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1
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.
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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.
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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.
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Torres, Ariana P., Alicia L. Rihn, Susan S. Barton, Bridget K. Behe, and Hayk Khachatryan. "Evaluating the Business and Owner Characteristics Influencing the Adoption of Online Advertising Strategies in the U.S. Green Industry." HortScience 56, no. 6 (June 2021): 659–66. http://dx.doi.org/10.21273/hortsci15766-21.
Повний текст джерелаАнотація:
Online advertising is becoming a mainstay business practice to reach firms’ customer bases. Yet, the adoption and use of online advertising in the green industry are topics that have not been adequately researched. Using a national survey of green industry firms conducted in 2019, this research uses a double-hurdle model to investigate factors that impact firms’ adoption of, and amount spent on, online advertising. Our results show that one-third of the companies invested in online advertising. Of those investing in online advertising, the average percentage of online advertising as a share of all advertising expenditures was 46%. Small businesses were less likely to invest in online advertising compared with larger businesses; however, once they invested in online advertising, the percentage of investment was 25% higher among small firms when compared with their larger counterparts. Increasing years in operation as well as trade show participation was related to a 3% decrease in likelihood to use online advertising. Business owners who perceived hiring competent employees as a barrier to business growth invested 19% less of their advertising budget in online channels, which may indicate a lack of human resources to advertise online. We also compared the industry results with data from a 2014 survey and found the amount invested in online advertising increased ≈3% to 5% between studies. The percentage in wholesale sales influenced the amount spent on online advertising in 2014 but not in 2019. Being a small firm in 2014 increased the amount spent on online advertising, but the effect was 14% lower in 2019. In 2014, firms located in the Pacific, Southcentral, and Southeast U.S. regions invested more in online advertising compared with other regions, but in 2019, the only geographic difference was that firms in the Great Plains spent less on online advertising. Despite their lower adoption rates, the increased expenditures on online advertising implies that smaller firms that implement online advertising receive value through that channel and are willing to allocate more resources to leverage its reach. Firms contemplating adopting and investing in online advertising should consider their resource availability and marketing goals related to reaching different customer groups through online advertising.
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Naser, Mohd Nabil Ahmad, and Syamsyul Anuar Ismail. "THE INFLUENCE OF ADVERTISING VALUE ON ATTITUDE TOWARD POLITICAL ADVERTISING IN SOCIAL MEDIA AMONG UNIVERSITY STUDENTS." International Journal of Politics, Public Policy and Social Works 2, no. 7 (December 14, 2020): 93–107. http://dx.doi.org/10.35631/ijppsw.27007.
Повний текст джерелаАнотація:
Over the past few years, many studies have conducted to examine the effect of advertising value on attitude toward advertising. Advertising value has proven that it has a strong relationship with attitude toward advertising. With the expansion of the media, advertising has been using as part of the political tools. Hence, this research paper will discuss how advertising values influence attitudes toward advertising from a political advertising perspective. Therefore, the purpose of this study is to analyses the influence of advertising value on attitude toward political advertising among Universiti Utara Malaysia (UUM) and Universiti Sains Malaysia (USM) students and their perceptions toward the value of advertising. This study used a quantitative method. An online survey was used in this study and distributed through Google Form among UUM and USM students. Statistical Package for Social Sciences (SPSS) version 25 was used to analyses the collected data. The results found that advertising value variables significantly influence the attitude toward political advertising. Therefore, this study hopes to help future researchers to understand how advertising value in political advertising can give an impact on attitude toward political advertising. Thus, this study can help other researchers as a guideline in exploring other variables for advertising value in political advertising perspective.
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Djafarova, Elmira, and Kristina Kramer. "YouTube advertising: Exploring its effectiveness." Marketing Review 19, no. 1 (November 29, 2019): 127–45. http://dx.doi.org/10.1362/146934719x15633618140855.
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Advertising on YouTube is becoming increasingly popular due to its large potential in engaging existing and new target audiences via highly interactive video advertisements. However, YouTube is criticised for providing mostly lower value user-generated content. This leads to major concerns among marketers regarding how resources can be allocated most efficiently across channels and how effective YouTube is as an advertising channel. The purpose of this study is to evaluate existing literature exploring the effectiveness of YouTube advertising. This research contributes to academic literature by compiling a set of measures to assess advertising effectiveness and identifying factors affecting it in the context of online video advertising. In order to identify relevant criteria and frameworks for evaluating advertising effectiveness in the context of YouTube video advertising, the characteristics of social media and online video advertising were analysed and the theoretical foundations of online advertising were established.
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Mustafi, Mohitul Ameen Ahmed, and Md Sajjad Hosain. "The role of online advertising on purchase intention of smartphones: mediating effects of flow experience and advertising value." Journal of Contemporary Marketing Science 3, no. 3 (October 12, 2020): 385–410. http://dx.doi.org/10.1108/jcmars-05-2020-0024.
Повний текст джерелаАнотація:
PurposeThe paper aims at identifying the role of online advertising on the purchase intention (PI) of smartphones of Bangladeshi customers. The independent variable (online advertising) has been divided into five dimensional segregations: informativeness (INFO), irritation (IRR), entertainment (ENT), incentives (INC) and credibility (CRD). For increasing the value of investigation to further extent, the authors included two mediators termed as flow experience (FE) and advertising value (ADD).Design/methodology/approachThe study has been conducted on primary data collected through a structured questionnaire received from a valid sample of 281 smartphone users selected on a random basis. SPSS (Version 24) has been used for descriptive statistical analysis, while structural equation modeling technique (utilizing AMOS 24) has been used to test the hypothetical relationships among the variables.FindingsAfter a careful and bias-free statistical analysis, the results indicate that purchase intention is positively and significantly affected by all the independent components INFO, IRR, ENT, INC and CRD. Regarding the mediating effect, FE can partially mediate the relationships between IRR and PI and ENT and PI as both the direct and indirect effects are significant. On the other hand, ADD can partially mediate the relationships between IRR and PI and INC and PI, respectively, since both the direct and indirect effects are significant.Research limitations/implicationsThis empirical study is expected to be beneficial for the academicians in finding some unique dimensional aspects regarding online advertising and purchase intentions.Practical implicationsThe policymakers can formulate some unique online advertising policies with a view to identifying customer psychology and increase sales volume based on the findings.Originality/valueSmartphone market in Bangladesh is growing steadily. This empirical paper has shed some lights on the unique role of online advertising on PI of smartphones of Bangladeshi customer base. Since the market scenario in Bangladesh is somewhat unique than those of Western and Eastern countries, the authors hope that the findings will add numerical theoretical and practical values for further investigation in South Asian markets.
