL OF
MARKETING
RESEARCH
2014 51 3 31 4.43
Social media analytics: Extracting and visualizing
Hilton hotel ratings and reviews from TripAdvisor
Chang, Yung-Chun; Ku, Chih-Hao; Chen,
Chun-Hung
INTERNATIONAL
JOURNAL OF
INFORMATION
MANAGEMENT
2019 48
30 15
Tourism demand forecasting: A deep learning
approach
Law, Rob; Li, Gang; Fong, Davis Ka Chio;
Han, Xin
ANNALS OF
TOURISM
RESEARCH
2019 75
30 15
Leveraging Trends in Online Searches for Product
Features in Market Response Modeling
Du, Rex Yuxing; Hu, Ye; Damangir, Sina JOURNAL OF
MARKETING
2015 79 1 29 4.83
Where and When Can We Use Google Trends to
Measure Issue Salience?
Mellon, Jonathan PS-POLITICAL
SCIENCE &
POLITICS
2013 46 2 29 3.63
Ten years of research change using Google Trends:
From the perspective of big data utilizations and
applications
Jun, Seung-Pyo; Yoo, Hyoung Sun; Choi,
San
TECHNOLOGICAL
FORECASTING AND
SOCIAL CHANGE
2018 130
28 9.33
Investor sentiment and the price of oil Qadan, Mahmoud; Nama, Hazar ENERGY
ECONOMICS
2018 69
28 9.33
Forecasting volatility with empirical similarity and
Google Trends
Hamid, Alain; Heiden, Moritz JOURNAL OF
ECONOMIC
BEHAVIOR &
ORGANIZATION
2015 117
28 4.67
Forecasting unemployment with internet search
data: Does it help to improve predictions when job
destruction is skyrocketing?
Rosalia Vicente, Maria; Lopez-Menendez,
Ana J.; Perez, Rigoberto
TECHNOLOGICAL
FORECASTING AND
SOCIAL CHANGE
2015 92
28 4.67
62
Title Authors Journal/Source Year Vol. Iss. Citation
s
Cit./Year
Assessing the Methods, Tools, and Statistical
Approaches in Google Trends Research:
Systematic Review
Mavragani, Amaryllis; Ochoa, Gabriela;
Tsagarakis, Konstantinos P.
JOURNAL OF
MEDICAL INTERNET
RESEARCH
2018 20 11 27 9
Technology-push and demand-pull factors in
emerging sectors: evidence from the electric
vehicle market
Choi, Hyundo INDUSTRY AND
INNOVATION
2018 25 7 27 9
Has microblogging changed stock market
behavior? Evidence from China
Jin, Xi; Shen, Dehua; Zhang, Wei PHYSICA A-
STATISTICAL
MECHANICS AND
ITS APPLICATIONS
2016 452
27 5.4
Google Trends and tourists' arrivals: Emerging
biases and proposed corrections
Dergiades, Theologos; Mavragani, Eleni;
Pan, Bing
TOURISM
MANAGEMENT
2018 66
26 8.67
Limited Edition for Me and Best Seller for You:
The Impact of Scarcity versus Popularity Cues on
Self versus Other-Purchase Behavior
Wu, Laurie; Lee, Christopher JOURNAL OF
RETAILING
2016 92 4 26 5.2
Forecasting German car sales using Google data
and multivariate models
Fantazzini, Dean; Toktamysova, Zhamal INTERNATIONAL
JOURNAL OF
PRODUCTION
ECONOMICS
2015 170
26 4.33
Power-law correlations in finance-related Google
searches, and their cross-correlations with volatility
and traded volume: Evidence from the Dow Jones
Industrial components
Kristoufek, Ladislav PHYSICA A-
STATISTICAL
MECHANICS AND
ITS APPLICATIONS
2015 428
26 4.33
Online big data-driven oil consumption forecasting
with Google trends
Yu, Lean; Zhao, Yaqing; Tang, Ling; Yang,
Zebin
INTERNATIONAL
JOURNAL OF
FORECASTING
2019 35 1 24 12
Tweets, Google trends, and sovereign spreads in
the GIIPS
Dergiades, Theologos; Milas, Costas;
Panagiotidis, Theodore
OXFORD ECONOMIC
PAPERS-NEW
SERIES
2015 67 2 24 4
The internet as a data source for advancement in
social sciences
Askitas, Nikolaos; Zimmermann, Klaus F. INTERNATIONAL
JOURNAL OF
MANPOWER
2015 36 1 24 4
Web traffic and organization performance
measures: Relationships and data sources examined
Vaughan, Liwen; Yang, Rongbin JOURNAL OF
INFORMETRICS
2013 7 3 24 3
The causal relationship between Bitcoin attention
and Bitcoin returns: Evidence from the Copula-
based Granger causality test
Dastgir, Shabbir; Demir, Ender; Downing,
Gareth; Gozgor, Giray; Lau, Chi Keung
Marco
FINANCE RESEARCH
LETTERS
2019 28
23 11.5
Bariatric surgery interest around the world: What
Google Trends can teach us
Linkov, Faina; Bovbjerg, Dana H.; Freese,
Kyle E.; Ramanathan, Ramesh; Eid, George
Michel; Gourash, William
SURGERY FOR
OBESITY AND
RELATED DISEASES
2014 10 3 22 3.14
Predicting short-term stock prices using ensemble
methods and online data sources
Weng, Bin; Lu, Lin; Wang, Xing;
Megahed, Fadel M.; Martinez, Waldyn
EXPERT SYSTEMS
WITH
APPLICATIONS
2018 112
21 7
63
Title Authors Journal/Source Year Vol. Iss. Citation
s
Cit./Year
A monthly consumption indicator for Germany
based on Internet search query data
Vosen, Simeon; Schmidt, Torsten APPLIED
ECONOMICS
LETTERS
2012 19 7 21 2.33
Google It Up! A Google Trends Uncertainty index
for the United States and Australia
Castelnuovo, Efrem; Trung Duc Tran ECONOMICS
LETTERS
2017 161
20 5
Advertising and Word-of-Mouth Effects on Pre-
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INTENTIONAL MISUSE AND ABUSE OF
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Forecasting tourist arrivals at attractions: Search
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Searching Choices: Quantifying Decision-Making
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Using four different online media sources to
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Google Trends and the forecasting performance of
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News trends and web search query of HIV/AIDS in
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Does microblogging convey firm-specific
