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Статті в журналах з теми "Online advertising value"
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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.
Повний текст джерелаАнотація:
The results of this study show. (1) It can be seen that the adjusted R square value is 0.758 or 75.8%. This shows that consumer satisfaction (Y1) and advertising (X) can explain buying interest (Y2) by 75.8%, the remaining 24.2% (100% - 75.8%) is explained by other variables outside the research model. this. Such as service, price and buying interest. (2) The results of the t-test (partial) can be seen that the obtained tcount (7.413) > ttable (1.685), as well as the significance value of 0.00 <0.05, it can be concluded that the first hypothesis is accepted, meaning that the advertising variable (X) has a positive and significant effect on consumer satisfaction (Y1). (3) The results of the t-test (partial) can be seen that the value of tcount (3.059) > ttable (1.685), and the significance value of 0.00 <0.05, it can be concluded that the second hypothesis is accepted, meaning that advertisement (X) has a positive and significant effect on buying interest (Y2). (4) obtained tcount value of 7.413 With = 5%, ttable (5%; nk = 38) obtained ttable value of 2.024 From the description it can be seen that tcount (7.413) > ttable (2.024), as well as the significance value of 0.00 < 0.05 then it can be concluded that the first hypothesis is accepted, meaning that the advertising variable (X) has a positive and significant effect on consumer satisfaction (Z). obtained tcount value of 3,059 With = 5%, ttable (5%; nk = 38) obtained ttable value of 2,024 From this description it can be seen that tcount (3,059) > ttable (2,024), and the significance value is 0,004 < 0,05 then it can be concluded that the second hypothesis is accepted, meaning that advertising (X) has a positive and significant effect on buying interest (Y). obtained tcount value of 4.492 With = 5%, ttable (5%; nk = 38) obtained ttable value of 2.024 From the description it can be seen that tcount (4.492) > ttable (2.024), and the significance value is 0.00 < 0 0.05, it can be concluded that the third hypothesis is accepted, meaning that consumer satisfaction (Z)positive and significant effecton buying interest (Y). In the path analysis test it can be seen that the direct effect of advertising (X) on buying interest (Y) is greater than the indirect effect through advertising variable (X), on buying interest (Y) through consumer satisfaction (Z). This means that consumer satisfaction advertising is an intervening variable on the relationship between the influence of advertising on buying interest.
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Ho, 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.
Повний текст джерелаАнотація:
The author's research bases on studies of Ducoffe (1996), Tsang, Ho and Liang (2002), Murat, Sibel and Ceyda (2016) and Firat (2019), proposed factors affecting the value of online advertising include informativeness, entertainment, credibility, irritation, and social interaction. Two hundred ninety valid answer sheets of young people aged 18 - 25 in Vietnam answered through Google Form are analyzed with SPSS 20 software to verify the reliability of Cronbach's Alpha, EFA, and regression correlation analysis. This research also uses the test of variance to determine whether there are differences between the demographic factors and the value of online advertising. The research results show that all five factors that affect advertising value, from the strongest to the weakest, are credibility, social interaction, informativeness, entertainment, and irritation. It is identical to the results of Ducoffe (1996). Thus, the research shows that credibility has the most substantial influence on the value of online advertising, whereas some other studies have suggested that that factor is entertainment (Tsang, Ho & Liang, 2002; Murat, Sibel & Ceyda, 2016) or value information (Cho & Choen, 2004). Especially the study also discovered that the ability of social interactions also has the affection with the value of advertising. This result receives the similarity from Ko, Cho and Roberts (2005) research. Simultaneously, the results also discover that demographic factors such as gender, age, and income do not differ from the value of online advertising. In the practical, aspect the results can help advertisers have a suitable strategy and improve advertising effectiveness. So that enterprises could attract more customers.
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Bourreau, 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.