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Watts, Alison. "Fairness and Efficiency in Online Advertising Mechanisms." Games 12, no. 2 (April 15, 2021): 36. http://dx.doi.org/10.3390/g12020036.
Повний текст джерелаАнотація:
Online advertising often involves targeting ads to certain types of consumers where ads are commonly sold by generalized second price auctions. However, such an auction or mechanism could be considered unfair if similar consumers are consistently shown different ads or consistently receive different payoffs. Results show that such ascending bid auctions may result in unfair treatment and additionally that uncertainty regarding an ad’s value can result in inefficiency. An alternative way to assign ads to consumers is presented called the random assignment mechanism. Results show that the random assignment can improve fairness while improving efficiency in some circumstances.
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Christian, Joshua, Febby Karissa, Boas Handoyo, and Ferdi Antonio. "The Effect of Perceived Ads Personalization Toward Online Impulse Buying Tendency with Mediating and Moderating Variables, Evidence from Indonesian Millennial E-Commerce Customers." KINERJA 25, no. 1 (April 1, 2021): 103–20. http://dx.doi.org/10.24002/kinerja.v25i1.4357.
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E-commerce business grows over time and has changed retail business behavior all over the world. To expand, e-commerce uses ads personalization to study customer needs and track customer behavior. This study aims to analyze the effect of perceived ads personalization towards online impulse buying tendency. The research model hypothesized the effect of perceived ads personalization towards online impulse buying tendency. The mediating variables in this study are perceived novelty, privacy concerns, advertising value, perceived relevance, creepiness, affective reactance, and attitudes towards ads. The study also used a moderating variable of purchasing frequency to distinguish how effective personalized advertising is in groups that are classified as high and the low-frequency buyer on e-commerce. This study using quantitative research methods with PLS-SEM data analysis. Respondents were taken by purposive sampling on millennial social media users in Jabodetabek. The results showed that perceived advertising personalization had a positive effect on perceived novelty, privacy concern, advertising value, perceived relevance, and creepiness. Furthermore, this study found perceived novelty, advertising value, and perceived relevance have a positive effect on attitudes towards ads. Creepiness indicates a positive effect on affective reactance, while privacy concern and affective reactance have a negative effect on attitudes towards ads. One of the findings is that attitudes towards ads had a positive impact on online impulsive buying tendency. The frequency of purchase is proven to be a moderator that weakens the influence of attitudes towards ads to online impulse buying tendency.Keywords: perceived ads personalization, perceived novelty, privacy concern, advertising value, perceived relevance, creepiness, affective reactance, attitudes toward ads, online impulse buying tendency, e-commerce
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Behboudi, Mehdi, Hossein Vazifehdoust, Kobra Najafi, and Mina Najafi. "Using rational and emotional appeals in online advertisements for Muslim customers." Journal of Islamic Marketing 5, no. 1 (March 4, 2014): 97–124. http://dx.doi.org/10.1108/jima-07-2012-0039.
Повний текст джерелаАнотація:
Purpose – The purpose of this study is to verify the factors affecting the use of emotional and rational appeals in online advertising among Muslim customers in Iran. Design/methodology/approach – By reviewing the literature of advertising appeals and developing a comprehensive theoretical model, the effect of rational and emotional appeals on online advertising was examined. Expert questionnaire was administered to verify the validity of collected features. The Student's t-test was utilized to analyze the data collected from 271 participants. Findings – Five latent variables, namely user type, product involvement, e-lifestyle, advertising strategies, and internet motives were examined to explain factors affecting online advertising appeals among Muslim customers in Iran. It was found that “advertising strategies” and “user type” are the most effective factors influencing Muslims customers in developing an online advertising campaign. Research limitations/implications – The sample of this study was Iranian experts and it is necessary to conduct a survey with a larger sample size. Originality/value – This study provides insights into factors affecting the selection of emotional and rational appeals in Muslims countries. Moreover, it reports the primary columns of online advertising appeals.
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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, no. 1 (October 30, 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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Heidary Dahooie, Jalil, Mehrdad Estiri, Mahshid Janmohammadi, Edmundas Kazimieras Zavadskas, and Zenonas Turskis. "A novel advertising media selection framework for online games in an intuitionistic fuzzy environment." Oeconomia Copernicana 13, no. 1 (March 30, 2022): 109–50. http://dx.doi.org/10.24136/oc.2022.004.
Повний текст джерелаАнотація:
Research background: The critical role of online games in e-commerce and the great competition among providers to enhance market share has significantly increased the need to use effective advertising patterns, techniques, and tools to attract users. There are two significant challenges to planning online media game selection. The first challenge is that there is no agreement on media selection criteria for online game advertising. The second challenge relates to the complexity of choosing advertising media. Purpose of the article: Given the multidimensionality and uncertainty in evaluating and selecting advertising media, especially in the case of online games, the need to provide a systematic framework for evaluating and selecting media is critical. Methods: The present study aims to provide a systematic framework based on multi-attribute decision-making (MADM) methods to evaluate and select the appropriate media for online game advertising. For this purpose, first, by reviewing the literature, a relatively comprehensive list of media selection criteria for online game advertising was extracted and then provided to experts in online game marketing and advertising in the fuzzy Delphi questionnaire. Then, based on their opinions, a localized decision model was obtained. Also, the Step-wise Weight Assessment Ratio Analysis (SWARA) method helped to determine the criteria? importance. In the next step, a preliminary list of online game advertising media was prepared and evaluated by experts based on the criteria obtained in the previous step. Finally, the media was ranked using the Additive Ratio ASsessment (ARAS) method. Findings & value added: Awareness of the criteria affecting the selection of online game advertising media and having a systematic framework for applying these criteria in advertising media selection decisions play a vital role in practical decisions. This research addresses one of the main gaps in the field of study by proposing a quantitative methodology for integrating information based on the knowledge of experts in the decision-making processes select advertising media for online games. Most traditional media selection processes are based solely on experience and estimation, and in practice, they are unable to systematically prioritize the alternatives due to the multiplicity of media available and the complexity of the decision-making process Interval-valued triangular fuzzy numbers (IVTFNs) can address the shortcomings of previous research while considering the uncertainties in this decision-making process. The findings of this framework can be good support for e-commerce managers and online game advertising practitioners.