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Can We Predict the Financial Markets Based on
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Investor attention and the expected returns of reits Yung, Kenneth; Nafar, Nadia INTERNATIONAL
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Forecasting by analogy using the web search traffic Jun, Seung-Pyo; Sung, Tae-Eung; Park,
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Visualization of brand positioning based on
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Public perception of the vegetative
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PEERJ 2019 7
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Income Inequality and White-on-Black Racial Bias
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Demand for MOOC - An Application of Big Data Tong, Tingting; Li, Haizheng CHINA ECONOMIC
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Societal Influence on Diffusion of Green Buildings:
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Heat stroke internet searches can be a new
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Googling environmental issues Web search queries
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A potential way of enquiry into human curiosity Guo, Shesen; Zhang, Ganzhou; Zhai, Run BRITISH JOURNAL
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Sci-Hub: The new and ultimate disruptor? View
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Digital behavior surveillance: Monitoring dental
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The effect of interest in renewable energy on US
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Quantifying the effect of investors' attention on
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The More You Know, the More You Can Grow:
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BUSINESS AND
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2017 39
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Using Twitter sentiment and emotions analysis of
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SYSTEMS
2017 51 3 6 1.5
Linking Annual Prescription Volume of
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Query Data A Possible Proxy for Medical
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Rene; Connemann, Bernhard J.; Lang,
Dirk; Schoenfeldt-Lecuona, Carlos
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Using Google Trends to estimate the incidence of
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2015 31 4 6 1
Web-search trends shed light on the nature of
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Rise to fame: events, media activity and public
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2018
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2018 88 12 5 1.67
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2018 190
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INTERACTION
2018 33 1 5 1.67
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Wiessam; Levine, Hagai
BMJ GLOBAL
HEALTH
2017 2 3 5 1.25
Psychogenic non-epileptic seizures (PNES) on the
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Nadine; Lancman, Marcelo
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2016 40
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The Influence of Weather on Interest in a Sun, Sea,
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AND SOCIETY
2016 8 2 5 1
The Role of the Networked Public Sphere in the US
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2016 10
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Nowcasting Intraseasonal Recreational Fishing
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Christopher
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ECONOMICS
LETTERS
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Forecasting Hospital Emergency Department
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Se; Koh, Jin Ming; Cheong, Kang Hao
IEEE ACCESS 2019 7
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2018 512
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Open data mining for Taiwan's dengue epidemic Wu, ChienHsing; Kao, Shu-Chen; Shih,
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ACTA TROPICA 2018 183
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s
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Department Tweets and Online Searches About
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MEDICINE AND
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PREPAREDNESS
2018 12 3 4 1.33
Framing Suicide - Investigating the News Media
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INTERVENTION AND
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PREVENTION
2018 39 1 4 1.33
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POLICY
2018 51
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ECOLOGICAL RISK
ASSESSMENT
2017 23 8 4 1
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Voogt, Bart
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ECONOMICS
LETTERS
2016 23 18 4 0.8
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REVIEW
2016 39 4 4 0.8
Open source data reveals connection between
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Daniela; Restrepo, Elvira; Johnson, Neil F.
