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Journal articles on the topic 'Behaviors towards internet advertising'

Author: Grafiati

Published: 3 June 2025

Last updated: 31 July 2025

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1

Mahmoud, Ali. "Syrian Consumers: Beliefs, Attitudes, and Behavioral Responses to Internet Advertising." Business: Theory and Practice 14, no. (4) (2013): 297–307. https://doi.org/10.3846/btp.2013.31.

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The goal of this research is to determine the dimensions of beliefs about internet advertising affecting Syrian consumers' attitudes and behaviors towards internet advertising. The results indicate that Attitudes are influenced positively by information, and entertainment; and negatively by irritation and values' corruption. Irritation positively influences consumers' behaviors of leaving websites showing the ads. Entertainment positively influences consumers' behaviors of clicking on internet ads for further information concerning advertised products. Attitude is found to fully mediate the re

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Iha Haryani Hatta, Widarto Rachbini,. "E-Lifestyle And Internet Advertising Avoidance." Jurnal Manajemen 22, no. 3 (2018): 435. http://dx.doi.org/10.24912/jm.v22i3.432.

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E-lifestyle behavior towards avoiding internet advertising needs to be known to design an advertisement on the internet, so that the tendency of avoiding internet advertising can be reduced.Therefore, research on e-lifestyle and internet advertising avoidance is needed which aims to find out the influence of each e-lifestyle on Internet advertising avoidance and the behavior of each e-lifestyle towards Internet advertising avoidance activities. The population of this study is Internet users. A sample of 200 Jakarta residents were selected by purposive sampling technique. Data were analyzed usi

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Aisyah, Siti. "SIKAP DAN PERILAKU KONSUMEN TERHADAP NATIVE ADVERTISING." AT-TAWASSUTH: Jurnal Ekonomi Islam 5, no. 1 (2020): 204. http://dx.doi.org/10.30829/ajei.v5i1.7948.

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The marketing strategy continues to develop. Internet advertising is commonly referred to as e-marketing. Various e-marketing strategies can be done now, for example online advertising. Advertising that used to be offline is now utilizing the internet. One of the formats for online advertising is native ad. Native advertising is a digital advertising format that is still relatively new for online advertising. This study aims to explain how native advertising is used and see how consumers' attitudes towards evaluating native ads. It is recommended to see more than where the original ad can be e

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Celebi, Serra Inci. "How do motives affect attitudes and behaviors toward internet advertising and Facebook advertising?" Computers in Human Behavior 51 (October 2015): 312–24. http://dx.doi.org/10.1016/j.chb.2015.05.011.

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Sadowa, Agnieszka. "Pokolenia X, Y i Z wobec reklamy internetowej." Studenckie Prace Prawnicze, Administratywistyczne i Ekonomiczne 28 (September 26, 2019): 297–311. http://dx.doi.org/10.19195/1733-5779.28.22.

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W pierwszych dwóch dekadach X XI wieku zauważa się wyraźne przemiany w zachowaniach nabywców pod wpływem internetu. Powszechna stała się wirtualna komunikacja, która znacząco wpłynęła na zmianę struktury wydatków na reklamę — permanentnie zwiększa się udział reklamy internetowej w torcie reklamowym. Reklama online niewątpliwie oddziałuje na przedstawicieli pokoleń X, Y i Z, które wyodrębnia się w literaturze ze względu na odmienne cechy charakteru, poglądy, zachowania, a także stosunek do nowych technologii. W pracy wykorzystano wycinek pierwotnych badań ilościowych autorki, przeprowadzonych n

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Kashyap, Neetu. "CONSUMER BEHAVIOR TOWARDS DIGITAL MARKETING." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem50223.

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INTODUCTION The Internet, as a mean for both firms and individuals to conduct business, is now Adyson of the most widely used non-store formats. With popular trends and demands the concept of the Internet as the way forward to increase profit margins, companies new and old are creating websites here and there. The significance for retailers to having a web site is that a web site is informational and transactional in nature, as the web site can be used for advertising and direct marketing; sales; customer support and public relations. It has been more than a decade since business-to-consumer E

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Ryabov, M. A., and A. V. Khusnutdinova. "OPINION LEADERS ON THE INTERNET AND CONSUMER BEHAVIOR OF YOUNG PEOPLE." Вестник Удмуртского университета. Социология. Политология. Международные отношения 7, no. 3 (2023): 345–50. http://dx.doi.org/10.35634/10.35634/2587-9030-2023-7-3-345-350.

