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Dissertations / Theses on the topic 'Advertising influence on consumers'

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Published: 3 June 2025

Last updated: 31 July 2025

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1

Knoesen, Brent Claud. "Influence of pharmaceutical advertising on consumers: an exploratory descriptive study." Thesis, Nelson Mandela Metropolitan University, 2007. http://hdl.handle.net/10948/658.

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Pharmaceutical advertising involves the advertising of medicines, medical devices, and healthcare services. A review of available international literature indicates the belief that pharmaceutical advertisements negatively affect healthcare decisions made by consumers. Very little research has been conducted to determine how consumers in South Africa (SA) are affected by pharmaceutical advertisements. This study aimed to determine how consumers in the Nelson Mandela Metropole (NMM) perceive pharmaceutical advertisements. More specific objectives included the investigation of legislation in SA e

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Ismael, Helen. "The influence of paralympic endorsement on consumers' purchase intention." Thesis, Brunel University, 2017. http://bura.brunel.ac.uk/handle/2438/14732.

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Celebrity endorsement is a multi-million dollar industry, with corporations spending large sums of money to hire sports celebrities to endorse their products and services. The existing literature shows that celebrity endorsers positively affect consumer attitudes and purchase intentions. Although much research effort has focused on various types of celebrities, little attention has been devoted to understanding the influence of Paralympian endorsement (PE) on consumers’ attitudes and purchase intentions. This research therefore aimed to investigate the characteristics of Paralympian endorsers

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Dasgupta, Madhuchanda Ghose. "The influence of individual differences on the effectiveness of comparative advertising." Diss., Georgia Institute of Technology, 1989. http://hdl.handle.net/1853/29886.

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Dziuba, Alina Olegivna, and Аліна Олегівна Дзюба. "Means of building trusts and persuasions of consumers in advertising." Thesis, National aviation university, 2021. https://er.nau.edu.ua/handle/NAU/50041.

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1. KPMG Trustworthy [Electronic resource]. - https://assets.kpmg/content/ dam/kpmg/ua/pdf/2018/12/kpmg-review-magazine-2-2018.pdf 2. Advertising: integration of theory and practice [Electronic resource]. -https://knute.edu.ua/file/MjA=/5b0ade2ee853d700d159b82ce0094ac6.pdf 3. Techniques of psychological influence on the consumer [Electronic resource]. – https://mgn.com.ua/uk/priemy-psixologicheskogo-vozdejstviya-napotrebitelya/ 4. Advertising of chewing gum “Orbit” [Electronic resource]. -https://www. youtube.com/watch?v=qrKZ8z4N81Q 5. Zazymko, O.V., Korol’chuk, M.S., Korol’chuk, V.M. and ot

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Fiestas, Lopez Guido Jorge Carlos. "Mobile-assisted showrooming and the influence of location-based advertising on consumers' purchase intentions." Thesis, Queensland University of Technology, 2020. https://eprints.qut.edu.au/135598/2/Jorge_Fiestas%20Lopez%20Guido_Thesis.pdf.

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Over the last decade, the retail industry has seen dramatic changes, driven by advancements of new retail and mobile consumer technologies, evolving consumer and shopping patterns, and a growing consumer trend towards showrooming. As smartphones become increasingly integrated into consumers' lives, they have also led to a new threat for retailers: "mobile-assisted showroomers", that is, consumers who avoid sales staff and rather rely on their smart phones as personal shopping assistant. The goal of this thesis is to investigate the phenomenon of mobile-assisted showrooming and to understand ho

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Seneviratne, Buddhakoralalage Leelanga Dananjaya. "The Influence of Music Congruence and Message Complexity on the Response of Consumers to Advertisements." Thesis, University of Canterbury. Department of Management, Marketing and Entrepreneurship, 2015. http://hdl.handle.net/10092/10252.

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The overall aim of this study was to examine how the characteristics of two salient stimuli -music and message- of an audio advertisement influence the psychological state of consumers and how such a state subsequently determines their cognitive and affective responses to the advertisement. In achieving this aim, this study was guided by a combination of two cognitive resource utilisation theories, Limited Capacity Model of Motivated Mediated Message Processing (Lang, 2000) and Resource-Matching Hypothesis (Anand & Sternthal, 1989). In particular building upon inconsistency and load theories,

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Modig, Erik. "Understanding advertising creativity : how perceptions of creativity influence advertising effectiveness." Doctoral thesis, Handelshögskolan i Stockholm, Institutionen för Marknadsföring och strategi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-1951.

