Thematische Bibliographien / Attitudes towards online advertising

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Auswahl der wissenschaftlichen Literatur zum Thema „Attitudes towards online advertising“

Autor: Grafiati
Veröffentlicht am 30. Juni 2021
Zuletzt aktualisiert am 4. Februar 2022

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Zeitschriftenartikel zum Thema "Attitudes towards online advertising"

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Moslehpour, Massoud, Jargal Tumurbaatar und Khoirul Amri. „What Do Mongolian Facebook Users Want from Advertisers?“ International Journal of Business and Management 11, Nr. 9 (07.08.2016): 51. http://dx.doi.org/10.5539/ijbm.v11n9p51.

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This study is one of its kinds to explore Mongolian Facebook users’ attitudes towards advertising. It uses traditional factors and examines the relationship among the factors to dicover the variables with strongest influence among the Mongolian Facebook users. Moreover, researchers included gender as one of the relevant demographic variables as the moderating variable. This study surveyed 400 Mongolian Facebook active users through the online questionnaire. The research findings indicate that informativeness and entertainment followed by credibility are the most influential factors of Facebook users’ attitudes towards advertising. In addition, gender moderates the relationship between credibility and attitude towards Facebook advertising. For practical implications, this study helps business marketers who are interested in attracting Mongolian customers within the Facebook advertising program. For social implications, social scientists may find the results useful for their study of human behavior and motivation, and how this information may affect attitudes towards the adoption and attraction of advertisings. This study is limited to Mongolian Facebook users.
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Alvi, Muhammad Umer. „ATTITUDE OF CONSUMERS AND ISSUE OF CREDIBILITY IN FACEBOOK ADVERTISING OF COUNTERFEIT PRODUCTS“. Journal of Marketing Strategies 1, Nr. 1 (24.07.2021): 1–21. http://dx.doi.org/10.52633/jms.v1i1.1.

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One of the reasons affecting the perception of consumers and their attitude towards buying the product is the credibility of Facebook Advertisement and the Counterfeit Product. In this modern age where consumers are well aware of the products. They research thoroughly about the product before proceeding towards the last stage of the buying cycle. Social Media Platforms have made our lives easier. Everything we want to know is at our fingertips. However, research studies on SNS's and how they are perceived by their users are relatively limited especially how online factors influence users' perceptions and attitudes towards advertising of Counterfeit products on SNS's. This paper aims to examine the online factors that influence consumers' perceptions and attitudes towards advertising counterfeit products on Facebook. A total of 30 respondents participated in our research paper. The results suggest that there are five online factors that significantly influence consumers’ attitudes toward advertising on Facebook. The factors are Credibility, Entertainment, Perceived Interactivity, Privacy and Ad Avoidance. The results of this study revealed that the independent variables have a significant effect and positive influence on the dependent variable. All hypotheses were accepted. The study helps in understanding the consumer attitude towards the Facebook advertisement of counterfeit products.
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Suryadinningrat, Fickar. „PROFIL TIPE TESTIMONIAL ONLINE PADA PRODUK KOMPUTER TERHADAP SIKAP ATAS IKLAN & SIKAP ATAS PERILAKU MEMBELI“. JPPP - Jurnal Penelitian dan Pengukuran Psikologi 1, Nr. 1 (30.10.2012): 85. http://dx.doi.org/10.21009/jppp.011.12.

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Abstract With increasing, product line sales consumers not only in the real world of shopping mall, or the department store now the use of technology enables the consumer can do shopping activity over the internet.With just open, computer facility and typed site desired then transaction activity can be done.Still many consumers have limited in doing online activities shopping. Consumers like shopping buying clothes, sometimes only online electronics and computer. Consumer spending often doing online activities can diperngaruhi by a variety of factors, among other activities, product interesting advertising mounted coquet.Advertising is a process involving communication sponsor certain.Testimonials is part of an advertising, any type testimonials advertising surveyed: experts, celebrity and ordinary people. Testimonials through the ad will impact consumers, to attitude this attitude can be attitude toward advertising, attitude toward brands, attitude toward behavior.This research purposes to perceive the difference between profile type testimonials other experts, artist, and people ordinary online on the computer products with the advertising and attitudes of behavior membeli.metode used in this research is research methods descriptive. These studies have samples 32 responden. From this research result that there are differences type testimonials online at the computer products with the advertising and attitudes of behavior buy.Turns experts has a higher value than artist and ordinary people.even though artist had a low value on advertising and with the attitude of behavior buy.Researchers assumed that experts have preference better in the use of computers on celebrities and ordinary people. Key word : Type Testimonials , Attitude toward advertising, Attitude towards Behavior of buy
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van Esch, Patrick, Denni Arli, Jenny Castner, Nabanita Talukdar und Gavin Northey. „Consumer attitudes towards bloggers and paid blog advertisements: what’s new?“ Marketing Intelligence & Planning 36, Nr. 7 (01.10.2018): 778–93. http://dx.doi.org/10.1108/mip-01-2018-0027.

