Academic literature on the topic 'Online advertising value'
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Journal articles on the topic "Online advertising value"
Nisfullah, Asy'Ari, Armianto Armianto, and Nazaina Nazaina. "THE EFFECT OF ONLINE ADVERTISING (ONLINE ADVERTISING) ON CONSUMER BUYING INTEREST IN BUYING APPLICATIONS ONLINE WITH CUSTOMER SATISFACTION AS INTERVENING VARIABLE." International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) 1, no. 1 (December 26, 2021): 29–38. http://dx.doi.org/10.54443/ijset.v1i1.4.
Full textHo, Vi Truc. "Factors affecting the value of online advertising among Vietnamese youths." Independent Journal of Management & Production 13, no. 5 (July 1, 2022): 1216–34. http://dx.doi.org/10.14807/ijmp.v13i5.1694.
Full textBourreau, Marc, Bernard Caillaud, and Romain de Nijs. "The Value of Consumer Data in Online Advertising." Review of Network Economics 16, no. 3 (September 26, 2017): 269–89. http://dx.doi.org/10.1515/rne-2017-0066.
Full textYan, Ke, Shuai Liu, Min Zuo, Jiamin Zheng, and Yadong Xu. "Dual-Channel Supply Chain Pricing Decisions under Discounted Advertising Value." Systems 10, no. 3 (June 7, 2022): 76. http://dx.doi.org/10.3390/systems10030076.
Full textZha, Xianjin, Jing Li, and Yalan Yan. "Advertising value and credibility transfer: attitude towards web advertising and online information acquisition." Behaviour & Information Technology 34, no. 5 (November 24, 2014): 520–32. http://dx.doi.org/10.1080/0144929x.2014.978380.
Full textAstiana, Melia. "Peran Sikap dan Kemampuan Mengingat Iklan Online Terhadap Keputusan Pembelian Traveloka." Jurnal Manajemen Bisnis 18, no. 1 (January 30, 2021): 53–69. http://dx.doi.org/10.38043/jmb.v18i1.2786.
Full textSridhar, Shrihari, Frank Germann, Charles Kang, and Rajdeep Grewal. "Relating Online, Regional, and National Advertising to Firm Value." Journal of Marketing 80, no. 4 (July 2016): 39–55. http://dx.doi.org/10.1509/jm.14.0231.
Full textRamadan, Zahy Bashir, Ibrahim Abosag, and Vesna Zabkar. "All in the value." European Journal of Marketing 52, no. 7/8 (July 9, 2018): 1704–26. http://dx.doi.org/10.1108/ejm-03-2017-0189.
Full textPeng, Jianping, Guoying Zhang, Shaoling Zhang, Xin Dai, and Jing Li. "Effects of online advertising on automobile sales." Management Decision 52, no. 5 (June 10, 2014): 834–51. http://dx.doi.org/10.1108/md-10-2012-0753.
Full textLin, Shan, Shuai Yang, Minghui Ma, and Jian Huang. "Value co-creation on social media." International Journal of Contemporary Hospitality Management 30, no. 4 (April 9, 2018): 2153–74. http://dx.doi.org/10.1108/ijchm-08-2016-0484.
Full textDissertations / Theses on the topic "Online advertising value"
Dahlgren, Sanne, and Beatrice Tabell. "Personalized Advertising Online and its Difficulties with Customer Privacy." Thesis, Karlstads universitet, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-66218.
Full textJonsson, Amanda, and Ekeroth Julia Darnéus. "The Effectiveness of Personalised Advertising : An exploratory study on personalised advertising done on Facebook." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-54413.
Full textAndersson, Edith, Matilda Andersson, and Sofie Rehnström. "Hey girl, what are your motives? : Exploring the purchase behavior motives of Swedish females when consuming high-end beauty and skincare products and the effects of online personalized advertising." Thesis, Jönköping University, Internationella Handelshögskolan, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48646.
Full textFalcão, João Carlos Maia. "Perceções e atitude acerca da publicidade nas redes sociais e nos motores de pesquisa : uma análise comparativa." Master's thesis, Instituto Superior de Economia e Gestão, 2016. http://hdl.handle.net/10400.5/12151.
Full textO presente estudo pretende avaliar a influência de dois meios online - redes sociais e motores de pesquisa - nos determinantes da atitude acerca da publicidade na Internet. A literatura identifica cinco percepções - entretenimento, informação, irritação, credibilidade, interatividade - que determinam direta e indiretamente, através do valor percebido, a atitude acerca da publicidade online. Com aquele propósito, foi realizado um estudo descritivo transversal, com base num questionário online para uma amostra de 406 indivíduos. Os resultados demonstram que nas redes sociais o determinante com mais impacto no valor percebido da publicidade é a perceção de entretenimento, seguida da informação, irritação, credibilidade e interatividade. Nos motores de pesquisa é a informação, seguida da interatividade, irritação, entretenimento e credibilidade. Quanto aos determinantes na atitude acerca da publicidade, verificou-se nos dois meios que a perceção que exerce mais impacto direto é o valor, seguido da irritação e do entretenimento. A credibilidade não apresenta impacto direto. Nas redes sociais a informação e interatividade têm um impacto indireto, através do valor percebido, enquanto que nos motores de pesquisa têm igualmente um impacto direto. Adicionalmente, verificou-se que as perceções do entretenimento, informação e interatividade estão mais associados à publicidade nas redes sociais e que os indivíduos têm uma atitude mais favorável à publicidade neste meio comparativamente à dos motores de pesquisa. Concluiu-se que os meios online (redes sociais e motores de pesquisa) são variáveis importantes nos determinantes do valor percebido e da atitude acerca da publicidade na Internet.