EPJ DATA SCIENCE 2016 5
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2016 48 12 4 0.8
Evaluation of internet search trends of some
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ECONOMICS
2019
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More Bang for the Buck: Media Coverage of
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POLITICAL
VIOLENCE
2019 31 4 3 1.5
Is Digital Epidemiology the Future of Clinical
Epidemiology?
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Cervellin, Gianfranco
JOURNAL OF
EPIDEMIOLOGY
AND GLOBAL
HEALTH
2019 9 2 3 1.5
Well-being through the lens of the internet Algan, Yann; Murtin, Fabrice; Beasley,
Elizabeth; Higa, Kazuhito; Senik, Claudia
PLOS ONE 2019 14 1 3 1.5
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Cit./Year
Associations of the Stoptober smoking cessation
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DEPENDENCE
2019 194
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Terrorism and Wine Tourism: The Case of
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Haiyan
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Marine environmental issues in the mass media:
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Using Internet Search Data to Measure Changes in
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Ricardo
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Using Internet Search Trends and Historical
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Kuo-Ping
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2018
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Assessing the effectiveness of disease awareness
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Afshin; Sadeghipour, Maryam; Azadeh-
Fard, Nasibeh; Majidzadeh-A, Keivan;
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2017 34 7 3 0.75
Business ethics searches: A socioeconomic and
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2017 26 3 3 0.75
Fear on the networks: analyzing the 2014 Ebola
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David; de Cosio, Gerardo
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PUBLIC HEALTH
2017 41
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FINANCE
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Oscillatory Patterns in the Amount of Demand for
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ARTIFICIAL
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SIMULATION
2016 19 3 3 0.6
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Computational Models of Consumer Confidence
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A review of pornography use research:
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Michael
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Estimating Population Ecology Models for the
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DYNAMICS
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Google trends and the predictability of precious
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INVASIONS
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Nowcasting of the US unemployment rate using
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Riku
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LETTERS
2019 30
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The Validity of Google Trends Search Volumes for
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Ireland
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Kady; Bogue, John; O'Sullivan, Mary;
Young, Karen; Bernert, Rebecca A.;
Rebholz-Schuhmann, Dietrich; Duggan,
Jim
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Meningococcal disease in Italy: public concern,
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Marco; Zanardini, Elena; Gelatti, Umberto;
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BMC PUBLIC
HEALTH
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Spillovers between the oil sector and the S&P500:
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ECONOMICS
2019 81
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Investor attention and short-term return reversals Heyman, Dries; Lescrauwaet, Michiel;
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LETTERS
2019 29
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Information availability and return volatility in the
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MANAGEMENT
2019 56 3 2 1
Tobacco Price Increases and Population Interest in
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2016: A Google Trends Analysis
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TOBACCO
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2019 21 4 2 1
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Nutritional Culturomics and Big Data; Macroscopic
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Choices
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Latin American countries lead in Google search
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2018 173
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Qiang
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2018 19 4 2 0.67
Clustering functional data streams: Unsupervised
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Battista, Tonio
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ENGINEERING
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2018 34 7 2 0.67
Comparison between Bayesian and information-
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ECONOMICS