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Purpose Reports show that 6.77m people published blogs on blogging websites and more than 12m people write blogs using their social network. However, few studies have explored consumer attitudes toward bloggers and their advertising. Therefore, an effort to discover how paid blog advertisements influence consumer attitudes toward bloggers and the products they advertise will help marketers gain an understanding of how to use bloggers as paid sponsors to influence consumer purchase intent. Using online survey approach, a study recruited participants (n=210) through an online survey platform (MTurk). The results indicated that the similarity between the consumer and the ad creator is an important psychological reason why consumers are more likely to perceive advertisements as more authentic, more affective, less deceptive and more credible, and they are thus more likely to trust the blogger. On the other hand, the importance of ad attribute (authenticity) does not significantly influence consumers’ intention to purchase products advertised by a blogger. As consumers are becoming more skeptical of advertisements, blogs need to be entertaining and a pleasure to view. Not only does the content need to be interesting, the design, flow and clarity of the blogs must also be considered important factors. In addition, advertising needs to be believable, credible and honest. In the online world, trust and credibility are still paramount in attracting consumers’ engagement; hence, promoting companies’ products and services through blogs can be an effective strategy to lower consumer skepticism barriers. The paper aims to discuss these issues. Design/methodology/approach Participants answered questions about their attitudes toward bloggers and their advertising when purchasing products in an online retail environment. Furthermore, participants also answered questions about their perceived trust in the bloggers themselves as well as the authenticity and credibility of the brand-related communication received from bloggers. Moreover, they reported on their attitudes toward how deceptive they considered bloggers and their advertising to be. Finally, participants reported how paid blog advertisements influence their purchase intent. Findings Similarity toward the ad creator is an important psychological reason behind consumers’ attitude toward blogs. Consumers who follow a blog often have the same interests and are thus more likely to support bloggers. This idea can be used as a segmentation strategy to reach particular consumers. Consumers who perceive similarity with the ad creator are more likely to recognize the ads as more authentic, affective, credible and trustworthy as well as less deceptive, regarding the blogger. Blogs need to be entertaining and a pleasure to view. Not only does the content need to be interesting but the design, flow and clarity of the blog are also important factors. Blog advertising needs to be believable, credible and honest. In the online world, trust and credibility are still paramount in attracting consumers’ engagement with the website, bloggers or social media. Originality/value Trust in the blogger did not influence consumers’ purchase intent; however, it did influence their attitude toward how similar they are with the blogger. In an online shopping environment, the human touch and personal contact between consumers and retailers has been lost. Consumers often leave the online transaction due to a lack of trust. Therefore, bloggers can be replacements for the missing “salesperson” in online interactions. Companies can use bloggers as the mediating person to reach their intended audiences, bridging the gap between the company and consumers.
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Aji, Hendy Mustiko, und Basu Swastha Dharmmesta. „Subjective norm vs dogmatism: Christian consumer attitude towards Islamic TV advertising“. Journal of Islamic Marketing 10, Nr. 3 (09.09.2019): 961–80. http://dx.doi.org/10.1108/jima-01-2017-0006.

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Purpose With concern on cross-religion research, this study aims to examine Christian consumer attitude towards Islamic TV advertising in Indonesia. This study includes together both subjective norm and dogmatism in an analysis as moderating variables. Design/methodology/approach An online survey for 186 sample respondents was conducted to test nine hypotheses. Multi-group moderation test was conducted to test the moderation effect of subjective norms and dogmatism on the model. Findings The results indicate that Christian intrinsic religiosity has a significant negative relationship with Islamic TV advertising credibility. Consumers’ attitudes towards Islamic TV advertising are proven to be the consequence of Islamic TV advertising credibility, even if the relationship is inverted. Moreover, this study concludes that subjective norms and dogmatism significantly moderate the relationship between Islamic TV advertising credibility and attitudes towards Islamic TV advertising differently. Subjective norms tend to weaken the relationship, while dogmatism strengthens it. Research limitations/implications During the process of this study, the authors uncovered three research limitations. First, too many measurement items for dogmatism eliminated from the analysis. Second, having balanced proportion for the high and low group has become the concern of this study, Third, a sample size of 186 is not adequate for such a complex model. Practical implications Managers should employ endorsers with multi-faceted images who can be accepted by all segments of society to combat the negative perception and attitudes of Christian consumers on Islamic attributes in TV advertising. Originality/value This paper contributes to the literature on cross-religion marketing research, especially on the topic of advertising, by comparing the internal influence (dogmatism) and external influence (subjective norm) on attitude towards Islamic TV advertising.
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Rahimi, Nur Syuhada, Dr Bahtiar Mohamad, Talhat Alhaiou und Syed Hassan Raza. „Determinants of Attitudes Towards Web Advertising: An Evidence from Malaysia“. Jurnal The Messenger 11, Nr. 1A (02.06.2019): 81. http://dx.doi.org/10.26623/themessenger.v11i1a.818.

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<p><em>The purpose of this study is to examine the factors which influence of the consumer’s Attitudes Towards Web Advertisement (ATWA). Drawing conceptual framework from Elaboration Likelihood Model (ELM), the influence of the six independent variables have been analyzed in this study, including informativeness, entertainment, credibility, economic value, interactivity, and materialism. The data has been obtained from 384 Honda users by using online questionnaires. Results of multiple regression analysis have revealed that all six factors influenced the attitude towards Honda web advertising. However, it has been revealed that the informativeness is a most important predictor of the ATWA. This study has shown that Elaboration Likelihood Model is interrelated with the determinants of consumer's attitudes towards Honda web advertisement and offered managerial implication.</em></p>
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Korgaonkar, Pradeep K., Ronnie Silverblatt und Enrique P. Becerra. „The Hispanic View of E-mail, Popup, and Banner Advertising“. International Journal of E-Business Research 6, Nr. 2 (April 2010): 45–58. http://dx.doi.org/10.4018/jebr.2010040103.