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Today advertisers face the challenge of securing advertising effectiveness by producing advertisement that gets the consumers’ attention and shape their attitudes and behavior. One suggested way to reach these objectives is creativity. Both advertising industry professionals, awards, effectiveness reports and research support this notion that what makes advertising effective is creative excellence. However, research has shown that advertising professionals seems to have little formalized understanding about how advertising creativity work and how it is defined and measured. Current research ne

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Hoarau, Anne-Gabrielle, Lara Gendre, and Victor Ricard. "Effective or offensive advertising? : An exploratory study on negative Word-of-Mouth and consumers’ perception." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39918.

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Background: Thanks to digitalization, the current generation Y is constantly exposed to advertising and information, blurring boundaries that can lead to a “buzz”, process more and more common online due to the possibility to publicly respond. Purpose: The aim is to understand the processes leading to a possible influence of consumer perception via negative online word-of-mouth and advertisements deemed controversial. Method: As an exploratory study, this paper conducted qualitative interviews with a group of students in which they will react to two cases of

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Wicht, Alina. "An investigation into the influence of targeted-Facebook advertising through mobile devices on South African consumers' advertisement perceptions." Master's thesis, Faculty of Commerce, 2021. http://hdl.handle.net/11427/33977.

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Digital advertising has become a multi-billion-dollar industry; and it is growing tremendously each year. In times of strong market dynamics, marketers are particularly aware of Facebook advertising as a powerful advertising form. The dynamic market situation also magnifies the need for marketers to monitor and analyse consumers' perceptions. The purpose of this study was, thus, to assist marketers in understanding the influence of targeted Facebook advertising through mobile devices on South African consumers' advertisement perceptions. The form of advertising investigated was in-stream adver

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Amos, Clinton L. "The Impact of Visceral Influences on Consumers' Evaluation of Weight Loss Advertising." Thesis, University of North Texas, 2008. https://digital.library.unt.edu/ark:/67531/metadc6138/.

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The weight loss industry has come under fire from the Federal Trade Commission (FTC) in recent years due to consumer claims that many firms, marketing weight loss products, are using advertisements in an attempt to deceive consumers. Illegitimate weight loss claims have created so much concern that a White Paper call-to-action to investigate misleading weight loss advertisements has been filed. Despite recent interest, little attention has been garnered concerning the understanding of why consumers respond to potentially misleading weight loss claims. Intuitively, an understanding of why con

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Amos, Clinton L. Spears Nancy Elizabeth. "The impact of visceral influences on consumers' evaluation of weight loss advertising." [Denton, Tex.] : University of North Texas, 2008. http://digital.library.unt.edu/permalink/meta-dc-6138.

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12

Fan, Fei. "Consumers' perceptions and responses to advertising with product endorsements by traditional celebrities and online influencers : a relational approach." HKBU Institutional Repository, 2020. https://repository.hkbu.edu.hk/etd_oa/888.

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The practice of celebrity endorsement has been widely adopted in advertising industries around the world. In the Chinese advertising world, celebrity endorsement has been a commonly used strategy since 2010. Celebrities from the entertainment and sports industries have been frequently employed to promote messages about advertised brands or products. This is a traditional way of celebrity endorsement. Recently, however, the development of new media has led to the emergence of self-made micro-celebrities, termed 'online influencers' in this dissertation. Facing the popularity of online influence

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Elek, Jennifer K. "Easy Does It: How the Organization of Print Advertisements Influences Product Evaluations." Ohio : Ohio University, 2010. http://www.ohiolink.edu/etd/view.cgi?ohiou1260816711.

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Davhana, Shandukani Albert. "The influence of mobile internet on advertising to consumers in the short–term insurance industry / by Shandukani A. Davhana." Thesis, North-West University, 2009. http://hdl.handle.net/10394/4479.

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Marketing and advertisement activities are transforming as new digital media streams emerge. It is believed that the first major digital transition took place when broadcast media such as television and cinema, also called first screen, to the PC Internet, referred to as the second screen, entered the media industry. The last couple of years saw an expanding transition into the third screen, which is the mobile handset, commonly known as cellphones in South Africa. The rapid explosion of mobile phones and other mobile devices has created a new marketing channel. The use of Short Messaging Serv

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Harben, Beth Kwon Wi-Suk Forsythe Sandra Monk. "Predicting consumers' cause-brand alliance attitude and purchase intention the influence of cause involvement, message source, perceived motivations, and cause-brand fit /." Auburn, Ala, 2009. http://hdl.handle.net/10415/1890.