2018 74
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Mining online activity data to understand food
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Watanabe, Toshihiro; Takano, Katsumi;
Sagane, Yoshimasa
FOOD SCIENCE &
NUTRITION
2018 6 4 2 0.67
Trigger warning: the causal impact of gun
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2018 50 53 2 0.67
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SPORTS
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Comparison of Periodic Behavior of Consumer
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China Based on Search Engine Data
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Juan
IEEE ACCESS 2018 6
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Big Data: An Institutional Perspective on
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2018 52 2 2 0.67
Search and You Shall Find: Geographic
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Period
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Andrew D.; Baum, Laura M.; Barry,
Colleen L.; Niederdeppe, Jeff; Fowler,
Erika Franklin; Karaca-Mandic, Pinar
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Evaluating the use of internet search volumes for
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MARKETS
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androgenic anabolic steroids. Exploring two
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JOURNAL OF
CONTEMPORARY
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2017 29 5 2 0.5
Predicting Virtual World User Population
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Qimeng; Kim, Jun Gi; Kang, Shin Jin; Kim,
Chang Hun
PLOS ONE 2016 11 12 2 0.4
Abortion Internet searches. An evaluation with
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Jesus Tejada-Llacsa, Paul GACETA SANITARIA 2016 30 4 2 0.4
Content and quality of websites supporting self-
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illness: a systematic review
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Annmarie; Johnson, Miriam; Davidson,
Patricia; Currow, David; Sumah, Anthony;
Phillips, Jane
NPJ PRIMARY CARE
RESPIRATORY
MEDICINE
2016 26
2 0.4
Reforming Higher Education Finance in Turkey:
The Alumni - Crowdfunded Student Debt Fund A-
CSDF Model
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EDUCATION AND
SCIENCE
2016 41 184 2 0.4
Discovering the unequal interest in popular online
educational games and its implications: A case
study
Zhang, Meilan BRITISH JOURNAL
OF EDUCATIONAL
TECHNOLOGY
2016 47 2 2 0.4
Presidential Attention Focusing in the Global
Arena: The Impact of International Travel on
Foreign Publics
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STUDIES
QUARTERLY
2016 46 1 2 0.4
After the crisis? Big data and the methodological
challenges of empirical sociology
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E ISSLEDOVANIYA
2016
3 2 0.4
Global search demand for varicose vein
information on the internet
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An informetrics view of the relationship between
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Forecasting tourism demand with multisource big
data
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TOURISM
RESEARCH
2020 83
1 1
More effective strategies are required to strengthen
public awareness of COVID-19: Evidence from
Google Trends
Hu, Dingtao; Lou, Xiaoqi; Xu, Zhiwei;
Meng, Nana; Xie, Qiaomei; Zhang, Man;
Zou, Yanfeng; Liu, Jiatao; Sun, Guoping;
Wang, Fang
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GLOBAL HEALTH
2020 10 1 1 1
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data in social environments
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Colomo-Palacios, Ricardo; Sanz-Moreno,
Jose; Manuel Gomez-Pulido, Jose
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PROCESSING &
MANAGEMENT
2020 57 3 1 1
Heat-health vulnerability in temperate climates:
lessons and response options from Ireland
Paterson, Shona K.; Godsmark, Christie
Nicole
GLOBALIZATION
AND HEALTH
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s
Cit./Year
The Impact of Widely Publicized Suicides on
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Werther and Papageno Effects
Gunn, John F., III; Goldstein, Sara E.;
Lester, David
ARCHIVES OF
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2020 24
1 1
Using Google Trends and Baidu Index to analyze
the impacts of disaster events on company stock
prices
Liu, Ying; Peng, Geng; Hu, Lanyi; Dong,
Jichang; Zhang, Qingqing
INDUSTRIAL
MANAGEMENT &
DATA SYSTEMS
2020 120 2 1 1
What Does Google Trends Tell Us about the
Impact of Brexit on the Unemployment Rate in the
UK?
Simionescu, Mihaela; Streimikiene, Dalia;
Strielkowski, Wadim
SUSTAINABILITY 2020 12 3 1 1
Dr. Google, I am in Pain-Global Internet Searches
Associated with Pain: A Retrospective Analysis of
Google Trends Data
Kaminski, Mikolaj; Loniewski, Igor;
Marlicz, Wojciech
INTERNATIONAL
JOURNAL OF
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RESEARCH AND
PUBLIC HEALTH
2020 17 3 1 1
Search trends preceding increases in suicide: A
cross-correlation study of monthly Google search
volume and suicide rate using transfer function
models
Lee, Joo-Young JOURNAL OF
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2020 262
1 1
Responses to mass shooting events The interplay
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Croitoru, Arie; Kien, Sara; Mahabir, Ron;
Radzikowski, Jacek; Crooks, Andrew;
Schuchard, Ross; Begay, Tatyanna; Lee,