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In this paper, the authors broadly investigate Hispanic consumer attitudes and their sociological behaviors toward online advertising. The study documents the correlation between Hispanic attitudes, behaviors, and three types of online advertising that have an effect on cultural distinctions. Additionally, the study compares the group’s attitudes toward TV advertising vis-à-vis the three types of online advertising to compare the two medium’s similarities and differences. Notably, Hispanics favor e-mail advertising and banner advertising over popup advertising, while Hispanics continue to enjoy advertising on television more than any of the three types of Web advertising that this paper will discuss.
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Astiana, Melia. „Peran Sikap dan Kemampuan Mengingat Iklan Online Terhadap Keputusan Pembelian Traveloka“. Jurnal Manajemen Bisnis 18, Nr. 1 (30.01.2021): 53–69. http://dx.doi.org/10.38043/jmb.v18i1.2786.

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This study aims to analyze the influence of attitude towards online advertising and ability to recall online advertising on Traveloka purchasing decisions. In an effort to attract online consumers to make a decision to purchase a product or service offered by the company, online advertising is often used by many companies to create awareness of the organization and its products and services. Data obtained from 105 respondents using a questionnaire. This study uses multiple linear regression as a data analysis technique. From the regression equation obtained, the independent variable that has the most significant value is attitude towards online advertising. Hypothesis testing using t test shows that attitude variable towards online advertisement and the ability to recall online advertisement, both variables significantly influence purchasing decision. While in f test showed significant <0,05. This means that attitude towards online advertising (x1) and the ability to recall online advertising (x2) together have a significant effect on purchasing decisions (y). While the coefficient of determination obtained by value adjusted R2 41.6%. It means that the purchasing decision variable can be explained by the attitude towards online advertising and the ability to recall online advertising, while the remaining 58.4% can be influenced by other variables.
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Chan, Kara, Lennon Tsang und Yanni Ma. „Consumers’ attitudes toward advertising by traditional Chinese medicine practitioners“. Media and communication as antecedents to the transformation agenda in Malaysia 25, Nr. 2 (07.12.2015): 305–22. http://dx.doi.org/10.1075/japc.25.2.11cha.

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This study investigated consumers’ attitudes toward advertising by traditional Chinese medicine (TCM) practitioners, and how attitudes varied among different demographic groups and user experiences in TCM. A survey using quota sampling was conducted. Altogether 1,039 adults aged 20 or above in Hong Kong filled in an online questionnaire in March 2014. Factor analysis found that attitudes toward TCM advertising consisted of four underlying dimensions: information value of TCM advertising; benefits of TCM advertising; confidence in financial aspects of TCM; and doubts about TCM advertising. Consumers’ attitudes toward TCM practitioners were in general favorable. Respondents appreciated information value of TCM advertising, but held some skepticism and worries about it. Respondents perceived strongly that advertising by medical professionals would lead to increase in the cost of services. Respondents with TCM consultation experience demonstrated a more positive attitude toward TCM advertising than respondents without TCM experience. Practical implications and limitations were discussed. (149 words)
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Nguyen, Thanh Duy, Nghia Dinh Tran und Cuong Manh Pham. „Proposing the online advertising on social network adoption model in Vietnam“. Science and Technology Development Journal 16, Nr. 3 (30.09.2013): 5–19. http://dx.doi.org/10.32508/stdj.v16i3.1626.

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Social network is strongly growing and is increasingly becoming an integral part of the daily life of people in all over the world; online advertising on social networks is a potential market for the business towards. With the booming development of web 2.0, online advertising is showing a remarkable transformation, Vietnam marketers are approaching the new form of online advertising on social network such as facebook, zingme, google+, linkedin, twitter, yume... The studies showed that the popularity of online advertising on social networking is essential. This study proposes a new model that is online advertising on social network adoption model in Vietnam. Research results shows that independent factors affect to attitude toward advertising and attitude toward advertising affects to online advertising on social networks; all proposed hypotheses are accepted. The model explains 72.9% of variance in the online advertising on social network adoption.
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Dissertationen zum Thema "Attitudes towards online advertising"

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Rios, Pino Luis Felipe. „Players Attitudes Towards In-Game Advertising“. Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/655075.

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Los usuarios están protestando activamente contra los anuncios digitales invasivos descargando software de bloqueo de anuncios. Los desarrolladores de juegos recientes introducen publicidad dinámica e interactiva en mundos virtuales. En este contexto, videojuegos como el NBA2K18, lanzaron diferentes plataformas como vallas publicitarias y otros medios publicitarios dentro del juego. Este estudio tiene como objetivo analizar cómo es la experiencia del usuario en NBA2K18 con respecto a la participación de las marcas en él. Se posiciona en el paradigma interpretativo y se realizaron entrevistas semiestructuradas. Los participantes fueron 15 jugadores NBA2K18, considerados "Hard Core Players" cuyas edades oscilaron entre los 18 y los 25 años. Se estudiará MyCareer, un modo de juego en NBA 2K18. Los resultados muestran que todos los participantes estuvieron de acuerdo en que las marcas son necesarias en este juego, ya que ayudan a los jugadores a cumplir con todas sus fantasías. Las percepciones de los jóvenes giraban en torno a cómo las marcas les ayudaban a perseguir sus sueños. Las marcas en NBA2K18, no sometieron la experiencia del juego a sus objetivos; más bien, lo mejoran, para que los jugadores lo sientan mucho más cercano a la vida real.
Users are actively protesting against invasive digital ads by downloading adblocking software. Recent games developers introduce dynamic and interactive advertising into virtual worlds. In this context, video games like NBA2K18 launched different platforms like billboards and other advertising media within the game. This study aims to analyze how the user’s experience in NBA2K18 is regarding the participation of brands in it. It is positioned in the interpretive paradigm and semi-structured interviews were conducted. The participants were 15 NBA2K18 players, considered "hard-core players" whose ages ranged from 18 to 25. MyCareer, a game mode in NBA 2K18 will be studied. Findings show all participants agreed that brands are necessary in this game because help the players fulfilled every fantasy requirement. Young people's perceptions revolved around how the brands help them pursuing their dreams. Brands in NBA2K18, do not undergo the experience of the game; rather, they enhance it, so that players feel it much more like real life.
Tesis
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Palma, Katalina, und Katrin Waalkens. „Native Advertising - A New Era of Online Advertising? : A qualitative study exploring consumers' attitudes“. Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-54660.