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The main features of the influence of opinion leaders (influencers) on the Internet on the consumer behavior of young people are revealed. Theoretical grounds for studying such influence are presented. The leading concept is Paul Lazarsfeld's theory of limited effects of media exposure, including the hypothesis of a "two-stage flow" of information. Approaches to determining the criteria for identifying opinion leaders are considered. A number of classifications are presented. Macro-, micro- and nano-influencers stand out, as well as influencers-experts and influencers-charismatics. The main in

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Ryabov, M. A., and A. V. Khusnutdinova. "OPINION LEADERS ON THE INTERNET AND CONSUMER BEHAVIOR OF YOUNG PEOPLE." Вестник Удмуртского университета. Социология. Политология. Международные отношения 7, no. 3 (2023): 345–50. http://dx.doi.org/10.35634/2587-9030-2023-7-3-345-350.

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The main features of the influence of opinion leaders (influencers) on the Internet on the consumer behavior of young people are revealed. Theoretical grounds for studying such influence are presented. The leading concept is Paul Lazarsfeld's theory of limited effects of media exposure, including the hypothesis of a "two-stage flow" of information. Approaches to determining the criteria for identifying opinion leaders are considered. A number of classifications are presented. Macro-, micro- and nano-influencers stand out, as well as influencers-experts and influencers-charismatics. The main in

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Mensa, Marta, and Verónica Bittner. "Portraits of Women: Mexican and Chilean Stereotypes in Digital Advertising." Communication & Society 33, no. 1 (2020): 63–78. http://dx.doi.org/10.15581/003.33.35341.

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By 2020, brands will invest half of their marketing budget on Internet advertising. The Internet has effective potential in advertising, and it can mold stereotypical roles for future generations of consumers. Social norms and beliefs towards respect and gender equality can be reinforced through digital advertising. This study compares empirical evidence of how women are portrayed in digital advertising on Facebook from Mexico and Chile. Samples were compiled by selecting forty fan pages with the most followers –20 from Mexico and 20 from Chile. 1600 posts were examined by quantitative content

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Shin, Wonsun. "Active mediation of television, internet and mobile advertising." Young Consumers 18, no. 4 (2017): 378–92. http://dx.doi.org/10.1108/yc-06-2017-00700.

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Purpose The purposes of this study are to examine how parents implement discussion-based parental mediation (i.e. active mediation) to influence the way children understand advertising on television, computers and smartphones and to investigate factors associated with parental mediation practices. Design/methodology/approach A survey was conducted with parents in Singapore whose children were watching television, using computers with internet access and using smartphones. Findings The degree to which parents engage in active mediation of advertising is similar across different media. Active me

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Y, Purushottam,. "THE IMPACT OF ONLINE ADVERTISING ON THE BUYING BEHAVIOR OF CONSUMERS." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 04 (2024): 1–5. http://dx.doi.org/10.55041/ijsrem31912.

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The present research report delves into assessing the influence of online advertising on consumer buying behavior, particularly how it enhances consumer intentions toward products and their purchasing behaviors. The study highlights that consumer purchasing behavior is significantly affected by the image of the product portrayed by advertisers. Conducted in March 2024 in Gautam Budha Nagar, Uttar Pradesh, the research gathered primary data through questionnaires, while secondary data were obtained from the internet. The sample consisted of 50 respondents, comprising individuals from various ba

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Hassan, Dahir Ahmed, and Sadak Mohamud Hassan. "A Study on the Effect of Internet Advertising on Somali Business." East African Journal of Business and Economics 5, no. 1 (2022): 260–68. http://dx.doi.org/10.37284/eajbe.5.1.865.

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The Internet is becoming an important advertising tool in Somali business. While the number of internet users in Somalia has increased in the last ten years, some businesses in Somalia have also focused on internet advertising to increase their customers and have increased their spending on internet advertising to attract Customers. Businesses always focus on young people with an understanding of profit and a desire to turn them into loyal customers. In a way, they want to turn them into “unchanging” customers. Businesses reflect the change in their marketing understanding. Businesses are digi

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Hutto, Alexandra, and W. Wossen Kassaye. "Exploring Millennials’ Motives in Media Class Preferences: Advertising Implications." International Review of Business and Economics 1, no. 2 (2018): 109–32. http://dx.doi.org/10.56902/irbe.2018.1.2.1.