Повний текст джерелаАнотація:
Abstract In this paper we propose a model where consumer personal data have multidimensional characteristics, and are used by platforms to offer ad slots with better targeting possibilities to a market of differentiated advertisers through real-time auctions. A platform controls the amount of information about consumers that it discloses to advertisers, thereby affecting the dispersion of advertisers’ valuations for the slot. We first show by way of simulations that the amount of consumer-specific information that is optimally revealed to advertisers increases with the degree of competition on the advertising market and decreases with the cost of information disclosure for a monopolistic platform, competing platforms or a welfare-maximizing platform, provided the advertising market is not highly concentrated. Second, we exhibit different properties between the welfare-maximizing situation and the imperfectly competitive market situations with respect to how the incremental value of information varies: there are decreasing social returns to consumers’ data, while private returns may be increasing or decreasing locally.
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Yan, 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.
Повний текст джерелаАнотація:
Retailers advertise on different sales channels. When consumers buy online, the effectiveness of advertising is discounted because they cannot feel the product. Observing this phenomenon, this paper studies the advertising strategy of a dual-channel retailer. In this paper, we build stylized game models for the retailer’s price and advertising levels on online and offline channels, respectively. Our contribution is to provide prescriptions for how dual-channel retailers make price and advertise decisions and determine which channel is more profitable for retailers. We find that advertising discounts are not always harming the retailer’s profits. The level of advertising discounts causes retailers to increase the selling price when consumers engage in online shopping. Also, we derive that retailers can choose the sales channels based on the level of consumers’ channel preference of consumers. Interestingly, an increase in the level of advertising discounts will contribute to the growth of the retailer’s profit. Finally, by numerical analysis, we demonstrate the robustness of the results.
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Zha, 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.
Повний текст джерела
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Astiana, 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.
Повний текст джерелаАнотація:
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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Sridhar, 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.
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Ramadan, 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.
Повний текст джерелаАнотація:
Purpose The purpose of this study is to test such effects on brands’ relationships and the perceived value of advertising. Social advertising featuring endorsed brands has significantly grown in the past few years. Companies and social networking sites (SNSs) are hailing such types of advertising as being more credible to users as they feature their friends’ indirect endorsements; however, the issue of friends’ likability alongside the users’ relationships with the actual SNS is seldom considered with regard to any potential negative/positive effects they might have on brands’ relationships and the perceived value of advertising within SNSs. Design/methodology/approach Taking a customer-centric approach and based on the social information processing theory, this study investigates the influence of friends’ likability and similarity and users’ relationships with the SNS (Facebook, FB) on brands’ relationships and advertising value by using a Web-based survey. The total number of responses included in the analysis is 305. The data were analyzed using structural equation modeling and LISREL 8.8. Findings The findings show that the overall user experience on FB is based on three key areas: socializing with friends, the relationship with the social network itself and the relationship with the advertised brands. These contribute to the perceived value of customer endorsed FB advertising. Research limitations/implications The study discusses various significant implications for online platforms, brands and the success of online advertising within SNSs. Practical implications The study provides managers with discussion on what they need to consider in relation to managing their brand relationship within SNSs and the importance of considering the role FB plays in such relationships. Originality/value This study contributes to the existing literature by making the link between users’ experiences/friendships within SNSs, their relationships with the SNS (FB) itself and their relationships with the advertised brand and examines how these three combined relationships impact the perceived value of the ads by users of FB.
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Peng, 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.
Повний текст джерелаАнотація:
Purpose – The purpose of this paper is to explore the effects of online advertising spending on automobile sales through both search and non-search advertising. Design/methodology/approach – Sales data of the top 52 vehicle models were collected in two consecutive years in China. The advertising spending data of both formats were collected from a leading consulting company and a major search engine company. Then several empirical models were proposed to evaluate the effects of online advertising on automobile sales. Two extended models were further investigated for search advertising. Findings – The results revealed that both formats of online advertising have significantly positive effects on automobile sales. However, excessive spending on non-search advertising does not help sales and a moderate budget is preferred. On the other hand, spending on search advertising has no such constraint to improve the vehicle sales. Practical implications – The empirical findings have proved the importance of online advertising to the automobile companies and thus can help companies improve their decision making in online advertising allocation strategies. Originality/value – This study provides a better understanding of the relationship between online advertising spending and automobile sales, and helps business to define sophisticated online advertising strategies to improve sales performance.