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Purpose – The purpose of this study is to explore consumers’ attitudes towards native advertising and its perceived value. Design/methodology/approach – This research has a qualitative and exploratory nature. Forthe empirical material, primary data is collected through conducting in-depth semi-structured interviews. Findings – Consumers’ persuasion knowledge in relation to native advertising is found to be low. The advertising value of native advertising is positive since the consumers considered it to be entertaining, informative and credible. Furthermore, it was not considered as irritating which enhances the advertising value as well. Design was found to be its own category as it has an effect on all dimensions to enhance the advertising value. Since the advertising value is positive and enhanced, the attitudes of consumers towards native advertising are positive. Research implications/limitations – The main implications of this research are: native advertising can be used as a solution to consumers avoiding online advertising and in order for it to be successful, the design, content and frequency have to be taken into consideration. Since this research is qualitative, it has a subjective nature which might result in researcher induced bias. Furthermore, the age of the interviewees’ range from 21 to 38 years old which unlikely represents the whole population. Originality/value – As there is a lack of research in the field of native advertising, this research contributes to the field with knowledge about consumers’ attitudes towards it as well as how native advertising creates value. Additionally, the researchers applied the attitudes-towards-advertising model for this specific context and augmented it with a new dimension, design. This research also contributes with knowledge about each dimension in the native advertising context. Lastly, this research shows advertisers how native advertising should be used in terms of content, frequency and design.
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Högström, Julia, und Ellen Wallin. „Programmatic Advertising: A Quantitative Study of Consumer Attitudes Towards Highly Frequent Online Ads“. Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-33990.

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Because of the adaptation to technological and social changes, the advertising environment is constantly evolving and today the central part of online advertising is called Programmatic advertising. It’s an automated media buying technique that involves targeting individual consumers in real-time. However, previous research shows that high frequency is one of the most important issues within programmatic advertising and not all ads bought programmatically is in frame of a good frequency. Furthermore, theories indicate that frequency influences consumers’ attitudes towards advertising, which lead to our research question: “How does high frequency exposure affect consumers’ attitudes towards programmatic advertising?” The purpose of this research is therefore to get a deeper understanding of how highly frequent exposure of programmatic advertising affect consumers’ attitudes towards it. We found that Irritation, Invasiveness, Likeability of relevance and Recognition are terms examined in previous studies related to individually targeted advertising or frequently exposed advertising. In order to carry out an explanatory research, we measured these variables including frequency with a quantitative survey and made statistical calculations such as correlation and regression analyses to see if our hypotheses were supported. The analyses indicated average causal relationships between Frequency and Irritation as well as between Frequency and Likeability of relevance whereas the causal relationships between Frequency and the other two variables were weak. We concluded based on our study that highly frequent exposed programmatic advertising is affecting consumer attitudes both positively with relevance, and negatively causing irritation. However, the relevance that comes with programmatic advertising generates a stronger feeling of likeability than of irritation.
Annonsering utvecklas ständigt, främst genom anpassning till tekniska och sociala förändringar, och idag kallas den centrala delen av onlineannonsering för Programmatisk annonsering. Det är en automatiserad metod för att köpa individuellt riktade annonser i realtid. Tidigare forskning visar dock att hög frekvens är ett av de viktigaste problemen inom programmatisk annonsering. Vidare indikerar tidigare teorier att frekvens influerar konsumenters attityder gentemot annonsering vilket ledde fram till vår problemformulering: “Hur påverkar hög frekvens av programmatisk annonsering konsumenters attityder?”. Vårt syfte med uppsatsen var därmed att få en djupare förståelse för hur frekvent exponering av programmatisk annonsering påverkar konsumenters attityder mot det. Vi konstaterade att Irritation, Inkräktande, Relevans och Igenkännande är termer som är granskade i tidigare forskning relaterat till individuell riktning av annonsering eller frekvent annonsering. För att kunna genomföra en förklarande undersökning mätte vi dessa variabler samt Frekvens i ett kvantitativt frågeformulär och gjorde statistiska uträkningar som korrelation - och regressionsanalyser för att se om vi har stöd för våra hypoteser. Analyserna indikerade ett medelstarkt kausalt samband mellan Frekvens och Irritation samt mellan Frekvens och Relevans medan de kausala sambanden mellan Frekvens och de två andra variablerna var svagt. Baserat på vår studie kunde vi dra slutsatsen att frekvent exponering av programmatisk annonsering påverkar konsumenters attityder både positivt genom relevans och negativt genom skapandet av irritation. Relevansen som kommer med programmatisk annonsering genererade dock högre uppskattning än känslan av irritation.
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Hemphoom, Sunisa, und Karina Konrádi. „Reconnect with readers : Does native advertising affect customer’s attitude towards online advertising?“ Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-49261.