The objective of this study is to investigate the influence of two online media - social networks and search engines - on the determinants of attitude toward Internet advertising. The literature identifies five perceptions - entertainment, information, irritation, credibility, interactivity - which determine directly and indirectly, through the perceived value, the attitude toward online advertising. For that purpose, a cross-sectional study was conducted based on an online questionnaire to collect the data of 406 individual samples. The results show that on social networks the determinant with more impact on perceived value of advertising is entertainment, followed by information, irritation, credibility and interactivity. In the search engines is information, followed by interactivity, irritation, entertainment and credibility. With regard to the determinants of attitude toward advertising, the results shows that for the two online media perceived value, followed by irritation and entertainment are the stronger direct determinants. Credibility has no direct impact. For the social networking sites perceived information and interactivity have an indirect impact through perceived value, while for the search engines have also a direct impact. Additionally, it was found that the perceived entertainment, information and interactivity are more associated with advertising on social networks and that individuals have a more favorable attitude toward advertising in this medium compared to search engines. It was concluded that the online media (social networks and search engines) are important variables in determining the perceived value and attitude toward Internet advertising.
Santos, Ana Inês dos Reis Leonardo. "Publicidade no Youtube : impacto do valor percebido na intenção de compra da marca anunciante no contexto português." Master's thesis, Instituto Superior de Economia e Gestão, 2017. http://hdl.handle.net/10400.5/14573.
Full textO crescimento da publicidade digital tem revolucionado a indústria publicitária e a forma como os consumidores percecionam o seu valor. Assim, o objetivo do presente estudo reside em compreender quais são os antecedentes do valor percebido da publicidade no YouTube e que tipo de direção tem esta relação, bem como se existe uma relação entre este e a intenção de compra online da marca anunciante. Foi conduzido um estudo explanatório, com uma amostra não probabilística de conveniência, através da aplicação de um questionário online, com 716 respostas válidas. A literatura identifica como antecedentes do valor percebido da publicidade no YouTube a informação, entretenimento, credibilidade, customização e irritação percebidos. Encontrou-se uma relação positiva entre todos estes antecedentes e o valor percebido da publicidade no YouTube, com exceção da irritação percebida, que exerce sobre o mesmo uma influência negativa, e da credibilidade percebida. É ainda possível concluir que o valor percebido da publicidade no YouTube influencia de forma positiva a intenção de compra online da marca anunciante. As conclusões obtidas contribuem para um melhor entendimento da perceção do valor da publicidade no YouTube, respetivos antecedentes e intenção de compra online da marca anunciante nesta rede social. Os conteúdos de publicidade no YouTube devem ser customizados, apostar no entretenimento, informação e ter em conta a irritação que podem causar aos consumidores.
The growth of digital advertising has revolutionized both the advertising industry and the way consumers perceive its value. In this regard, the goal of this study is to understand which are the antecedents that influence the advertising value on YouTube and the direction of this relationship, as well as investigate the influence of advertising value on the intention to purchase the advertiser's brand online. An explanatory study was conducted, with a non-probabilistic and convenience sample, through the application of an online questionnaire, which obtained 716 valid answers. The literature identifies perceived information, entertainment, credibility, customization and irritation as antecedents of YouTube advertising value. A positive relationship was found between these antecedents and the YouTube advertising value, except for perceived irritation, which had a negative influence, and perceived credibility. The results also indicate that YouTube advertising value positively influences the online purchase intention of the advertiser brand. These findings contribute to a better understanding of how consumers perceive advertising value on YouTube and its antecedents, and of the intention to purchase the advertiser brand online. They indicate that advertising content should be customized, with strong entertainment and informational elements and not develop perceptions of irritation among consumers.
info:eu-repo/semantics/publishedVersion
Navrátilová, Ludmila. "Budování konkurenční výhody českých podniků prostřednictvím kreativní internetové reklamy v rámci jednotného evropského trhu." Doctoral thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-263393.
Full textTang, Yan. "Online Game Advertising and Chinese College Students: Attitudes, First- and Third-Person Effects." Scholar Commons, 2015. http://scholarcommons.usf.edu/etd/6037.
Full textSim, Ming Qing Ervin. "The value of online advertising: exploring the effects of advertisements on consumer perceptions of media vehicle value." Thesis, 2016. http://hdl.handle.net/2440/103573.
Full textThesis (Ph.D.) -- University of Adelaide, Business School, 2016.
Lai, Yen-Tzu, and 賴彥慈. "Using Advertising Value Model to Investigate Online Community Influencer Advertising Effect - Persuasion Knowledge and Product Involvement as Moderators." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/8be62b.