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Wärme, Erica, and Louise Olsson. "Influencer marketing and its effectiveness on consumers’ attitudes and purchase intention." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-79709.

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Social media is nowadays one of the best ways to reach new potential customers. Social media platforms allow influencers to promote brands and reach even more customers. These new platforms are relatively untested as regards its effectiveness. The purpose of this thesis was to investigate if influencers affected customers´ attitudes and purchase intentions more than online adverts, regarding energy drinks. The thesis used an experiment in order to investigate this further. Combined with previous research in this area and the data from the study’s questionnaire, a result for this thesis could b

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Andersson, Hanna, and Emilia Schytt. "Sexism in Advertising : A Qualitative Study of the Influence on Consumer Attitudes Towards Companies." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35770.

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Farney, Ryan M. "The Influence Exposure Has on Consumer Behavior." Scholarship @ Claremont, 2016. http://scholarship.claremont.edu/cmc_theses/1251.

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Advertising has been around for thousands of years and has proven to be a valuable asset to company revenue. The methods used in advertising have been examined closely more recently, specifically from a psychological standpoint. The human brain reacts to advertisements in different ways. Low and high involvement advertisements stimulate the brain in the subconscious and conscious state effectively. While each of these advertising methods are useful, complex messaging techniques seem to stimulate recall more effectively than simple messaging. In the age of digital advertising, sponsors look to

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Dlamini, Zinhle Lindani. "Selected factors influencing maven tendency and cosmetic products’ trial by female consumers in Southern Gauteng." Thesis, Vaal University of Technology, 2018. http://hdl.handle.net/10352/437.

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M. Tech. (Department of Marketing, Faculty of Management Sciences), Vaal University of Technology<br>In the case of cosmetic products, which convey both psychological and symbolic benefits to consumers, it is imperative for marketers to expand the scope of product trial as it presents a novel strategy for signalling the success of new products. In lieu of this, considerable attention should be accorded to the ubiquitous role of influential consumers who are instrumental in influencing the behaviour of other consumers through exemplary conduct and/or interpersonal word-of-mouth (WOM) communicat

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Chik, Hsia-hui Alice, and 戚夏蕙. "Adolescents' critical reading of advertisements and public service messages: the interpretation of identitiesand meaning." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2001. http://hub.hku.hk/bib/B31944784.

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Klingström, Jonas. "Appeals in Web Advertising : Exploring the influence of ethical and financial appeals on consumer attitudes." Thesis, Linköpings universitet, Institutionen för datavetenskap, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-107579.

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Advertising has been a common element in the web experience for years. Advertisers can use many strategies to reach their intended consumer, and can appeal to for example rationality, emotion or ethics. Using theories on the composition of ads, their context and the web user, this paper presents a study testing two types of advertising appeals – an ethical appeal and a financial appeal. The experiment tested for the effect of these appeals on outcome measures of attitude, trust and credibility, and attributions. The results show some differences between the attitudes toward the ad between the

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Shahzad, Mirza Khuram, and Mehnaz Kausar. "The influence of deceptive advertising on customer trust and loyalty : A Study of Telecom Sector in Pakistan." Thesis, Umeå universitet, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-124475.

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Purpose: The effects of deceptive advertising practices on customer loyalty towards mobileservice providers have been investigated empirically by this study. The main contribution ofthis study is to investigate the perceived deception-customer loyalty relationship under themoderating effect of corporate image and mediating effect of customer trust. The study is done in the context of Pakistan’s telecommunication sector.Existing literature is insufficient to explain perceived deception and customer loyalty relationship. We proposed a model to test and explain the interrelationship of deception,

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Van, Kenhove Nathalie, and Lotti Biro. "Advertising Skepticism : The influence of demographic factors, consumerism and green washing in the organic food industry." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-53651.