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Sykes, Janine. "Locating the value and opportunities for online collaborative creativity within advertising." Art, Design & Communication in Higher Education 11, no. 2 (December 1, 2012): 91–109. http://dx.doi.org/10.1386/adch.11.2.91_1.
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Zhao, Kaifeng, Seyed Hanif Mahboobi, and Saeed R. Bagheri. "Revenue-based attribution modeling for online advertising." International Journal of Market Research 61, no. 2 (May 22, 2018): 195–209. http://dx.doi.org/10.1177/1470785318774447.
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This article examines and proposes several attribution models that quantify how revenue should be attributed to online advertising inputs. We adopt and further develop relative importance methods, which are based on regression models that have been extensively studied and utilized to investigate the relationship between advertising efforts and market reaction (revenue). The relative importance methods aim at decomposing and allocating marginal contributions to the coefficient of determination ( R2) of the regression models as attribution values. In particular, we adopt two alternative submethods to perform this decomposition: dominance analysis and relative weight analysis. Moreover, we demonstrate an extension of the decomposition methods from standard linear models to additive models. We claim that our new approaches are more flexible and accurate in modeling the underlying relationship and quantifying the attribution values. We use simulation examples to demonstrate the superior performance of our new approaches to traditional methods. We further illustrate the value of our proposed approaches using a real advertising campaign data set.
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Sheng, Mengyan, and Norazlyn Kamal Basha. "A Conceptual Framework to Study Effective Short-Video Platform Advertising on Chinese Generation Y Consumer Online Purchase Intention." WSEAS TRANSACTIONS ON ENVIRONMENT AND DEVELOPMENT 18 (July 29, 2022): 1055–72. http://dx.doi.org/10.37394/232015.2022.18.101.
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The millennial generation is highly linked to modern media, has unfettered access to the Internet to gather vital information and enjoys online shopping. Generation Y consumes information to fulfil the fundamental needs of commodities. An effective short-video advertising strategy should optimize the capabilities of online platforms to guarantee that consumers will see the adverts as relevant, significant, and valuable when they view them. The purpose of this study was to establish a model to assist marketers, advertisers, and short-video platform operators in creating more effective short-video commercials to influence the online buy intentions of varied Chinese consumers. It is suggested that understanding the link between bandwagon indicators, such as popularity rankings, in-app purchase sales volume, and advertising is essential for making the best marketing decisions. In addition, bandwagon perception is important for boosting the perceived advertising value and buying intent through mediating advertising value.
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Lawlor, Margaret-Anne, Áine Dunne, and Jennifer Rowley. "Young consumers’ brand communications literacy in a social networking site context." European Journal of Marketing 50, no. 11 (November 14, 2016): 2018–40. http://dx.doi.org/10.1108/ejm-06-2015-0395.
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Purpose While substantial scholarly attention has been given to children’s understanding of advertising in the context of traditional advertising channels, there is a gap in the literature with regard to children’s commercial awareness in the context of online social networking sites. This paper aims to seek to explore the nature and extent of advertising literacy among young consumers in the context of their use of social networking sites, namely, Facebook and Bebo. Design/methodology/approach A three-stage study was conducted with 12 to 14-year-old girls, using focus group discussions, participant observation and in-depth interviews. Findings The study illustrates that the increasingly blurred line between online advertising and other forms of online brand-related content is militating against the development of advertising and marketing literacy in young consumers. A key issue which is discussed is the extent to which the traditional conceptualisation of advertising literacy is “fit for purpose” in an online context. Originality/value The authors propose an alternative to the advertising literacy concept, namely, the Online Brand Communications literacy framework. This framework recognises the convergence of traditional online advertising and other forms of online brand content and also acknowledges that the messaging around a brand may originate from the brand owner in a variety of overt and covert forms. Equally, online consumers may also act as brand promoters when they engage in brand-related word-of-mouth.
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Bayer, Emanuel, Shuba Srinivasan, Edward J. Riedl, and Bernd Skiera. "The impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value." International Journal of Research in Marketing 37, no. 4 (December 2020): 789–804. http://dx.doi.org/10.1016/j.ijresmar.2020.02.002.
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Eshghi, Abdolreza, Juhi Gahlot Sarkar, and Abhigyan Sarkar. "Impact of online advertising on adolescent’s brand attitudes." Marketing Intelligence & Planning 35, no. 6 (September 4, 2017): 706–23. http://dx.doi.org/10.1108/mip-11-2016-0213.
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Purpose The purpose of this paper is to investigate the impact of online advertising on advertising message involvement (AMI) and brand attitude formation among adolescent consumers. More specifically, the impact of advertising copy type and individual task orientation on brand attitude is examined through the mediating role of AMI among a sample of adolescents in India. Moderating role of product’s technology intensiveness is also examined. Design/methodology/approach Experimental design with three-way factorial analysis of variance was conducted along with independent t-tests and regressions. Findings The results show that the effect of ad copy type and individual task orientation on brand attitude is mediated by AMI. While both narrative and factual ad copies are found to increase AMI among the respondents, narrative ad copies generate greater AMI when compared with factual ad copies, irrespective of respondents’ task orientation or technology intensiveness of the product. Managerial insights regarding the type of online advertising that would generate a greater AMI and more favorable brand attitude among adolescent consumers are discussed. Originality/value The contribution of this research lies in providing the empirical evidence regarding the type of online advertising that can help marketers generate a greater AMI and cultivate more favorable brand attitude among the adolescent consumers.