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Background - The thesis topic was selected because of the increased value of ads as a promotional tool and the growing avoidance arising from the exposure rate towards advertising. The principle of native advertising gives marketers a less intrusive pathway. Despite the increased trend and the benefits of using native advertising as a digital marketing tool, native advertising has been criticized for its approach. However, we hope to provide another insight into the positive side of native advertising.  Purpose - We seek to help advertisers improve native advertising content based on individuals' preferences by focusing our attention on what motivates consumers to affect their attitude towards online advertisement in the form of native advertising. Therefore, the purpose of this thesis is to investigate the factors influencing internet users’ attitude towards native advertising.  Method - The thesis is an exploratory study which is based on a qualitative method along with an abductive approach within the interpretivism stance. Data collection was done through primary. Within the primary data, it is collected through a semi-structured interview with the eleven internet users. Both genders are included in the data collection as well as it consists of several nationalities. Also, the data analysis is done through a thematic analysis method.  Conclusion - Entertainment, informativeness, irritation and credibility were applied to research the attitude of customers towards native advertising. Participants agreed that native advertising itself is not enough to encourage them for consumption, but they find it a smart and new idea that makes it easier to recognize the brand. While all four factors were crucial, we could discover different categories within each type that can influence customers’ attitude. Moreover, participants did not feel overwhelmed or deceived by native ads.
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Halalau, Ruxandra, und Gustaf Kornias. „Factors influencing users' attitude towards display advertising on Facebook“. Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Marketing and Logistics, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-19005.

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Background: Researchers have investigated display advertising in the past several years from different perspectives but only in connection to traditional Web sites and not specifically for social networking sites. Facebook is the most prominent social networking site in terms of number of users and its main source of revenue is its online advertising business. Having display advertising in their virtual space is the reason why social networks are able to offer free service and as such the need to understand how users perceive it arises The most important way of understanding users’ perceptions about the advertis- ing messages is by studying attitudes. In order to understand the attitudes toward Facebook display advertising, it is necessary to examine the factors that affect the attitude-toward-the-ad. Ad perceptions, ad credibility, attitude toward advertisers, attitude toward advertising and mood have been identified by previous researchers as clearly influencing the attitude toward specific ads. Purpose: The purpose of this research is to investigate user’s attitude toward display advertising on Facebook by identifying the main factors that influence the formation of attitudes. Method: In order to fulfill the purpose and uncover the main factors that influence the attitude towards display advertising on Facebook, a qualitative research has been conducted. Both a primary and a secondary data search was per- formed. The primary data was collected by carrying out semistructured interviews with students at Jönköping University which resulted in a number of 20 respondents. The secondary data was gathered through the use of the resources available at the university library, both digital and paper based. Internet Web sites have also been reviewed when needed. Conclusions: The authors found that users display an accepting, positive attitude toward display advertising on Facebook. There have been identified five main fac- tors influencing Facebook users’ attitude and these are ad credibility, ad perceptions, attitude toward the advertiser, informativeness and lack of irritation. Moreover, the informativeness factor was found to have the greatest influence in terms of the behavior Facebook users have toward display advertising.
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Fransson, Rebecca, und Ellinor Pousette. „The medium is the message, or is it? : A quantitative study of media users’ attitudes towards advertising online and offline“. Thesis, Karlstads universitet, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-72758.

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Media usage, as well as media advertising, is growing in tandem with each other. Media users will, regardless of which medium that is in use, encounter a considerable amount of advertising. As we are moving towards a more digitized world, and also a more digitized media sphere, a new communication landscape has been formed. The digitalization has provided new ways to communicate and also new ways to advertise. Now there is not only possible to advertise through traditional offline media channels, such as radio and television, but also possible to advertise through online media, such as Facebook and Instagram. Personalized advertising is an advertising format which has evolved with the growth of online advertising and the ability to collect media users’ data online. Personalized advertisements are formed to comply with the media users’ preferences and have been proven to be effective and in some cases appreciated. Though, this form of advertisements has brought up concerns regarding the media users’ integrity online and previous research does, therefore, claim that personalized advertising is a paradox. Furthermore, a question that can be asked regarding advertising and the new communication landscape that has emerged is: what can be said about media users’ attitudes towards advertising online compared to advertising offline? The purpose of this study is to examine media users’ attitudes towards advertising online, compared to attitudes towards advertising offline, and further investigate whether the mediums themselves seem to have an impact on the receiver’s attitudes towards advertising. The study’s three research questions compose the structure which is followed throughout the study. Furthermore, to answer the research questions, a survey has been implemented. The survey intended to investigate media users’ attitudes towards advertisements online and offline. The theories the study is based on are Marshall McLuhan’s theory The Medium is the Message, The advertising value model by Ducoffe and Personalization. Based on the study’s theory and theoretical framework, the result was analyzed and discussed. The result of the study shows that media users’ attitudes towards advertising are overall rather similar, regardless of age, gender and political position. Further, a pattern that shows connections between media users’ self-reported awareness, their consent of data collection and their appreciation of personalized advertising online was found. The study further examines differences between attitudes towards different mediums, however, we can conclude that the mediums themselves have been proven to not be determinant in media users’ attitudes towards advertising - the experiences of advertising are rather negative regardless of where the media user encounters them. This study contributes with information and insight regarding media users’ attitudes towards advertising in different mediums, further, how media users stand regarding online privacy and concession with data collection in relation to their attitudes towards personalized advertising.
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Cox, Shirley A. „Online social network member attitude toward online advertising formats /“. Online version of thesis, 2010. http://hdl.handle.net/1850/11588.