Ashley; Bettios, Alex; Stefanidis, Anthony
CRIMINOLOGY &
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2020 19 1 1 1
Lifestyle Disease Surveillance Using Population
Search Behavior: Feasibility Study
Memon, Shahan Ali; Razak, Saquib;
Weber, Ingmar
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MEDICAL INTERNET
RESEARCH
2020 22 1 1 1
Electronic Cigarette Themes on Twitter:
Dissemination Patterns and Relations with Online
News and Search Engine Queries in South Korea
Paek, Hye-Jin; Baek, Hyunmi; Lee,
Saerom; Hove, Thomas
HEALTH
COMMUNICATION
2020 35 1 1 1
Volatility forecasting: the role of internet search
activity and implied volatility
Basistha, Arabinda; Kurov, Alexander;
Wolfe, Marketa
JOURNAL OF RISK
MODEL
VALIDATION
2020 14 1 1 1
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FRAGMENTATION IN THE AMERICAN
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QUARTERLY
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Google Trends in tourism and hospitality research:
a systematic literature review
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Pacheco, Osvaldo
JOURNAL OF
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TOURISM
TECHNOLOGY
2019 10 4 1 0.5
Horizon scanning to identify invasion risk of
ornamental plants marketed in Spain
Bayon, Alvaro; Vila, Montserrat NEOBIOTA 2019
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Predicting Contagion from the US Financial Crisis
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Title Authors Journal/Source Year Vol. Iss. Citation
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A novel index of macroeconomic uncertainty for
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Gozgor, Giray; Karabulut, Gokhan; Kaya,
Huseyin
ECONOMICS
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2019 184
1 0.5
A Review of Public Issue Salience: Concepts,
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REVIEW
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Forecasting tourist arrivals: Google Trends meets
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ECONOMICS
2019
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Modelling international monthly tourism demand at
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and web-traffic data
Emili, Silvia; Figini, Paolo; Guizzardi,
Andrea
TOURISM
ECONOMICS
2019
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Feeling Is Believing? Evidence From Earthquake
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Lin, Xiao JOURNAL OF RISK
AND INSURANCE
2020 87 2 1 0.5
Bringing forecasting into the future: Using Google
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Dani T.; Powell, Robert; Sharp, Ryan L.;
Hillis, Vicken
JOURNAL OF
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MANAGEMENT
2019 243
1 0.5
Perspective: Global country-by-country response of
public interest in the environment to the papal
encyclical, Laudato Si'
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CONSERVATION
2019 235
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Laying the Foundation for a Successful Presidential
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Preprimary Period
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Title Authors Journal/Source Year Vol. Iss. Citation
s
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Title Authors Journal/Source Year Vol. Iss. Citation
s
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Title Authors Journal/Source Year Vol. Iss. Citation
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INFORMATICS
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Title Authors Journal/Source Year Vol. Iss. Citation
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0 0
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Title Authors Journal/Source Year Vol. Iss. Citation
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BEHAVIOR &
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2017 41
0 0
Utility of Web search query data in testing
theoretical assumptions about mephedrone
Kapitany-Foveny, Mate; Demetrovics,
Zsolt
HUMAN
PSYCHOPHARMACO
LOGY-CLINICAL
AND
EXPERIMENTAL
2017 32 3 0 0
How Does the Internet Pornography Market
Function?
Joos, Richard ZEITSCHRIFT FUR
SEXUALFORSCHUN
G
2017 30 1 0 0
THE DIFFERENCES IN EFFECTS OF
RENAMING SCHIZOPHRENIA AMONG 3
ASIAN COUNTRIES USING GOOGLE TRENDS
Lee, Yu Sang; Kwon, Jun Soo; Hong,
Kyung Sue
SCHIZOPHRENIA
BULLETIN
2017 43
0 0
Mists, vapors and other illusory volatilities of
electronic cigarettes
de Almeida, Liz Maria; da Silva, Rildo
Pereira; Cheriff dos Santos, Antonio Tadeu;
de Andrade, Joecy Dias; Suarez, Maribel
Carvalho
CADERNOS DE
SAUDE PUBLICA
2017 33
0 0
Adverse drug reaction early warning using user
search data
Shang, Wei; Chen, Hsinchun; Livoti,
Christine
ONLINE
INFORMATION
REVIEW
2017 41 4 0 0
Association between volume and momentum of
online searches and real-world collective unrest
Qi, Hong; Manrique, Pedro; Johnson,
Daniela; Restrepo, Elvira; Johnson, Neil F.
Results in Physics 2016 6
0 0
Novel Data Sources for Women's Health Research:
Mapping Breast Screening Information Seeking
Through Google Trends
Dehkordy, Soudabeh Fazeli; Carlos, Ruth;
Hall, Kelli; Dalton, Vanessa
JOURNAL OF
WOMENS HEALTH
2014 23 4 0 0
EARLY 2012 WINNERS AND LOSERS:
ELLISON SAILS, GOOGLE TRENDS
DOWNWARD
[Anonymous] FORBES 2012 189 2 0 0
Note: Data combines PubMed and Web of Science articles that include “Google Trends” as topic, keyword or in the title. Data as of 21.09.2020.