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Cho, Taesoo, Taeyoung Cho, Guosong Zhao, and Hao Zhang. "The Impact of South Korea Golf Resort Social Network Services Advertising and Online Word of Mouth on Consumer Brand Value." Sustainability 12, no. 11 (May 26, 2020): 4339. http://dx.doi.org/10.3390/su12114339.
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Today, social network services (SNS) advertising is frequently utilized by enterprises to communicate with consumers as it provides the best marketing effect using low-cost media. Since the value of SNS is increasing, managers need to look for more effective methods of utilizing the existing SNS channels. This study aims to provide suggestions for attracting customers and gaining an advantage amid the stiff competition among similar golf courses. To achieve the goal of this study, a questionnaire-based survey was conducted at six golf resorts in South Korea where SNS advertising has been used to enhance consumer experiences. The study found that SNS advertising and online word of mouth regarding golf resorts have a positive effect on emotive, social, and price values. Moreover, SNS advertising for golf resorts had a positive effect on the quality function value, while online word of mouth had no effect.
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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." International Journal of Technology Diffusion 5, no. 1 (January 2014): 56–72. http://dx.doi.org/10.4018/ijtd.2014010105.
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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.
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Simanjuntak, Jontro. "PENGARUH IKLAN, KUALITAS LAYANAN DAN KEPERCAYAAN MEREK TERHADAP MINAT BELI PADA TOKO ONLINE LAZADA." E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis 13, no. 1 (June 25, 2020): 1–12. http://dx.doi.org/10.51903/e-bisnis.v13i1.143.
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Marketing is very important in understanding consumers and markets by forming products that are in accordance with the wishes of consumers and the market in order to achieve the expected image. In the marketing world it is inseparable from advertising that can help in promoting products in a marketing, as well as the level of service quality that is able to maintain and brand trust of consumers who have a close relationship to marketing. In this study aims to determine how the influence of Advertising, Service Quality and Brand Trust On Purchase Interest in Lazada Online Stores. The sample is determined using the Isaac and Michael formula with a sample of 270 respondents, and the sampling technique uses purposive sampling, then testing the hypothesis with the support of SPSS application version 22. The advertising variable has a significance value of 0,000 <0.05 alpha and a t value of 12,951> 1,969 values t table. The service quality variable has a significance value of 0,048 <0.05 alpha and t count value is 1.984> 1.969 t table value. The variable of brand trust has a significance value of 0,033 <0.05 alpha and t count value of 2.140>1.969 t table value. Simultaneous advertisement, service quality and brand trust are f table equal to 147,136> 2,64 table f value, and sig <alpha with 0,000> 0,05.
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Lascu, Dana-Nicoleta, Marta Marcheva, and Kendree Thieringer. "Magazine online advertising in France and the United States." Journal of Fashion Marketing and Management 20, no. 1 (March 14, 2016): 120–35. http://dx.doi.org/10.1108/jfmm-09-2014-0063.
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Purpose – The purpose of this paper is to investigate the online fashion sponsorship, shedding light on the content and appeal of online fashion magazine advertising. Heeding the call of researchers for cross-cultural advertising investigations, this research offers a comparison of online fashion magazine advertisements in France and the USA in terms of needs appeals, emotional appeals, and sex appeals. Design/methodology/approach – Elle and Vogue were identified as prominent fashion magazines with an online presence in France and the USA After pretesting to identify appeals that appeared most frequently in online fashion advertisements, a content analysis of website advertisements was conducted with the full population of online advertisements in the US and French Elle and Vogue at the time of the study. Findings – The research found that need appeals conform primarily to national character and that emotional advertising is more preponderant in French advertisements, whereas sexual advertising is more preponderant in US advertisements. For needs appeals, the need for affiliation was higher for US advertisements, whereas online French magazines advertisements were more likely to use guidance and safety appeals. The need for prominence, attention, and autonomy were higher for online US magazine advertisements, whereas French advertisements were more likely to use escape and aggression appeals. Originality/value – As fashion magazines develop an online presence that is well coordinated with their print fashion pages, it is important to understand how advertising sponsors on the magazines’ webpages target consumers. This study is a first step in providing cross-cultural comparative insights into advertising appeals in relation to national character and preferences.
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Yaseen, Safeena, Syed Amir Saeed, Muhammad Ibtesam Mazahir, and Sara Chinnasamy. "Antecedents of Attitude towards Advertising of Controversial Products in Digital Media." Market Forces 15, no. 2 (December 1, 2020): 22. http://dx.doi.org/10.51153/mf.v15i2.460.
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The promotion of controversial products on digital media has become a challenge for marketers as consumers of different ethnicities and cultures access web media. Therefore, the study has examined the impact of advertising’s antecedents on consumers’ attitude and their effect on purchase intentions. The study has also considered the mediating roles of attitude towards purchase intentions. The population for this study comprises of adult female digital media users. We collected data from 400 female respondents via the online survey method. The results suggest that hedonic value, falsity, and materialism directly impact attitude towards the advertising of controversial products. Further, hedonic value and materialism also affect purchase intentions. We also found that advertising attitude mediates the relationship between hedonic value, falsity, materialism, and purchase intentions. The study’s empirical results will help design appropriate marketing strategies, especially in the context of controversial products. Future research may extend the model by incorporating other factors and testing their efficacy in different regions and cultures.
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Wu, Chunhua. "Matching Value and Market Design in Online Advertising Networks: An Empirical Analysis." Marketing Science 34, no. 6 (November 2015): 906–21. http://dx.doi.org/10.1287/mksc.2015.0944.
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Murillo-Zegarra, Miluska, Carla Ruiz-Mafe, and Silvia Sanz-Blas. "The Effects of Mobile Advertising Alerts and Perceived Value on Continuance Intention for Branded Mobile Apps." Sustainability 12, no. 17 (August 20, 2020): 6753. http://dx.doi.org/10.3390/su12176753.