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Nilsson, Pamela, und Olivia Hiljegren. „Konsten att skapa trovärdighet genom influencer marketing : En kvalitativ studie om hur varumärken nyttjar influencers som ett marknadsföringsverktyg för att skapa trovärdighet i sociala medier“. Thesis, Högskolan i Halmstad, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-45111.

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Att företag använder sig av influencers som ett marknadsföringsverktyg på sociala medier blir allt vanligare att se. Precis som det engelska ursprungsordet influence betyder så handlar influencer marketing om att varumärken använder personer med stora nätverk av följare för att påverka andra konsumenter till varumärkeskännedom och köpbeslut. Syftet med denna studie är att undersöka hur varumärken använder sig utav influencers som ett marknadsföringsverktyg för att skapa trovärdighet genom samarbeten på sociala medier. Studien har undersökt vad det finns för möjligheter samt problem som denna typ av marknadsföringsverktyg kan innebära. För att undersöka frågeställningen har författarna intervjuat två medelstora influencers och två stora varumärken inom skönhet. Deras expertis och kunskap inom influencer marketing har bidragit till ett exceptionellt forskningsmaterial för denna studie. Slutsatsen visade på att varumärken som använder influencers som ett marknadsföringsverktyg gör det i syfte att stärka relationen till sina kunder, samtidigt som de vill öka sin varumärkeskännedom. Influencers som samarbetar med varumärken anser sig själva inspirera sina följare att prova nya varumärken, samtidigt som de ger en ärlig och rättvis recension. Detta sammanlänkar de tre delarna som ingår i marknadsföringsverktyget, vilket är influencer, mottagare och varumärke.
The fact that companies use influencers as a marketing tool on social media is becoming increasingly more common. Just as the English origin word influence means, influencer marketing is about brands using someone with a large number of followers and a power to affect and influence other consumers to brand awareness and purchasing decisions. The purpose of this study is to investigate how brands use influencers as a marketing tool to create credibility through collaborations on social media. The study will examine what opportunities there are as well as problems that this type of marketing tool can entail. To answer the research question, the authors have interviewed two medium-sized influencers and two major beauty brands. Their expertise and knowledge in influencer marketing have contributed to an exceptional research material for this study. The conclusion showed that brands that use influencers as a marketing tool do it, in order to strengthen the relationship with their customers, while at the same time increase their brand awareness. Influencers who work with brands consider themselves to inspire their followers to try new brands, while giving them an honest and fair review. This conclusion links the three parts included in the marketing tool, which are influencers, recipients and brands.
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Yaakop, Azizul Yadi. „Tourists' attitudes towards advertising in a Malaysian tourism context“. Thesis, University of Surrey, 2010. http://epubs.surrey.ac.uk/754891/.

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For almost half a century, advertising attitudes have been a popular topic of study among researchers in consumer behaviour (Bauer and Greyser, 1968; Petrovici and Marinov, 2007). In parallel with the long history and ever-growing interest in this area, the framework to examine consumers' attitudes towards advertising has also gone through a considerable evolution. The evolution demonstrates how researchers in the field want to look at this phenomenon from a very detailed perspective. However, most of previous studies have not examined advertising attitudes from any specific frame of reference. Therefore, this present study is concerned with how consumers form attitudes towards advertising which are derived from a more specific source of advertising reference. In this study, Malaysia tourism is used as a context in order to (i) examine how tourists respond towards advertising media, particularly the ones that are utilized in promoting Malaysia as a top-of-mind tourism destination i.e. traditional print and television advertising as well as the modern-day internet advertising, and to (ii) exhibit a selection of advertising references exclusively for this study. This study is a quantitative survey based on a sample of 425 respondents, 255 are international tourists (60%) and 170 are local visitors (40%). Data were collected between April and June 2009 in Malaysia. All international tourists who were approached based on quota sampling methods and based on international tourist arrival statistics (2007). Based on extensive and rigorous literature reviewing, instrument design and subsequent pilot testing, the study shows that attitudes towards advertising in specific media (A Media) emerged ii as another important determinant to attitudes towards advertising (AG). Specifically, the results indicated that AG is best explained by the television advertising frame of reference. As a matter of fact, the study arrived at a noteworthy finding that attitude towards television advertising (ATV) acts as the strongest predictor of AG. Additionally, the study has also established the mediating effect of AMedia in the relationship among the tested variables. Other supporting findings especially concerning tourists' responses towards the three advertising media are also presented as well as the limitations of the research, and suggestions for future research endeavours.
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Granjon, Valentin, und Romain Benedic. „Instagram's Social Media Influencers: A study of Online Popularity From Source Credibility to Brand Attitude“. Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-328627.

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Social Media Influencers (SMIs) and their sponsored posts on the Social Media represent a growing part of tomorrow’s digital marketing landscape. Marketers hire them to recommend their products to their large audiences through friendly and engaging social media posts. To please marketers, increasing and maintaining their audience size is of the utmost importance. Consequently, number of followers, likes, and comments have become the metrics of SMIs success. However, recent contradictory publications of business magazines and academic research raised the question of SMIs’ online popularity, credibility, and their efficiency as brand endorsers. Hence, an online-based survey experiment based examined the audience’s attitude of SMI credibility across three different level of online popularity using Ohanian’s (1990) source credibility model. Further, the relationship between SMI credibility and brand attitude, and the mediating effect of attitude toward sponsored post were investigated using a research model adapted from Attitude toward advertising models. The findings revealed that the more an SMI is popular, the more he is perceived as a credible brand advocate, and SMI credibility was found to positively and directly influences brand attitude. Semi-structured interviews strengthened the discussion of the quantitative results. Theoretical and managerial contributions of the study are presented and suggestions for future research ensue.
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Bücher zum Thema "Attitudes towards online advertising"

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Cullen, P. J. Noel. Women's attitudes towards advertising. Dublin: Universitry College Dublin, 1995.

