Han, QiweiPesce, Matilde2025-02-252025-02-252024-05-272024-02-20http://hdl.handle.net/10362/179728This research delves into the phenomenon of advertisement poaching within the context of Search Engine Optimization (SEO) in e-commerce, a tactic where brands use competitors' keywords to enhance their own visibility. Employing a mixed-methods approach, including Natural Language Processing and network analysis, the study identifies patterns and impacts of this strategy across various industry clusters. Preliminary findings reveal that advertisement poaching is prevalent and strategically employed, significantly affecting brand visibility and consumer behavior online. The analysis provides insights into the competitive dynamics of digital marketing, highlighting the necessity for innovative SEO strategies to mitigate the effects of poaching and maintain competitive advantage in the e-commerce landscape.engAdvertisement poachingCompetitive strategySearch engine marketingNetwork analysisAdvertisement costsAdvertisement strategymaster thesis203867360