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Millennials have become a preoccupation for marketers, especially as they enter their peak earning and spending life stages. This exploratory study represents a touchstone to the motivations, beliefs, feelings, and behaviors members of the millennial cohort, those born between 1980-2000, exhibited toward three major media classes (print, broadcast, and Internet). Forty-one millennials participated in a series of synchronous online focus groups administered through a learning management system (LMS), or focus group chats (FGCs) for short. This study compares millennials’ views toward traditiona

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Ponomareva, E. A., E. A. Popova, and N. R. Ponomarev. "The impact of targeted advertising on the consumer." Вестник Северо-Кавказского федерального университета, no. 2 (101) (2024): 73–79. http://dx.doi.org/10.37493/2307-907x.2024.2.9.

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Introduction. Intensive development of Internet advertising entails an urgent need to assess consumer attitudes towards various types of this advertising in order to make effective decisions on its placement. Goal. The purpose of the study is to identify factors influencing the efficiency of targeted advertising, determine optimal strategies to increase its impact on consumers, and also determine its effectiveness in attracting attention, generating interest and stimulating demand for goods and services. Materials and methods. The article discusses one of the types of advertising on the Intern

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Zhang, Pengcheng. "Stop Updating: A Textual Analysis of Chinese Viewers Towards the Video of Bilibili Vloggers Announcement." Lecture Notes in Education Psychology and Public Media 54, no. 1 (2024): 210–30. http://dx.doi.org/10.54254/2753-7048/54/20241574.

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Bilibili, a video sharing website where users can view and add overlaid commentary on videos has become one of the major video sharing platforms in China. In early 2023, a phenomenon emerged on Bilibili where vloggers began announcing stop updating, indicating their intention to cease uploading new content. This phenomenon immediately sparked widespread discussions on the internet and within society at large. This study employs text analysis to gain insights into how users on Bilibili reacted and responded to vloggers announcing stop updating. The research identifies five dimensions characteri

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Khazaei Pool, Javad, Reza Salehzadeh, and Rashid Khalilakbar. "Presenting a model for evaluating Internet advertisements for modification of energy consumption." Journal of Science and Technology Policy Management 8, no. 1 (2017): 32–42. http://dx.doi.org/10.1108/jstpm-08-2016-0015.

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Purpose Limitations of producing energy and the increasing demands in the electricity market in Iran have not only drawn the attention of authorities in the energy industry toward optimization of energy consumption, but also created marketing approaches toward these objectives. In this respect, it is important and even necessary to modify energy consumption behaviors. The purpose of this study is to examine the impact of the criteria of an effective Internet advertisement for modification of energy consumption. Design/methodology/approach To provide a detailed understanding of customers’ perce

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Mermari, Houda, and Abdelaziz Bahoussa. "The effects of advertiser-web site congruity on the responses to advertising and the mediating role of emotions." International Journal of Engineering & Technology 7, no. 4 (2019): 6760–67. http://dx.doi.org/10.14419/ijet.v7i4.23217.

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This exploratory research aims to study how the effect of perceived congruence between advertising and the website, in the online context, affects the attitudes of Moroccan Internet users (consumers) and consequently their behavior towards advertisers and publishers. The goal, more specifically, is to identify the effect of congruence and incongruence between advertising and its context (support) on advertising responses in order to better understand which approach is most effective in our context. And also identify the factors that interact in this relationship. Through an experiment, we expl

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Qaffas, Alaa, Alexandra Cristea, and Mohamed Mead. "Lightweight Adaptive E-Advertising Model." JUCS - Journal of Universal Computer Science 24, no. (7) (2018): 935–74. https://doi.org/10.3217/jucs-024-07-0935.

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Adaptive online advertising is a rapidly expanding marketing tool that delivers personalised messages and adverts to Internet users. At a time when the Internet is burgeoning, many websites use an adaptation process to tailor their advertisements, however, often in an ad-hoc manner. Thus, a new model that guarantees a systematic integration of adaptive features on existing business websites has become an urgent requirement to satisfy customers. This paper aims to solve this issue, by presenting an innovative model for e-advertising adaptation: the Layered Adaptive Advertising Integration (LAAI

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Chen, Chih Chung. "Empirical Study on the Marketing Strategy and Effect on the Platform of Social Media: Taking Tencent Microblog as Example." Advanced Materials Research 1014 (July 2014): 438–42. http://dx.doi.org/10.4028/www.scientific.net/amr.1014.438.