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Lin, 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.
Повний текст джерелаАнотація:
Purpose In recent years, hotels in China have been interested in leveraging social media platforms to facilitate interactions with and among consumers. Such brand engagement efforts on social media networks are believed to promote brands through co-creation of consumer experiences and values. This study was conducted in the context of Chinese hotels. The paper aims to identify two forms of brand engagement via social media platforms – consumer-initiated engagement and firm-initiated engagement – and to examine their effects on hotels’ display advertising effectiveness. Design/methodology/approach This study collected a comprehensive data set. First, the authors collected display advertisement data from two hotel chains in China. Second, the authors gathered the two hotels’ engagement data from Weibo. A generalized linear mixed model was used in data analysis. Findings The findings of the study indicate that both forms of brand engagement on social media network sites positively influence display advertising effectiveness. Moreover, for a strong brand, consumer-initiated engagement is more influential in increasing display advertising effectiveness; however, for a weak brand, firm-initiated engagement gains more clicks and conversions from advertisements. Practical implications As hotels in China continue to leverage online media platforms to reach, engage with and co-create value with potential and existing consumers, this study provides managers with insight as to how they can achieve higher advertising effectiveness by engaging with consumers on a consistent basis on social media. Originality/value This study mainly contributes to recent increasing research on engagement and value co-creation by providing a lens through which to assess the relationship between brand engagement via social media networks and online display advertising effectiveness.
Дисертації з теми "Online advertising value"
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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.
Повний текст джерелаАнотація:
Purpose: The aim of this paper is to explain and to create an understanding if personalized advertising online creates value for customers. Design/methodology/approach: A qualitative study through 14 semi-structured interviews. Findings: The study found personalized advertising to be seen as value co-creation in some cases, but because privacy concerns exist and affect the perception of advertising, it can in many cases lead to value co-destruction instead. It is thus a consideration between privacy concerns and the perceived value of the personalized advertising that decides if the offering will co-create or co-destroy value. Research limitations/implications for future research: Our study did not involve respondents’ younger than 21 years old, which could have affected the result as this is a generation seen as technology savvy. Through a quantitative study, future research could try to find extremes in personalities by conducting a survey with a large sample of people in different ages, nationalities, gender, active online, etc. in order to see if there are correlations between for example age and privacy concerns. Practical implications: One purpose of the study is to provide companies with insights of how different customers perceive personalized advertising online in terms of customer value in order for companies to know how to think when targeting their customers. Keywords: online advertising, personalized advertising, personalized-privacy paradox, privacy concerns, value creation, value co-creation, value co-destruction.
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Jonsson, 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.
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Andersson, 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.
Повний текст джерелаАнотація:
Background: As retailing moves towards online shopping the number of online purchases have increased substantially over the last year in Sweden (Klarna Bank AB, 2019). The industry of high-end beauty and skincare products has experienced growth in 2019 (PostNord, 2019), which is of interest to investigate. There lies importance for firms in retrieving knowledge of how the target market thinks and reacts. This research allows for a deeper understanding of the motivations of consumer behavior, which will be of high value for retailers and marketers when further operating in 2020 and entering 2021. Problem discussion: There is a growing body of literature that examines the motivations of consumer behavior, however, identified gaps have yet to accumulate. Even if online personalized advertising (OPA) is increasingly being used by retailers worldwide, its influence on Swedish females remains unexplored. This exploratory study was undertaken in response to the demand in Sweden and it attempts to draw meaningful connections between consumer response to OPA as well as the value motives explaining consumption behaviors. Purpose: In order to fill gaps in previous literature, this research sought to build a theory, which will make meaningful sense of observations on Swedish females in the age group 18-35-year-old’s purchase behavior. More specifically, the research will create an understanding of how OPA influences Swedish females, and what values motivate the female consumer when completing a purchase of high-end beauty and skincare products, with and without respect to the influence of OPA. Method: A qualitative approach with semi-structured in-depth interviews with 19 Swedish female participants in the age group 18-35 were conducted. The general analytical procedure for analyzing the collected data was used, and the data was further compared with previous literature. Results: This research indicates that participants declare empathy and hedonic values to influence the completion of purchase. Within the category of empathy values, security is a key value when shopping online. When exposed to OPA, the values of being well-respected and self-respect were added to the explanation for consumer motives of purchases of high-end beauty and skincare products online.