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This paper examines consumers’ behaviours towards mobile advertising alerts offered by branded mobile apps in the fashion industry. While consumer-driven factors have attracted much attention, little research has examined the impact of data-driven mobile advertising alerts on consumer continuance intention for branded mobile apps. This paper analyses the combined influence of consumer beliefs, data-driven mobile advertising alerts, and perceived value on mobile advertising acceptance, intention to repurchase, and recommendation behaviour towards branded mobile apps on social media. In total, 340 valid responses from Spanish customers of an online fashion outlet, all social media users, who make their purchases from the company exclusively through its branded mobile application, were analysed to test the hypotheses, using structural equation modelling. The results showed that mobile advertising acceptance, intention to repurchase, and recommendation behaviour are driven by the perceived value of the branded mobile app. Perceived value is determined by the usefulness of the branded mobile app, attitudes towards mobile advertising alerts, and irritation. Mobile advertising content (informativeness and credibility) improves attitudes towards mobile advertising alerts. Ease of use increases perceived usefulness, while perceived control decreases irritation. Managerial implications are provided.
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Micu, Anca C., and Iryna Pentina. "Examining search as opposed to experience goods when investigating synergies of internet news articles and banner ads." Internet Research 25, no. 3 (June 1, 2015): 378–98. http://dx.doi.org/10.1108/intr-11-2012-0242.
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Purpose – The purpose of this paper is to examine the applicability of the economics of information-driven product categorization – search vs experience products – when investigating online brand advertising and news synergies. Design/methodology/approach – Randomized controlled post-test experiment with over 400 participants in three treatment groups involving exposures to paid advertising (banner ad-plus-banner ad) and publicity (news article-plus-banner ad and banner ad-plus-news article) for four products. Questionnaire upon web site exit tested differences in brand attitudes among treatment groups and product categories. Findings – Findings indicate that including news about the brand in the online brand communication mix – either before or after ads – generates higher brand attitude scores for experience products. For search products sequence matters and brand attitudes are more positive when consumers are exposed to news articles first followed by advertisements. Research limitations/implications – Findings limited to the four product categories and student participants. Practical implications – When promoting search goods online, brand managers should include publicity only before display advertising efforts. For experience goods, publicity generates higher brand attitude scores when included either before or while running display advertising. Originality/value – First study examining online publicity and advertising synergies from an economics of information theory perspective separating search from experience goods when promoting new/unknown brands online. In the online environment, the line between journalistic/news and promotional/advertising text-based content has become increasingly blurred. Compared to paid online advertising, using third-party attributed communications sources like publicity increases message credibility. Adding product-related news and blog articles to banner advertisements may benefit from synergistic effects and have consumers process the brand message more extensively. The order of exposure to the different brand messages matters when promoting search as opposed to experience products online.
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Chan, Kara, Lennon Tsang, and Yanni Ma. "Consumers’ attitudes toward advertising by traditional Chinese medicine practitioners." Media and communication as antecedents to the transformation agenda in Malaysia 25, no. 2 (December 7, 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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Ma, Buqing, Xiaoyan Xu, Yanhong Sun, and Yiwen Bian. "Online search-based advertising strategy for e-Business platform with the consideration of consumer search cost." Kybernetes 46, no. 2 (February 6, 2017): 291–309. http://dx.doi.org/10.1108/k-10-2016-0296.
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Purpose Consumers are increasingly using search-based advertising in e-Business platforms to seek their desirable products. Platforms will choose a centralized advertising mechanism (CAM) or decentralized advertising mechanism (DAM) to offer a search advertising service to lower consumer search cost, as represented by using search time length. It is important for the platform to decide how to choose advertising mechanisms, and how to determine the optimal advertising price and search time length. To address these issues, this study aims to develop a theoretical approach under each mechanism to examine the platform’s optimal search-based advertising strategy by considering search cost. Design/methodology/approach In this study, two models are developed to examine the optimal search-based advertising strategy by considering consumer search cost (i.e. search time length). By comparing the platform’s profits under two models, the optimal advertising strategy, search time length and price are explored. Findings It is found that when the seller’s reserve benefit is sufficiently large, the platform benefits from choosing the DAM; otherwise, the CAM is a better choice. The advertising service is usually offered with a shorter search time length accompanied by a higher charge, and a longer search time length accompanied by a lower charge. Specifically, when the seller’s reserve benefit is substantially high, a DAM that benefits both the platform and seller is a better choice. This can explain why many platforms offer advertising services with a DAM. Originality/value This paper is the first theoretical study on addressing the search-based advertising strategy, especially the choice of advertising mechanisms, in the online advertising context. It is also the first piece of analytical research that considers the effect of consumer search cost on product demand, and then examines the optimal advertising price and search cost (i.e. search time length) for online platforms.
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Graham, Kenneth Wilson, and Kelly M. Wilder. "Consumer-brand identity and online advertising message elaboration." Journal of Research in Interactive Marketing 14, no. 1 (March 23, 2020): 111–32. http://dx.doi.org/10.1108/jrim-01-2019-0011.
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Purpose The purpose of this paper is to use social identity theory and the elaboration likelihood model to explore differences in consumer response to positive and negative online brand advertising based on the degree to which the consumer identifies with the brand featured in the ad. Dependent variables include attitude toward the ad, attitude toward the brand, willingness to share the ad and purchase intention. Design/methodology/approach This study uses a posttest-only, 2 (low consumer–brand identification v. high consumer–brand identification) × 2 (negative advertisement v. positive advertisement) between-subjects factorial design for two separate brands based on the pretest results. Findings Results show, in support of extant research, that consumer–brand identification enhances consumer perceptions of positive brand advertising. In addition, this research shows that consumer–brand identification also minimizes the potentially detrimental effects of negative advertisements on the dependent variables. Further, results suggest that those with a low consumer–brand identification are more likely to share negative online brand advertising. Practical implications Building consumer–brand identification among target consumers results in positive brand attitudes and behaviors while at the same time shielding brands from negative online attack advertising. However, consumers with weak consumer–brand identification can be influenced through peripheral cues in online ads. This research indicates that managers need to focus on strengthening consumer–brand identity with target audiences and closely monitor negative online sentiment. Originality/value This exploratory research extends current consumer–brand relationship scholarship and adds support for application of the elaboration likelihood model in an online environment. To the best of the authors’ knowledge, this study is the first to examine the role of consumer–brand identity and its role in explaining consumer responses to online display advertising.