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Oxland, Andrew. An examination of the difference in consumer attitudes of British and American students towards online shopping. Oxford: Oxford Brookes University, 2003.

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Inc, EPM Communications, Hrsg. What moms think and do: Their attitudes towards brands, advertising & marketing; work-life balance; family life; parenting & values; media use; shopping; food, nutrition & the grocery basket. 6. Aufl. New York: EPM Communications, 2013.

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Barker, Chloe. "Simply the breast": "treatment" and attitudes towards women and breast cancer in advertising and society. 1994.

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Canada, Communication, Hrsg. Towards action: Issues and challenges of communicating with Canadians with low literacy skills : final report. [Ottawa]: Communication Canada, 2003.

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Ebner, Carmen. Attitudes to British usage. Oxford University Press, 2017. http://dx.doi.org/10.1093/oso/9780198808206.003.0009.

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In this chapter Carmen Ebner discusses how the attitudes of British English speakers have changed by comparing the findings of an earlier usage attitude study conducted by Mittins et al. (1970) with recently collected data on the same usage problems via an online questionnaire. In particular, she will look at the split infinitive, between you and I, differently than, the dangling participle (as in pulling the trigger, the gun went off), and literally. As a result, she will be able to compare what are in effect two snapshots of current usage, and identify possible changes in attitudes towards these disputed linguistic items.
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Tieken-Boon van Ostade, Ingrid, Hrsg. English Usage Guides. Oxford University Press, 2017. http://dx.doi.org/10.1093/oso/9780198808206.001.0001.

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Usage guides, or language advice manuals, are being published in large numbers, both in Britain and the US. The first titles that usually spring to mind are Fowler’s Modern English Usage (1926) or Sir Ernest Gowers’s Complete Plain Words (1954). Yet as a phenomenon, they are much older than that: the first English usage guide was published in 1770, and the first American one in 1847. Today, new titles come out almost every year, while old works are revised and reissued. At the same time, usage advice can be readily found on the internet: Grammar Girl, for instance, is a good example of what is in effect an online usage guide, and there are many others about. Remarkably, however, the kind of usage problems that have been treated over the years are very much the same, and attitudes towards them, by usage guide writers and the general public alike, are slow to change. Remarkably also, usage guides continue to be published despite easy online access to usage advice: there is clearly a market for them, and especially the more controversial ones sell well. How are usage guides compiled and revised? Who writes them? How do they do they differ from, say, grammars and dictionaries? How do attitudes to usage problems change? Why does the BBC need its own style guide, and why are usage guides published to begin with? These are central topics in the book.
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Strømmen-Bakhtiar, Abbas, Roger Helde und Elisabeth Suzen, Hrsg. Supplemental Instruction. Volume 3: Organisation and Leadership. Waxmann Verlag GmbH, 2021. http://dx.doi.org/10.31244/9783830993261.

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Supplemental Instruction is a program designed to support students in their learning process. The program consists of advanced students supervising new students, where the purpose is to improve students’ performance and reduce the risk of interruption of studies. Supplemental Instruction was established almost 50 years ago and is used today in universities around the world. This book examines different aspects of SI in organizations and leadership, including surveys of Supplemental Instruction programs in Europe, how SI sessions should be organized, the degree to which SI improves retention rates and exam results, SI and learning leadership and leadership development, benefits of being a member of an SI team and employability, SI implementation in healthcare education and virtual students’ attitudes towards SI online. The book is aimed at anyone who is concerned about study quality in higher education. The contributors are researchers and lecturers at various universities from several countries. The book is part of a trilogy on Supplemental Instruction, where the themes for the other books are “Digital Technologies” and “Student Learning Processes”. The editors of the trilogy are Abbas Strømmen-Bakhtiar, Roger Helde and Elisabeth Suzen, all three Associate Professors at Nord University, Norway.
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Buchteile zum Thema "Attitudes towards online advertising"

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Wiktor, Jan W., und Katarzyna Sanak-Kosmowska. „Moral hazard in online advertising strategies and firms' attitudes towards it“. In Information Asymmetry in Online Advertising, 93–135. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003134121-7.

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Wiese, Melanie. „Beliefs and Attitudes Towards Online Advertising in a Social Network Context“. In Marketing Challenges in a Turbulent Business Environment, 117–18. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-19428-8_30.

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Kniesel, Heike, Martin K. J. Waiguny und Sandra Diehl. „Effects of Online Review Response Strategies on Attitudes toward the Hotel“. In Advances in Advertising Research (Vol. VI), 85–98. Wiesbaden: Springer Fachmedien Wiesbaden, 2015. http://dx.doi.org/10.1007/978-3-658-10558-7_8.

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Fennis, Bob M., und Wolfgang Stroebe. „How consumers form attitudes towards products“. In The Psychology of Advertising, 131–85. Third edition. | Abingdon, Oxon ; New York, NY : Routledge, 2021.: Routledge, 2020. http://dx.doi.org/10.4324/9780429326981-4.

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Rios-Pino, Luis F., José E. Mejía-Perea und Eliana E. Gallardo-Echenique. „Players Attitudes Towards In-Game Advertising“. In Advances in Intelligent Systems and Computing, 167–76. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-68285-9_17.