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Falcão, 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.
Повний текст джерелаАнотація:
Mestrado em MarketingO 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.
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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.
Повний текст джерелаАнотація:
Mestrado em MarketingO 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
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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.
Повний текст джерелаАнотація:
This doctoral thesis focuses on creative online advertising in the context of understanding the value orientation of Czech consumers. By interactions of creative campaigns and national culture of target country aspects businesses can achieve a competitive advantage in the field of digital marketing communications. The main objective of the thesis is to create a concept of creative use of online advertising in the Czech market in relation to the cultural values of Czech consumers as a factor of increasing the competitiveness of Czech companies. The result of the thesis is a design that represents the creative elements of interactive online campaign to Czech national culture, defined as the value orientation by Schwartz according to targeting to defined age group of consumers and it also defines the effective use of online ad formats.
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Tang, Yan. "Online Game Advertising and Chinese College Students: Attitudes, First- and Third-Person Effects." Scholar Commons, 2015. http://scholarcommons.usf.edu/etd/6037.
Повний текст джерелаАнотація:
The purpose of this study is to explore the relationships among Chinese college students’ attitudes toward online games and online game advertising, their perceived influence of online game advertising on themselves and others, and their attitude toward restrictions on online game advertising. The growing popularity of online games and the frequent use of advertising in promoting online gaming activities make it necessary to examine empirically the relationships among these variables. Based on a survey among 518 Chinese college students, the study found support for the mediating role of the third-person effect. It also found evidence for the first-person effect through the mechanism of looking glass perception.
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Sim, 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.
Повний текст джерелаАнотація:
In the current media environment, consumers have access to a wide variety of content at little to no monetary cost, with many content providers having adopted advertisement sponsored business models. Indeed, advertising is nearly ubiquitous online, with consumers indirectly paying for website access via their exposure to advertisements. As researchers have demonstrated that consumer negativity towards advertising can spill over onto their perceptions of the media vehicle, content providers must aim to strike a balance between maximising advertisement revenue and providing value to consumers in order to ensure continued visits. Yet, it is argued here that by hosting valuable advertising, for example those advertisements that provide consumers with information or entertainment, it is possible that the negative effect of advertisements identified in the literature is not only negated but that the advertisements themselves could contribute towards consumer value derived from the media vehicle. This dissertation examines how valuable advertisements can affect consumer perceptions of the value derived from a media vehicle. It proposes that informative or entertaining advertisements contribute to website value, and examines mechanisms by which this can occur, with a particular focus on advertisement exchange value (AEX) and cognitive effort. AEX captures consumer perceptions of the exchange fairness between themselves and advertisers, and is examined in this research as a mediator between advertisement value and consumer perceptions of the value derived from the media vehicle. Similarly, advertisement value is argued to reduce the cognitive effort required in website use through the provision of information and entertainment, and in doing so indirectly influences media vehicle value. Finally, the role of consumer motivations for website use are examined as moderating the effects of advertisement value on media vehicle value perceptions. This research incorporates two phases, namely an exploratory experiment that leads into a field study. The experiment allowed for controlled testing of the effects of advertisement value on media vehicle value perceptions, as well as the indirect effects through the abovementioned mediators. The results confirms that while irritation with advertising negatively influences the value derived from a media vehicle, the information and entertainment value of an advertisement positively influence the utilitarian and hedonic value a consumer derives from a website. In addition, the consumer’s overall perceptions of the website as a service also benefits from advertisement value. These findings provided a foundation for a field study utilising an online survey to explore consumer perceptions of websites that they have visited and the motivations driving their use of these websites. The second study