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In 2016, it is no longer possible to deny the existence of global warming and its harmful effects on our planet and the environment. Not only experts, but also consumers, have become increasingly concerned about the environment. This increased awareness and concern has increased consumers’ interest in purchasing environmentally friendly food products, and has caused companies to focus on programs intent on reducing their environmental impact and helping the environment. Companies have introduced more environmentally friendly food products, accessible on a large scale, and have changed their co

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Bissdorf, Julia. "Success Factors of the Product Relaunch : The Influence of the Advertising Strategy on the Success of Product Relaunch Campaigns." Thesis, Högskolan i Halmstad, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-31814.

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Introduction: The product relaunch, in terms of the recycling of an existing product lifecycle, is a common marketing tool within the consumer goods industry. Cases like the reintroductionof Mondelēz Oreo cookie and the promotion of the facelift of the PorscheCayenne are examples how relaunch campaigns can successfully introduce existingproducts in a modified version and increase their sales and brand recall drastically.Advantages like lower flop risks, and lower research and development costs make thisalternative quite attractive when it comes to the decision between the introduction ofinnova

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Chen, Hai Dubo. "The Influence of Direct-to-Consumer Advertising: Who Will Talk to Their Doctor as A Result of Prescription Drug Advertisement?" VCU Scholars Compass, 2005. http://scholarscompass.vcu.edu/etd/1300.

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OBJECTIVES: To identify the types of patients who talk with their physicians as a result of Direct-to-Consumer (DTC) advertising. METHODS: Data were taken from a national survey, "Public Health Impact of Direct-to-Consumer Advertising of Prescription Drugs, July 2001- January 2002", conducted by researchers from Harvard Medical School. Participants (n = 3000) were interviewed by telephone. We constructed a conceptual framework consisting of outcomes (3 types of physician visits), intervention (DTC experience) and five groups of explanatory factors (health beliefs, demographics, health status,

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Thangkabutra, Thidaluk. "The emergence of online retail commerce and the influence of risk on its growth." CSUSB ScholarWorks, 2002. https://scholarworks.lib.csusb.edu/etd-project/2252.

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Prediger, Maciel. "How does the store flyer design and content features influence consumer behavior?" Doctoral thesis, Universitat de Barcelona, 2019. http://hdl.handle.net/10803/667921.

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Store flyers have an extraordinary importance to marketing management and contribute to a retailer's performance (Ziliani and Ieva, 2015). They influence the intentions to visit a store, affect the purchase of advertised and unadvertised products (Burton et al., 1999), improve sales volume of store brand products (Gázquez-Abad and Martínez-López, 2016), and contribute to better selling margins and profits (Volle, 2001). Therefore, retailers and packaged-good manufacturers, who are willing to pay to have their brands featured, are increasingly using store flyers as the primary vehicle for adver

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Tien, Cheryl Marilyn. "Consumers' skepticism towards advertising claims." Thesis, Curtin University, 2011. http://hdl.handle.net/20.500.11937/2237.

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The purpose of this study is threefold. It investigates (a) how personal and social influences affect consumers’ skepticism toward advertising claims (CSA) and how CSA influences inferences of manipulative intent (IMI), (b) the mediating role of attitude toward the advertisement between IMI and product judgment and (c) the moderating roles of brand familiarity and perceived risk on consumers’ skepticism toward advertising, inferences of manipulative intent and product judgment.

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Rasolofoarison, Dina. "Influence de la fatigue du consommateur sur le processus de traitement visuel d'une publicité." Phd thesis, Jouy-en Josas, HEC, 2011. http://pastel.archives-ouvertes.fr/pastel-00665558.

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L'objectif de cette thèse est d'étudier l'impact de la fatigue du consommateur sur son traitement de l'information ublicitaire. Plus précisément, nous désirons comprendre comment la fatigue influence le processus de traitement visuel de la publicité, ainsi que les attitudes et la mémorisation. En nous appuyant sur la théorie d'adéquation des ressources, nous postulons que le traitement de l'information publicitaire, et donc l'efficacité de la publicité, est optimal quand le niveau de ressources cognitives disponible (niveau de fatigue du consommateur) correspond au niveau de ressources exigé (

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Yoon, Tae-il. "How consumers process cultural cues on commercial websites /." free to MU campus, to others for purchase, 2002. http://wwwlib.umi.com/cr/mo/fullcit?p3074460.

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Hung, Lai Hui, and 賴輝鴻. "The Influence of Consumers' Attitude for Comparative Advertising." Thesis, 1993. http://ndltd.ncl.edu.tw/handle/00311192374576064483.