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Tseng, Chung-Hui, and Tseng-Lung Huang. "Internet advertising video facilitating health communication." Internet Research 26, no. 1 (February 1, 2016): 236–64. http://dx.doi.org/10.1108/intr-09-2014-0217.
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Purpose – Based on narrative theory, emotional contagion theory, and anticipated emotions theory, the purpose of this paper is to adopt an experimental design intended to understand how narrative advertising video on internet, narrator flow and online audience characteristics influence the health communication effects and depression prevention messages of public service advertisements. Design/methodology/approach – This study uses two experimental designs. The first contrasts the effectiveness of persuasion between narrative and argument advertising videos on internet, while the second contrasts the effectiveness of persuasion between narrators with high and low flow. This study employed partial least squares path modeling to validate the research structure hypothesis. Findings – Empirical results indicate that internet narrative advertising video is not direct, but rather draws on flow and positive anticipated emotions to stimulate the production of online audience intention to adopt health risk-reducing behaviors. Compared with narrative advertising video, which influences intention to adopt health risk-reducing behaviors through flow and positive anticipated emotions, narrator advertising video with an emotionally invested high-flow narrator can strengthen online audience intention to adopt risk-reducing behaviors more directly and positively. Practical implications – The study results can provide elements to assist in the design of online advertising video on depression prevention and health promotion. Originality/value – In this study, the dialogue among narrative theory, emotional contagion theory, and anticipated emotions theory is constructed, and an integrated conceptual framework is developed for the relationship between internet advertising video type and the health communication.
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Wendt, Lars Michael, Joachim Griesbaum, and Ralph Kölle. "Product advertising and viral stealth marketing in online videos." Aslib Journal of Information Management 68, no. 3 (May 16, 2016): 250–64. http://dx.doi.org/10.1108/ajim-11-2015-0174.
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Purpose – In the context of social media marketing, so called viral stealth videos (VSVs) often attract as much or even more attention than videos that directly advertise products (product advertising video (PAV)). However, beyond this, the product or brand-related impact of such videos is not so clear. In this context, the purpose of this paper is to investigate brand perception of PAVs and VSVs in YouTube. Design/methodology/approach – The research design is based on an examination of comments of six VSVs and six PAVs on YouTube. Therefore, the content of 1,080 posts was analyzed to capture the topic, the attitude toward the video and the pragmatic intent of posts. Findings – Results indicate that there are strong differences with regard to users ' perception of the two analyzed video type segments. The content of VSVs is clearly recognized as positive more often than the content of PAVs. In contrast, only PAVs evoke substantial brand awareness but receive rather mixed results with regards to brand assessment. Research limitations/implications – As a whole, the study is widely descriptive and of explorative value. Nevertheless, the research design can be estimated as a first step to measure the brand-related impact of online videos. Ideally, the data generated in the investigation should be combined with traffic and conversion data of the brands’ websites to get an encompassing picture of the marketing related impact of the investigated online videos. Practical implications – Seen from a marketers’ perspective, one can recommend PAVs over VSVs as there are hardly any brand-related impacts of VSVs visible in online communication. PAVs are perceived less positively but they are able to evoke brand awareness at least. Originality/value – According to the authors’ knowledge this investigation is one of only a few studies that analyzes real online communication in the context of video-based online marketing.
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Wijaya, Shendy Andrie, Arie Eko Cahyono, and Siti Ukrimatul Irhamniah. "Pengaruh Penggunaan Iklan dan Brand Ambassador Terhadap Minat Beli Konsumen Pada Layanan Bimbel Online." Jurnal Pendidikan Ekonomi (JUPE) 10, no. 3 (August 31, 2022): 277–82. http://dx.doi.org/10.26740/jupe.v10n3.p277-282.
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This research was conducted 1) to determine the partially significant effect of advertising on consumer buying interest in online tutoring services at SMAN 3 Jember. 2) To find out the partially significant effect of brand ambassadors on consumer buying interest in online tutoring services at SMAN 3 Jember. 3) To determine the simultaneous significant effect of advertising and brand ambassadors on consumer buying interest in online tutoring services at SMAN 3 Jember. The population in this study were students of class X and XI at SMAN 3 Jember. The type of research used by the researcher is descriptive research using multiple linear regression analysis method with data processing using the SPSS 22 program. Hypothesis testing in this study uses t test and f test with a value level of a = 5%. The results of this study indicate that 1) partially advertising has a significant effect on consumer buying interest in online tutoring services at SMAN 3 Jember, while 2) brand ambassadors partially have no significant effect on consumer buying interest in online tutoring services at SMAN 3 Jember. 3) Simultaneously, advertising and brand ambassadors have a significant effect on consumer buying interest in online tutoring services at SMAN 3 Jember
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Zhou, Yang, Zubair Ahmad, Hassan Alsuhabi, M. Yusuf, Ibrahim Alkhairy, and A. M. Sharawy. "Impact of YouTube Advertising on Sales with Regression Analysis and Statistical Modeling: Usefulness of Online Media in Business." Computational Intelligence and Neuroscience 2021 (September 7, 2021): 1–10. http://dx.doi.org/10.1155/2021/9863155.
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Computer technology plays a prominent role in almost every aspect of daily life including education, health care, online shopping, advertising, and even in homes. Computers help to make daily tasks much easier and convenient. Among social media, YouTube is a well-known social sharing networking service. As more and more people join social media and become everyday users, brands have also increased their online engagement. However, it is still unclear how to effectively measure value and return on advertising using social media. As of 2021, more than 31 million YouTube channels around the globe have been opened. In this paper, we consider YouTube advertising to check its effectiveness and benefits gained. Certain statistical tools are adopted to measure the extent of advertising benefits and their correlation in creating effective advertising campaigns on YouTube. Simple linear regression analysis is performed on the data representing the YouTube advertising budget of a company and the sales data of that company. Furthermore, we develop a new statistical distribution to provide the best description of the YouTube advertising data. The result of this research shows that YouTube is an effective medium for advertising and has a strong relationship with sales.