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Oates, Caroline, Nicki Newman und Athanasia Tziortzi. „Parents’ Beliefs About, and Attitudes Towards, Marketing to Children“. In Advertising to Children, 115–36. London: Palgrave Macmillan UK, 2014. http://dx.doi.org/10.1057/9781137313256_7.

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Khasanova, Gulnara F., und Mansur Galikhanov. „Poster: Technological University Faculty Attitudes Towards Online Education“. In Educating Engineers for Future Industrial Revolutions, 297–302. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-68198-2_27.

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Ulusoy, Emre. „Internet Literacy And Attitudes Towards Internet Advertising: A Cross-Cultural Study“. In Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…, 300–302. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-10912-1_101.

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Czarnecka, Barbara, und Bruno Schivinski. „The Effects of Acculturation to Global Consumer Culture on Impulsive Buying and Attitudes Towards Advertising in General“. In Advances in Advertising Research IX, 343–53. Wiesbaden: Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-22681-7_25.

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Gurinskaya, Anna. „Young Citizens Attitudes Towards CCTV and Online Surveillance in Russia“. In Communications in Computer and Information Science, 61–74. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-65218-0_5.

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Konferenzberichte zum Thema "Attitudes towards online advertising"

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Hui-Chih Wang und Her-Sen Doong. „Effects of Online Advertising Strategy on Attitude towards Healthcare Service“. In 2014 47th Hawaii International Conference on System Sciences (HICSS). IEEE, 2014. http://dx.doi.org/10.1109/hicss.2014.342.

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Yang, K. C., C. Yang, C. H. Huang, P. H. Shih und S. Y. Yang. „Consumer attitudes toward online video advertising: An empirical study on YouTube as platform“. In 2014 IEEE International Conference on Industrial Engineering and Engineering Management (IEEM). IEEE, 2014. http://dx.doi.org/10.1109/ieem.2014.7058815.

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Siregar, Efni. „Young attitudes towards F-commerce advertising“. In 2018 7th International Conference on Industrial Technology and Management (ICITM). IEEE, 2018. http://dx.doi.org/10.1109/icitm.2018.8333950.

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Zulkarnain, Nordelina, Nur Shaliza Sapiai, Siti Aswani Mohd Ghazali, Fadhilah Mohd Ishak, Khadijah Abdul Rahman und Jannatul Iza Ahmad Kamal. „Consumer Attitudes towards Mobiles Advertising in Malaysia:“. In 2nd International Conference on Economic Education and Entrepreneurship. SCITEPRESS - Science and Technology Publications, 2017. http://dx.doi.org/10.5220/0006884502670273.

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Marsden, Nicola. „Attitudes towards online communication“. In the 2013 annual conference. New York, New York, USA: ACM Press, 2013. http://dx.doi.org/10.1145/2487294.2487326.

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Lee, Ya-Ching. „Factors influencing attitudes towards mobile location-based advertising“. In 2010 IEEE International Conference on Software Engineering and Service Sciences (ICSESS). IEEE, 2010. http://dx.doi.org/10.1109/icsess.2010.5552457.

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Le, Dieu-Thu, Cam-Tu Nguyen, Quang-Thuy Ha, Xuan-Hieu Phan und Susumu Horiguchi. „Matching and Ranking with Hidden Topics towards Online Contextual Advertising“. In 2008 IEEE/WIC/ACM International Conference on Web Intelligence and Intelligent Agent Technology. IEEE, 2008. http://dx.doi.org/10.1109/wiiat.2008.180.

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Clemons, Eric K., und Josh Wilson. „Students' and Parents' Attitudes towards Online Privacy: An International Study“. In 2015 48th Hawaii International Conference on System Sciences (HICSS). IEEE, 2015. http://dx.doi.org/10.1109/hicss.2015.575.

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Eslami, Motahhare, Kristen Vaccaro, Min Kyung Lee, Amit Elazari Bar On, Eric Gilbert und Karrie Karahalios. „User Attitudes towards Algorithmic Opacity and Transparency in Online Reviewing Platforms“. In CHI '19: CHI Conference on Human Factors in Computing Systems. New York, NY, USA: ACM, 2019. http://dx.doi.org/10.1145/3290605.3300724.

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Peytcheva-Forsyth, Roumiana, Blagovesna Yovkova und Lyubka Aleksieva. „Factors affecting students’ attitudes towards online learning - The case of Sofia University“. In PROCEEDINGS OF THE 44TH INTERNATIONAL CONFERENCE ON APPLICATIONS OF MATHEMATICS IN ENGINEERING AND ECONOMICS: (AMEE’18). Author(s), 2018. http://dx.doi.org/10.1063/1.5082043.

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Berichte der Organisationen zum Thema "Attitudes towards online advertising"

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Rodríguez Chatruc, Marisol, und Sandra Rozo. Attitudes towards Migrants during Crisis Times. Inter-American Development Bank, März 2021. http://dx.doi.org/10.18235/0003331.

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How are natives attitudes towards migrants shaped by economic crises? Natives could show more compassion towards migrants as everyone faces a common threat. Alternatively, natives prejudice could rise as competition for scarce economic opportunities increases. We conduct an online survey to 3,400 Colombian citizens and randomly prime half of them to think about the economic consequences of COVID-19, before eliciting their altruism and attitudes towards Venezuelan migrants. We find that natives attitudes towards migrants are substantially more negative in the treatment relative to the control group. Individuals ages 18 to 25 years, however, respond to the treatment by showing more altruism.
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