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Costa, Catarina Isabel Cavaleiro. "How smartphone advertising influences consumers’ purchase intention." Master's thesis, 2017. http://hdl.handle.net/10362/19928.

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In the last decade, the use of smartphones has grown steadily. The way consumers interact with brands has changed owing to the accessibility of an internet connection on smartphones, and ubiquitous mobility. It is crucial to understand the factors that motivate consumers to interact with smartphone advertisements and therefore what stimulates their decision to purchase. To achieve this goal, we proposed a conceptual model that combines Ducoffe’s web advertising model and flow experience theory. Based on the data collected from 303 respondents, from a European country, we empirically tested the

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Liu, Chen Yin, and 劉貞吟. "Toward a Further Understanding of Advertising Persuasion in Marketing Communication: The Influence of Advertising Appeals on Consumers’ Elaboration." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/fxd8hy.

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博士<br>義守大學<br>管理學院管理碩博士班<br>102<br>An appropriate advertising appeal strategy is very important tactics in marketing communication (Johar & Sirgy, 1991). The persuasive effect of match between advertising appeal and product type would be more powerful than that mismatch (Nelson, Shavitt, Schennum, & Barkmeier, 1997; Paek, Choi, & Nelson, 2010). However, it is still not so clear in the course of event between message processing and attitude formation (Johar & Sirgy, 1991; Kim, Baek, & Choi, 2012; Slama & Singley, 1996). This research suggested that the initial response (cognitive or affective e

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Cheng, Sheng-Chieh, and 鄭聖潔. "The Influence of Brand Image and Advertising Spokesperson on Female Consumers Purchasing Cosmetics." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/00841917100089018525.

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碩士<br>樹德科技大學<br>經營管理研究所<br>94<br>The advertisement was an important tool which used to communicate in marketing. The advertisement with endorsers was the common type of advertising, and advertising spokesman was the most important position of them. When consumers face a large number of various advertisements, consumers had not recognized the products through the rational decision, when the most consumers were making purchase decision, they judged the basis on brand which they liked it or not. In the research adopted the questionnaire investigation, sample main target were the women consumers o

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Kao, Shu-Hui, and 高淑慧. "The Influence of Brand Personality and Spokesperson Advertising Effect in Consumers’ Brand Loyalty." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/17007407302369711855.

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碩士<br>中國文化大學<br>國際企業管理研究所<br>97<br>The literature is full of discussions surrounding the brand and scholars have debated its nature for decades. Researchers of brand have often suggested that firms must create strength brand personality for interactive with com and influence com brand loyalty. However, research which has empirically documented the link be-tween brand personality and consumers’ brand loyalty and whether or spokesperson advertising effect has a intervening effect is scant. Therefore, the aim of this article attempts to brand personality and spokesperson advertising effect on con

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FAN, HSIAO-TING, and 范曉婷. "Catch Your Attention! Cruise Advertisement’s Influence on Young Consumers: Advertising Effectiveness in line with Consumers’ Willingness to Pay." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/2vf24s.

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碩士<br>中國文化大學<br>觀光事業學系<br>104<br>With the growing popularity of cruise travel in the Asian region, cruise travel mode has become a novel way that young consumers choose to travel. Approximately, 70% of the global consumers purchased the cruise travel related products and planned cruise vacation through travel agencies in 2015, therefore, how to sell the cruise travel is the most critical issue for travel agencies at the time being. Advertising is the most effective way to appeal to the young consumers. Nonetheless, what kind of advertising specifically is most influential as

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Fu, Shiao Wen, and 傅筱雯. "Influences of Advertising Appeals,Product Attributes and Self-Monitoring of Consumers on Advertising Effects." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/3764yw.

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碩士<br>東吳大學<br>企業管理學系<br>96<br>This study is aimed to examine the advertising effects through advertising appeal and product attribute in color file ads. And the self-monitoring of consumers is interference variable. The experimental product is “health product of the old people.” The main objective of this research is to investigate the effectiveness of the three factors-“attitude towards advertisement”, ”attitude towards brand” and “buying action”-under different type of advertising appeals(emotional/rational) and different type of product attributes (expressive performance/instrumental perfor

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CHU, CHIA HSIEN, and 朱家賢. "The Influences of Promotional Advertising，Brand Image and Consumers’ Shopping Orientation on Advertising Effect." Thesis, 2000. http://ndltd.ncl.edu.tw/handle/28890197135192081441.