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Broeder, Peter, and Hessel Snijder. "Colour in Online Advertising: Going for Trust, Which Blue is a Must?" Marketing – from Information to Decision Journal 2, no. 1 (June 1, 2019): 5–15. http://dx.doi.org/10.2478/midj-2019-0001.
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Abstract In an online environment the customer relies heavily on cues that indicate that an electronic vendor (e-vendor), can be trusted (especially in comparison with an offline shopping environment). Several studies investigated the factors that reduce mistrust in an online environment. However, little is known about the effects of colour on the process of establishing trust between e-vendor and consumer, and purchase intention. The current body of studies on the effects of, specifically, the colour blue on trust in an online environment also show contrasting results. Further, the literature review revealed that (value) variations of colours have different effects on human behaviour, or perception. It was also argued that the effect of blue on trust and behaviour would be greater for people from cultures that are generally more risk averse. The aim of the present study, therefore, was to investigate the effect of two different values of blue (i.e. lighter and darker valued) on trust and the intention to book an accommodation, differentiated by culture. In an online experiment 91 Chinese and 125 Dutch respondents (average age 27 years) were presented with an accommodation offer displayed within either a predominantly darker, or lighter valued blue environment. The results showed an indirect (mediating) effect of trust on the relationship between the predominantly darker coloured blue environment and booking intention. There was no evidence for the hypothesized moderating effect of culture. To conclude, this study contributes to a better understanding of the effects of (value) variations of colour in an online environment on human behaviour, and perception. The use of dark blue colour schemes in an online environment can be recommended to e-vendors. Especially in online environments in which the customer is more involved (e.g. financially) or vulnerable in the (purchasing) process, and thus more cues are needed to win a visitor’s trust.
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Yuchen, Zhu, Mao Jia, and Wang Xi. "Gender Representation in Chinese Tobacco Advertising." Tobacco Regulatory Science 7, no. 5 (September 30, 2021): 2687–700. http://dx.doi.org/10.18001/trs.7.5.1.39.
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The broad development prospects of the Chinese tobacco consumer market have attracted an increasing number of international companies to do business and invest in China. In tobacco marketing campaign, gender representation in advertising is a common and effective means to attract consumers. It has a great significance to marketing practitioners and advertisers, especially in the emerging market of China. A comprehensive understanding of gender representation in Chinese advertising can provide a universal framework for marketing campaign and help establish an academic foundation for market segmentation. This literature review aims to research the portrayal of gender representative images and roles in Chinese advertising, their formation reasons and changing trends. Drawing on huge number of academic journals, research papers and academic books in the online academic literature database, this literature review will critically analyze and summarize the literature related to gender representation in Chinese tobacco advertising. The results show that the characteristics of gender representation in traditional Chinese advertisements are influenced by traditional Chinese culture, socialist political policies and Western value culture, and tend to modern Western advertising models. The gender representation in Chinese online advertising emphasized the concept of self and began to show more Chinese characteristics. In the future, the booming Chinese online advertising will have more variables and more complex trends, and there will be a huge academic gap left for future research.
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Onișor, Lucian-Florin, and Daniela Ioniță. "HOW ADVERTISING AVOIDANCE AFFECTS VISUAL ATTENTION AND MEMORY OF ADVERTISEMENTS." Journal of Business Economics and Management 22, no. 3 (March 25, 2021): 656–74. http://dx.doi.org/10.3846/jbem.2021.14546.
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Understanding how to more effectively advertise is an important area for practitioners, many of whom are struggling to stay in business. Nowadays, both product and corporate branding are important and given the increase in online advertising, additional research to better understand advertising avoidance is needed. Most advertising avoidance studies to date measure either task attention or attention to advertising. This paper contributes to a more holistic view of attention by examining two distinct online tasks, such as reading information and buying products, and two forms of advertising, such as product brand advertisements and corporate brand advertisements. An eye-tracking experiment with 121 respondents show that when reading, users look more at advertisements that increase the memory of the ads. Regardless of the task performed, the corporate brand ads are more memorable than the product brand ads even if the product ads attract more attention. The longer the user stays on a website, the more the user will look at the ads and the easier it will be to remember them. However, ads are considered to be distractors for online users, therefore, to increase their effectiveness they must be more engaging and provide value for the audience.
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Prasetyo, Agung Slamet. "Strategi Komunikasi Pemasaran Bisnis Tiket Online Studi Kasus Tiket2.Com." Kajian Bisnis STIE Widya Wiwaha 25, no. 1 (March 21, 2017): 74–87. http://dx.doi.org/10.32477/jkb.v25i1.231.
Повний текст джерелаАнотація:
Study was conducted to determine the marketing communications strategy used an online business. With the case of the online ticket business Tiket2.com. The purpose of this study was to determine the marketing communications strategies used Tiket2.com in his business, and the reasons for those strategies. In this online ticket business, before knowing what strategy to use, should be set in advance the objectives to be achieved in implementing this strategy. And objectives are set forth in segmenting, targeting and positioning. Then to achieve these objectives the strategy drafted in the Product, Place, Price and Promotion, known as the Marketing Mix. Marketing Communication Mix consists of a specific mix of advertising, public relations, personal selling, sales promotion and direct marketing tools that companies use to communicate in a persuasive customer value and build relationships with customers. The study was conducted with qualitative methods. Research shows that advertising on google.com is a means of effective marketing communication. Public Relations by means of online using a blog is the primary support in advertising on google.com.
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Jain, Geetika, Sapna Rakesh, and Kostubh Raman Chaturvedi. "Online Video Advertisements' Effect on Purchase Intention." International Journal of E-Business Research 14, no. 2 (April 2018): 87–101. http://dx.doi.org/10.4018/ijebr.2018040106.