Full text國立交通大學
經營管理研究所
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Social network site advertising has become an essential component of marketer’s online multi-channel marketing mix. Therefore, it is critical to investigate the factors affecting the advertising outcome. In this study, we adopt the advertising value model of Ducoffe to analyze the antecedents of online community influencer advertising value. Further, we measure the moderating effect of persuasion knowledge and product involvement. This study conducts structural equation model analysis (SEM) to evaluate the effectiveness of the model. From the result, we confirm that content informativeness and entertainment affect consumer’s perceived influencer advertising value, leading to further influence toward consumer’s attitude-toward- the-ad (Aad) and purchase intention. The moderating effects of persuasion knowledge and product involvement are also proved. This research also provides insight into the application for the advertising industry, including advertisement content design, sponsorship disclosure, and personalized advertising.
Abrantes, Tiago Manuel Machado. "Impacto da intrusividade de formatos publicitários em vídeos online." Master's thesis, 2015. http://hdl.handle.net/10400.5/10319.
Full textThis thesis’ goal is to understand which (if any) impacts intrusiveness in different advertising formats has in online videos. For this purpose, it was developed a context and literature revision questionnaire; the scales to use were identified, asking for authorization and creating a protocol to translate them; all the variables were also identified, independent, dependents and parasites; a user test protocol was then created and applied. These results were analyzed through 3 different statistics methods: one-way ANOVA, Pearson correlation coefficient and multiple linear regression with descriptive statistics of variables observed during user’s tests. Literature would make us to expect to see differences on Intrusiveness per advertising format but results have showed no statistically significant differences to conclude that. Dependent variables have also showed no influence of these on Intrusiveness. Only ‘attitude towards advertising’ variable has showed an inverted influence on Intrusiveness although it’s not possible to generalize it. All in all it was done an introspective analysis in order to understand why these results aren’t compliant, raising issues which might explain it.
Books on the topic "Online advertising value"
van, José. News. Oxford University Press, 2018. http://dx.doi.org/10.1093/oso/9780190889760.003.0004.
Full textBook chapters on the topic "Online advertising value"
Kresh, Herbert, Ashley Laible, Mei Lam, and Mahesh Raisinghani. "Online Advertising: Creating a Relationship Between Businesses and Consumers." In Global Business Value Innovations, 47–61. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-77929-4_4.
Full textAbbasi, Amir Zaib, Ali Hussain, Helmut Hlavacs, Muhammad Umair Shah, Ding Hooi Ting, and Umair Rehman. "Customer Inspiration via Advertising Value of Pop-Up Ads in Online Games." In Lecture Notes in Computer Science, 251–59. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-50164-8_17.
Full textEpepe, Umefien Dakoru. "Small Social Enterprises and Online Advertising." In Handbook of Research on Value Creation for Small and Micro Social Enterprises, 229–53. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-6298-6.ch012.
Full textDias, Patricia, and Inês Teixeira-Botelho. "Mobile Devices and Advertising." In Multigenerational Online Behavior and Media Use, 923–43. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7909-0.ch050.
Full textKoçyiğit, Murat. "Digital Advertising Narration and Online Reputation Management." In Advances in Marketing, Customer Relationship Management, and E-Services, 219–26. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-9790-2.ch019.
Full textKoçyiğit, Murat. "Digital Advertising Narration and Online Reputation Management." In Research Anthology on Social Media Advertising and Building Consumer Relationships, 1737–44. IGI Global, 2022. http://dx.doi.org/10.4018/978-1-6684-6287-4.ch093.
Full textAyad, Salma Mariam, Robert Andrew Dunn, and Stephen William Marshall. "Political Advertising Effects on Perceived Bias, Value, and Credibility in Online News." In Advances in Media, Entertainment, and the Arts, 184–202. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-2543-2.ch008.
Full textKuşçu, Aslı. "Employer Branding in the Digital Era." In Impacts of Online Advertising on Business Performance, 28–51. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-1618-8.ch002.
Full textJain, Geetika, Sapna Rakesh, and Kostubh Raman Chaturvedi. "Online Video Advertisements' Effect on Purchase Intention." In Brand Culture and Identity, 454–71. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7116-2.ch025.
Full textIdemudia, Efosa. "A Comprehensive Summary Review of Internet Advertising and Online Market Places that Provides Detailed Insights and Understanding On What Information Systems Discipline is About." In Marketing and Consumer Behavior, 263–81. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-7357-1.ch012.
Full textConference papers on the topic "Online advertising value"
Rizka Femilia, Anisha, and Mega Mayasari. "Does the Novelty, Advertising Value, Relevance, and Privacy Concern Effect on the Online Impulse Buying Tendency?" In The International Conference on Applied Economics and Social Science. SCITEPRESS - Science and Technology Publications, 2021. http://dx.doi.org/10.5220/0010935700003255.
Full text"How Content Volume on Landing Pages Influences Consumer Behavior: Empirical Evidence." In InSITE 2018: Informing Science + IT Education Conferences: La Verne California. Informing Science Institute, 2018. http://dx.doi.org/10.28945/4016.
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