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碩士<br>東吳大學<br>企業管理學系<br>88<br>This research is aimed at exploring the possible effects of promotional advertising，brand image and consumers’shopping orientation on advertising effect . A 2 (non-price and price promotional advertising)× 3(functional，symbolic and experiential) between-subject factorial design is employed in our study . The results show that ：（1）The influence of promotional advertising on advertising effect is significant .(2) The influence of brand image on advertising effect is also significant . (3) Non-price and price promotional advertising matches functional brand image can

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Wu, Che-Hsien, and 吳哲賢. "The influence of endorsers and message-based persuasion on consumers’ attention and advertising effects." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/43435741841330717136.

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碩士<br>正修科技大學<br>資訊管理研究所<br>100<br>The purpose of this study is to explore how endorsers and attribute-framing influence consumers’ advertising attention and advertising effects. In addition, we also analyze if respondents’ product involvement will have moderator effects on the relationship betwwen advertising endorsers and advertising attention. As for the endorsers’ part, we divide them into two variables which are celebrities and non-celebrities. In the attribute-framing part, we have positive and negative attribute-framing. To evaluate advertising attention, the research uses the eye-tracki

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Chung, Hsiao-Hsien, and 鍾孝先. "The Influence of Cross-Cultural Endorsers, Degree of Nudity and Advertising Appeals on Advertising Effectiveness: Moderated by Consumers’ Sexual Orientation." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/ktg888.

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碩士<br>輔仁大學<br>企業管理學系管理學碩士班<br>102<br>Many foreign studies indicates that homosexual consumers are afﬂuent, well educated, and in possession of disposable income, so a lot of marketers consider the homosexual consumer market a new “Dream Market,” or “Goldmine”. Meanwhile, there are more and more international companies spend a lot of marketing efforts to attract homosexuals. By contrast, the attitude of community in Taiwan towards homosexual issues still remain conservative. It’s hard to see homosexual advertising in the mainstream media, and there are very few academic research on homosexual a

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Shcheglov, Vitalii. "The structural characteristics of women-endorsers in advertising messages and their influence on consumers´ responses." Doctoral thesis, 2018. http://hdl.handle.net/10400.1/12346.

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Participation of women-endorsers in advertising is key element in solving some of the psychological problems of the advertising industry: to involve consumers into the message of the brand, to evoke desire to possess advertised product and to form positive attitude towards brand. Researchers claim that consumers build their attitude towards brand messages based on their first impression. Human images are the first sources which consumers pay attention to in advertising. Negative reaction to these images has strong impact on consumers’ attention towards the advertising message, their int

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Phong, Nguyen Xuan, and 阮春豐. "The Study of the Influence of the Internet Advertising on the Adoption of ECommerceby Consumers." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/7ewz65.

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碩士<br>國立高雄應用科技大學<br>製造與管理外國學生碩士專班<br>102<br>Today the advertising by using the Internet in Vietnam has been increasingly prosperous and prevailing. For example, three types of banners, pop-ups and videos are very popular for advertising on websites in Vietnam. Although there are still few pages live on advertising, the e-commerce has been developing rapidly. In addition, a wide variety of functions such as online survey, multimedia with in-game ads, in-stream ads, etc., for customers are getting easily available via specific ways. It is apparent that understanding the influence of the Internet

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Zeng, Wei-Zhe, and 曾偉哲. "Mobile Advertising Influence Factor toward Consumer Purchase Intention." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/41434584794453392275.

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碩士<br>國立宜蘭大學<br>應用經濟與管理學系經營管理碩士班<br>103<br>In pace with technological progress and emergence of smartphones, mobile advertisements become more diversified. the advertising messages can pass to consumers by mobile network transfer; but most of them are be loathed by consumers, this result let the mobile advertisements ineffective on marketing, so this study want to find the key factor which consumer choice of mobile ads and further explore how to effectively benefit through mobile ads. This study used questionnaires, we were obtained 349 questionnaires from the consumers who is in touch with mo

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Cheng, Po-wen, and 鄭博文. "The Influence of Advertising Repetition on Consumer Behavior." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/81450775603172160575.