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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Gana bisatya, Sanggya, and I. Made Sukresna. "Effect of Pop-Up Advertising and Perceived Intrusiveness on Brand Awareness and Advertising Avoidance With Advertising Value As A Moderation Factor." International Journal of Scientific Research and Management 10, no. 12 (December 13, 2022): 4303–13. http://dx.doi.org/10.18535/ijsrm/v10i12.em04.
Повний текст джерелаАнотація:
The high usage statistics for Youtube make this social media used by companies for advertising. But society has a different attitude in dealing with online advertising. This research aims (1) to analyze the effect of pop-up ads on perceived intrusiveness; (2) to analyze the influence of perceived intrusiveness on brand awareness; (3) to analyze the effect of perceived intrusiveness on advertisement avoidance; and (4) to analyze the role of advertising value in moderating the influence between perceived intrusiveness and avoidance of advertising. This study is a conclusive quantitative study with 120 respondents.The results of the study found that the more pop-up ads that were considered annoying, causing feelings of annoyance, and the ads were avoided, the higher the level of disturbance felt by respondents (Youtube viewers), the greater the opportunity to avoid ads that appeared, the more disturbances felt, the will attract more attention and web advertising content has a greater chance to be easily remembered by the audience, the value of the advertisement is able to reduce a person's chances of avoiding advertisements for the perceived distraction with the advertisement itself.
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Geng, Tong, Xiliang Lin, Harikesh S. Nair, Jun Hao, Bin Xiang, and Shurui Fan. "Comparison Lift: Bandit-based Experimentation System for Online Advertising." Proceedings of the AAAI Conference on Artificial Intelligence 35, no. 17 (May 18, 2021): 15117–26. http://dx.doi.org/10.1609/aaai.v35i17.17775.
Повний текст джерелаАнотація:
Comparison Lift is an experimentation-as-a-service (EaaS) application for testing online advertising audiences and creatives at JD.com. Unlike many other EaaS tools that focus primarily on fixed sample A/B testing, Comparison Lift deploys a custom bandit-based experimentation algorithm. The advantages of the bandit-based approach are two-fold. First, it aligns the randomization induced in the test with the advertiser’s goals from testing. Second, by adapting experimental design to information acquired during the test, it reduces substantially the cost of experimentation to the advertiser. Since launch in May 2019, Comparison Lift has been utilized in over 1,500 experiments. We estimate that utilization of the product has helped increase click-through rates of participating advertising campaigns by 46% on average. We estimate that the adaptive design in the product has generated 27% more clicks on average during testing compared to a fixed sample A/B design. Both suggest significant value generation and cost savings to advertisers from the product.
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Vaidya, Rashesh. "Effectiveness of Nepalese Online Advertisement in Recalling a Product." Journal of Nepalese Business Studies 15, no. 1 (December 28, 2022): 72–82. http://dx.doi.org/10.3126/jnbs.v15i1.50385.
Повний текст джерелаАнотація:
Online advertising is becoming more popular because it is easier to access and less expensive. Similar to this, the regulatory limitations on the use of conventional advertising instruments for advertisements in Nepal boosted the popularity of online advertisements. Therefore, a marketer also wants their advertisement to be very efficient at getting customers to remember their products. The goal of the paper is to determine how well Nepalese online advertisements help consumers recall products. The article polled 270 Nepalese customers who have gone through online advertisements. The study discovered banner ads the most preferred type of online as among the respondents. The paper found that online ads helped to make online purchasing decisions and recalling products. The respondents were concerned about the value associated with the product displayed in online ads. Similarly, the Nepalese online ad viewers did not find effective in the use of humor in online ad in recalling the products and services.
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Gong, Shiyang, Wanqin Wang, and Qian Li. "Marketing communication in the digital age: online ads, online WOM and mobile game adoptions." Nankai Business Review International 10, no. 3 (August 5, 2019): 382–407. http://dx.doi.org/10.1108/nbri-12-2018-0073.
Повний текст джерелаАнотація:
Purpose This study aims to explore the interdependent impacts of online word-of-mouth (WOM) and online ads on digital product adoptions, as well as their dynamic changes throughout the product life cycle. Design/methodology/approach This study adopted an empirical approach by using a unique data set of five mobile games launched between 2012 and 2014 provided by Renren Games Ltd. in China. Findings The results indicated that advertising generally has a positive impact on WOM. During the product life cycle, the influence on volume and variance gradually decreases, whereas the impact on valence increases over time. WOM (including WOM volume and WOM valence) and advertising both have positive impacts on game adoptions. They complement each other to shape adoptions throughout the product life cycle: advertising is more effective in encouraging adoptions in the early and later stages of the demand evolution process, whereas WOM has a greater impact on adoptions in the mid-stage. Practical implications This study provided detailed managerial recommendations on how to effectively integrate different types of marketing communication and optimize the investment strategy of online ads and online WOM in different stages of the product life cycle. Originality/value First, the study enriched the theory of digital marketing communication by studying the relationship between mass media (online ads), interpersonal media (online WOM) and product adoptions in the network context. Second, it provided an empirical basis for the inference of the dynamic development of media effect in the new product diffusion theory. Third, the results will be helpful to end the debate in current theoretical literature on whether there is a complementary or alternative relationship between the two effects. Last but not least, it enriched research on the antecedents and dynamic effects of online WOM.
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Choi, Hana, Carl F. Mela, Santiago R. Balseiro, and Adam Leary. "Online Display Advertising Markets: A Literature Review and Future Directions." Information Systems Research 31, no. 2 (June 2020): 556–75. http://dx.doi.org/10.1287/isre.2019.0902.
Повний текст джерелаАнотація:
Display advertising is a $50 billion industry in which advertisers’ (e.g., P&G, Geico) demand for impressions is matched to publishers’ (e.g., Facebook, Wall Street Journal) supply of them. An ideal match is one wherein the publisher’s ad impression is assigned to the advertiser with the highest value for it. Intermediaries (e.g., Google) facilitate this match between advertisers and publishers by managing data and providing optimization tools and algorithms for serving ads. Although these markets exhibit high allocative efficiency, we argue there is considerable scope for improvement.