contributes towards a more complete understanding of the effects of advertisement value on media vehicle value in a number of ways. Replicating the study in a field setting allows for a more robust overall conclusion that valuable advertising has a positive effect on the value a consumer derives from a media vehicle. Additionally, the inclusion of consumer motivations for website use as a moderator provides insights into the importance of identifying what drives content consumption, and how advertising can aid in fulfilling a consumer’s content needs. Across both studies, AEX and perceived cognitive effort are highlighted as significant mechanisms through which advertisement value can influence a media vehicle value. In conclusion, this research contributes to advertising knowledge by exploring the effects of advertisement value on the media vehicle in a novel manner. With existing literature having an extensive focus on the negative influence of advertisements, this study is unique in examining the specific influence of advertisement information and entertainment value on the value derived from a media vehicle. It is also the first to explore how valuable advertising can have a positive effect on the perceived cognitive effort required in website use, as well as the perceived fairness of exchange. With consumer attention to advertising the currency of the online environment, the importance of valuable advertising is demonstrated in its effects on consumer perceptions of the value they derive from a website. These findings support calls for the need to understand the flow on effects of advertising, as well as provides practical implications for practice by giving managers guidance on the importance of focussing on the quality of advertisements hosted and not just the quantity.Thesis (Ph.D.) -- University of Adelaide, Business School, 2016.
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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.
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碩士國立交通大學
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.
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Abrantes, Tiago Manuel Machado. "Impacto da intrusividade de formatos publicitários em vídeos online." Master's thesis, 2015. http://hdl.handle.net/10400.5/10319.
Повний текст джерелаАнотація:
O presente estudo tem como objetivo compreender quais os impactos da intrusividade de diferentes formatos publicitários em vídeos online. Com esse mesmo propósito, foi desenvolvido e aplicado um questionário de contexto e confirmação do conteúdo da literatura; identificadas as escalas a utilizar, pedida autorização e criado um protocolo para traduzir as mesmas; identificadas as variáveis independente, dependentes e parasitas; criado um protocolo de testes com utilizadores, que foi posteriormente aplicado. A análise dos resultados foi feita através dos tratamentos estatísticos de ANOVA, coeficiente de correlação de Pearson e regressão linear múltipla, juntando a estes, a estatística descritiva de variáveis observáveis na aplicação dos testes com utilizadores. Pela literatura, seria de esperar diferenças estatisticamente significativas da intrusividade entre os vários formatos publicitários. Contudo, os resultados mostram que não existem diferenças estatisticamente significativas no acima descrito. Também as variáveis dependentes não foram identificadas como variáveis com influência sobre a intrusividade. Apenas a atitude perante a publicidade obteve resultados que demonstram influência sobre a intrusividade mas mesmo aqui não se pode generalizar para qualquer situação. Deste modo, foi feita uma análise introspetiva sobre o porquê de não existirem resultados complacentes com a literatura, levantando algumas questões que o pudessem explicar.This 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.
Книги з теми "Online advertising value"
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van, José. News. Oxford University Press, 2018. http://dx.doi.org/10.1093/oso/9780190889760.003.0004.
Повний текст джерелаАнотація:
This chapter examines how the advent of data-driven publishers, such as BuzzFeed and the Huffington Post, as well as the rise of the Big Five platforms, have shaken the news sector’s economic, technical, and social foundations. The proliferation of online audience metrics and algorithmic filtering, promoting the personalization of news and advertisements, has fundamentally transformed how news is produced, circulated, and monetized. The triangular content–audiences–advertising configuration that constituted the legacy news industry is unbundled and rebundled through online platforms. As a consequence, the professional practices and institutional standards once set by legacy news organizations are seriously challenged. Key public values, such as journalistic independence and the trustworthiness of news, have come under scrutiny as new online players in this sector reconfigure the conditions of production and distribution.
Частини книг з теми "Online advertising value"
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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.
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Abbasi, 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.
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Epepe, 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.