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碩士<br>國立臺灣科技大學<br>企業管理系<br>93<br>We use different repetition-variation exposures in lab experiment context and investigate whether consumers would exhibit more favorable ad attitude in repeated exposures than one single exposure. In the main study, we show that individuals those whose attitudes were formed via either substantive variation or cosmetic variation will possess less favorable ad attitude than control group (single exposure) when the time of information processing is transient. Additionally, we also find that perceived quality would affect purchase intentions, brand trust and brand

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Shen, Zonglin, and 沈宗霖. "A study of influences of priming effect and advertising endorser on consumers’ attention and advertising effects." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/99423268462946557502.

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碩士<br>正修科技大學<br>資訊管理研究所<br>100<br>The purpose of this study is to explore the influences of advertising endorsers and priming effect on consumers’ attention and advertising effects. In addition, we also investigate if consumers’ product involvement has moderator effects on relationship between advertising endorsers and advertising attention, as well as advertising effects. The concept of advertising endorsers includes two variables which are celebrities and non-celebrities. Emotion-priming and cognitive-priming, two kinds of priming were applied in present research. To measure the attention of

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Reif, Christina Eva. "Informational advertising in the context of sustainable fashion : the influence of information usage in advertising on consumers’ perceptions and willingness to purchase." Master's thesis, 2017. http://hdl.handle.net/10400.14/22724.

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With the current situation of our modern society´s fast-changing desires and overconsumption, researchers and environmentalists agree that a change is needed and developing more sustainable behaviors is essential. This includes how we produce and consume clothing. Sustainable fashion is a rather new, but an increasingly emerging concept. Yet, not enough knowledge is available about the topic in the fashion industry. This current study aims to examine the usage of informational advertising in the context of sustainable fashion and its implications for consumers. Based on prior academic literatu

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Yu, Hsiao-ying, and 余曉盈. "The Influence of Advertising Appeals, Consumer''s NFC, and Purchase Involvement on Advertising Effectiveness." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/27991959792663831042.

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碩士<br>朝陽科技大學<br>企業管理系碩士班<br>95<br>The advertisement is an important bridge to connect both the companies and the consumers. The advertisers have tendency of using advertising appeals to reinforce the advertising effectiveness. In other words, the advertisers would like to draw attractions on consumers and to make them attempt to buy. However, different advertising appeals will affect advertising effectiveness. The purpose of this study is to discuss different advertising appeals (eg. rational appeals and perceptual appeals) can affect the advertising effectiveness with the heterogeneity of con

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LIN, CAI-YI, and 林采逸. "The Research of Advertising Appeal and Involvement Upon the Influence of Narcissistic Consumer's Advertising Effects." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/61773445950329785675.

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碩士<br>國立體育大學<br>休閒產業經營學系<br>105<br>Generally speaking, narcissism is defined as function obstacle and grandiose ego, and it is seem as a psychology disorder.However not all of the narcissism represent unhealthy. In the late 1970, narcissism was considered as a normal character, and the trend of narcissism is more and more common in the young generation. Yet, some scholars have bigger interest in narcissistic consumers and behavior pattern. Narcissistic consumers might attend to maintain or promote self-worth by buying the well-known brands. According to this theory, this research is to discuss

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Kao, Tzu-Chieh, and 高子傑. "The Influence of TV Advertising Endorser and Coupon Usage on Consumers’ Purchasing Intentions－McDonalds as an example." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/46275089312241339533.

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碩士<br>南台科技大學<br>休閒事業管理系<br>95<br>This study intended to examine the impact of TV advertising endorser and coupon usage on consumers’ purchasing intentions. One survey instrument was used to collect data from customers who have watched McDonalds’ TV advertising. Total 600 questionnaires were distributed and 567 usable questionnaires were retrieved. Various statistical methods including descriptive analysis, independent t-test, one-way ANOVA, Pearson correlation, and regression analysis were performed to answer the research questions. The findings are as follows: (1) the endorser’s attractivenes

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Tung, Ting-Wei, and 董婷瑋. "The Influence of Consumers'' Attention from the Image Composition and Position of Apparel Online Advertising." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/59932080407451313425.

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碩士<br>中原大學<br>商業設計研究所<br>104<br>The vast business opportunity facilitates the online stores springing up, e-commerce has become the mainstream for marketing nowadays. The apparel industry is particularly obvious, with most commodities usually shopped online. To run a profitable e-commerce environment in the highly competitive market relies on Internet marketing and advertising. Presenting consumers more commodities with recommended items to be browsed on the web page may inspire impulse purchase to boost sales for online clothing shops. In addition, as the evolution of advertisement technology

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