Повний текст джерелаАнотація:
This chapter provides an overview of constraints of online advertising amongst small social enterprises in selected capital cities in Nigeria. The E-VALUE model and social bricolage theory provide theoretical background for developing a conceptual model of electronic social value (E-SOVAL). A survey of 120 social bricoleurs ascertained constrains and value creation opportunities of advertising on Facebook and Google AdWords. Descriptive statistics reveal important infrastructural, institutional, environmental, and experiential online advertising constraints. At significance level (p < 0.05), the t-statistic coefficients independently indicate a strong positive relationship between client relationship, visibility, and internet experience. The chapter recommends that for small social enterprises to create E-SOVAL in innovative ways there is the need to overcome identified constraints.
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Dias, 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.
Повний текст джерелаАнотація:
This chapter discusses ways of rethinking and reconfiguring advertising models and tools, in order to explore all the potential of mobile devices. The chapter presents a literature review on perceptions and opportunities related to mobile devices and advertising, focusing themes such as branded content, branded apps, advergames, second screening and m-commerce. It also presents results from an exploratory qualitative study conducted in Portugal on perceptions about mobile devices and advertising, based on 4 focus groups with users of mobile devices aged between 18 and 35 years old. The empirical results show that users have negative perceptions and attitudes towards traditional advertising models, such as banners, pop-ups and pre-videos on YouTube. On the contrary, they use some branded apps and value both engagement and community building and providing useful services and information. Thus, opportunities, possibilities, preferences and dislikes were discussed.
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Koçyiğit, 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.
Повний текст джерелаАнотація:
Consumer behavior is a human behavior. Therefore, every factor influencing the consumer also affects buying behavior and preference. Thus, the messages in the digital advertising narrative can affect the attitudes and behaviors of the consumers by moving the emotions. The digital advertising narrative is increasing the interaction between the customer and the brand. In this direction, digital advertising messages make consumers the brand's fan or follower. The digital advertising narrative increases the attention of the consumer. The brand is increasing interest. Also, digital advertising increases the familiarity to the brand and contributes to the online reputation. By means of online platforms, consumers have become a brand's reputation support. Digital advertising narrative increases the memorability of brand messages. It convinces and informs the consumer. In addition, it must be compatible with the value judgments of that consumer. In this respect, the brand can provide significant contributions to online reputation management.
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Koçyiğit, 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.
Повний текст джерелаАнотація:
Consumer behavior is a human behavior. Therefore, every factor influencing the consumer also affects buying behavior and preference. Thus, the messages in the digital advertising narrative can affect the attitudes and behaviors of the consumers by moving the emotions. The digital advertising narrative is increasing the interaction between the customer and the brand. In this direction, digital advertising messages make consumers the brand's fan or follower. The digital advertising narrative increases the attention of the consumer. The brand is increasing interest. Also, digital advertising increases the familiarity to the brand and contributes to the online reputation. By means of online platforms, consumers have become a brand's reputation support. Digital advertising narrative increases the memorability of brand messages. It convinces and informs the consumer. In addition, it must be compatible with the value judgments of that consumer. In this respect, the brand can provide significant contributions to online reputation management.
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Ayad, 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.
Повний текст джерелаАнотація:
This study represents an investigation of the effect of political advertising on readers' perceptions of bias, value, and credibility in an online news article. Participants read an unbiased news article placed alongside three advertisements. Participants randomly entered one of three conditions—right-leaning advertisements, left-leaning advertisements, or neutral advertisements. They then answered questions about the perceived bias and credibility of the article. The researchers predicted biased political ads would prime perceptions of bias for the news article, despite its neutrality. Though the findings trended in the hypothesized direction, a lack of significance suggests political advertising may not serve as a prime for news readers in making decisions about the political bias, credibility, and news value of an article or news source. However, participants who had a higher prior knowledge of politics did place a higher news value on the article than those with low prior knowledge. Also, men were more likely to see a liberal bias and to rate a news story higher on news value.
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Kuşçu, 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.
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Organizations are embracing employer branding now more than ever as a tool to retain, motivate, and attract a valuable competitive asset, namely talented employees, as they play a vital role in organizational success. Recently, new digital technologies, particularly social media, have replaced the traditional communication channels and made it harder for companies to achieve their employer-branding objectives. Most organizations are now employing digital technologies at a great extent to get in touch with all their key stakeholders. This chapter initially provides an overview of research on employer branding and its longterm strategic benefits to organizations. The author discusses the use of digital technologies, particularly social media, for employer branding. A framework is introduced covering all the topics mentioned and providing insights to organizations on how and in what form employer brand value should be communicated within the digital media.
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Jain, 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.
Повний текст джерелаАнотація:
Businesses are shifting their marketing strategies towards social media for promoting their products and services. Online video advertisements are one of the fastest-growing platforms of social media advertising. This article provides detailed models to marketers providing knowledge of different factors impacting consumer purchase intention after watching online video advertisement. The purpose of this article is to propose a model comprising of advertisement value, attitude and their impact on purchase intention in case of online video advertisements amongst Indian youth. The analysis indicated that an advertisement value model given by Ducoffe was not applicable in case of online video advertisements. Invasiveness/Irritation has no significant impact on advertisement value as in case of Ducoffe's model although it significantly impacts attitude towards online video advertisements.
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Idemudia, 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.
Повний текст джерелаАнотація:
To the best of our knowledge there has been no study that has published a literature review of Internet advertising, online market places, and social e-commerce in the Information System discipline journals. Publishing such articles relating to literature reviews of online market places and Internet advertising is extremely important and essential for the following reasons: (1) to provide insights and understanding to social media and online firms on strategies that can be implemented to improve Internet revenues and click-through rates, (2) provide a comprehensive analysis of some of the most influential studies in Internet advertising and social e-commerce, (3) present some of the benefits and limitations of prior studies in Internet advertising and social e-commerce, (4) encourage scholars and researchers in all disciplines to educate and enlighten college students on what Information systems consist of, and (5) present techniques to measure the effectiveness of Internet advertising and the vast monetary value of Internet advertising.
Тези доповідей конференцій з теми "Online advertising value"
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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.
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"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.
Повний текст джерелаАнотація:
Aim/Purpose: This paper describes an empirical investigation on how consumer behavior is influenced by the volume of content on a commercial landing page -- a stand-alone web page designed to collect user data (in this case the user’s e-mail address), a behavior called “conversion.” Background: Content is a term commonly used to describe the information made available by a website or other electronic medium. A pertinent debate among scholars and practitioners relate to information volume and consumer behavior: do more details elicit engagement and compliance, operationalized through conversions, or the other way around? Methodology: A pilot study (n= 535) was conducted in real-world commercial setting, followed by a series of large-scale online experiments (n= 27,083). Both studies employed a between-group design: Two variations of landing pages, long and short, were created based on various behavioral theories. User traffic to the pages was generated using online advertising and randomized between the pages (A/B testing). Contribution: This research contributes to the body of knowledge on the antecedents and outcomes of online commercial interaction, focusing on content as a determinant of consumer decision-making and behavior. Findings: The observed results indicate a negative correlation between content volume and users’ conversions. The shorter pages had significantly higher conversion rates, across locations and time. Findings suggest that content play a significant role in online decision making. They also contradict prior research on trust, persuasion, and security. Recommendations for Practitioners: At a practical level, results can inform practitioners on the importance of content in online commerce. They provide an empirical support to design and content strategy considerations, specifically the use of elaboration in commercial web pages. Recommendation for Researchers: At the theoretical level, this research advances the body of knowledge on the paradoxical relationship between the increased level of information and online decision-making and indicates that contrary to earlier work, not all persuasion theories are effective online. Impact on Society: Understanding how information drive behavior has implications in many domains (civic engagement, health, education and more). This has relevance to system design and public communication in both online and offline contexts, suggesting social value. Future Research: Using this research as a starting point, future research can examine the impact of content in other contexts, as well as other behavioral drivers (such as demographic data). This can lead to theoretical, methodological and practical recommendations.