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Microblog is one of the most important trends in Internet communication. But since microblog is a new phenomenon, we are still at the very beginning stage of exploring the ways and effects of marketing on microblog. The paper took Tencent enterprise microblog platform as example, using experiment to discover what kind of microblog text can effectively influence users’ attitudes and behaviors. It was found that advertising information can not significantly changed users’ attitudes toward the brand, but non-advertising information can significantly change users’ attitudes toward the company’s mi

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Mrs. S. Sailaja. "Effect of Online Advertising on Consumer Buying Behavior." International Research Journal on Advanced Engineering and Management (IRJAEM) 2, no. 03 (2024): 419–22. http://dx.doi.org/10.47392/irjaem.2024.0058.

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The present research report is focused on measuring the impact of online advertising on consumer buying behavior, which increases the consumers' intentions towards the product and buying behaviours. The purchasing behaviour is strongly influenced by the icon of the product which is made by the promoters. The primary data are collected through questionnaires and secondary data were collected through internet. To study the buying behaviour of consumers a sample of 50 respondents was taken, out of which The sampling method we use is random sampling method. The written report that online advertise

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Ho, Vi Truc. "Advertising avoidance: a literature review." Independent Journal of Management & Production 12, no. 1 (2021): 185–200. http://dx.doi.org/10.14807/ijmp.v12i1.1264.

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The avoidance of advertising is highly relevant to the audience, the general attitude towards the advertising and in some cases, it will cause aversion, the boycott of a brand regardless of the one billion designed advertising like how. This study aims to systematically examine and review existing research conducted in the area of advertising avoidance. By elaborating and summarizing various studies, the author provides an overview of the main trends mentioned in the literature regarding avoiding advertising. In this review, the author summarizes the four elementary schools that researchers ar

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Al-Bdour, Mohammad Ahmad, and Mohamed Najib El-Sarayrah. "The Attitudes of Jordanian Universities Students towards Digital Advertising and its Impact on Their Purchasing Behaviour." Journal of Arts and Social Sciences [JASS] 10, no. 3 (2019): 29. http://dx.doi.org/10.24200/jass.vol10iss3pp29-42.

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This study aimed to identify the attitudes of Jordanian Universities students towards digital advertising and its impact on their purchasing behavior. This study belongs to the analytical descriptive studies. The survey method and questionnaire were used in this study. The questionnaire was distributed to a sample of 308 students from University of Jordan, and Petra University. The appropriate statistical means were used to answer the study questions. The results revealed that the rates of Jordanian Universities student’s internet usage are high, and that students in the public universities ar

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Al-Bdour, Mohammad Ahmad, and Mohamed Najib El-Sarayrah. "The Attitudes of Jordanian Universities Students towards Digital Advertising and its Impact on Their Purchasing Behaviour." Journal of Arts and Social Sciences [JASS] 10, no. 3 (2019): 29–42. http://dx.doi.org/10.53542/jass.v10i3.3588.

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This study aimed to identify the attitudes of Jordanian Universities students towards digital advertising and its impact on their purchasing behavior. This study belongs to the analytical descriptive studies. The survey method and questionnaire were used in this study. The questionnaire was distributed to a sample of 308 students from University of Jordan, and Petra University. The appropriate statistical means were used to answer the study questions. The results revealed that the rates of Jordanian Universities student’s internet usage are high, and that students in the public universities ar

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Wang, Hou, and Kankham. "Behavior Modality of Internet Technology on Reliability Analysis and Trust Perception for International Purchase Behavior." Symmetry 11, no. 8 (2019): 989. http://dx.doi.org/10.3390/sym11080989.

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The proliferation of Internet technology and balance of composition in major feature of many visual products have been advantageous for businesses and changed the distribution channels through which industries reach their consumers. The intensive development of Internet technology and the increasing popularity of online shopping have further changed customers’ purchasing behaviors and the methods by which companies disseminate their video advertisements. The main research question that this study intends to answer is, “What do users do when a YouTube advertisement appears? Do they avoid or con

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Leskauskas, Darius, Rima Gudaitytė, Inga Kiudulaitė, and Virginija Adomaitienė. "Attitudes of Lithuanian Secondary School Children Toward Addictive Behaviors, Their Promoting and Preventive Factors with Regard to the Age." Medicina 47, no. 2 (2011): 16. http://dx.doi.org/10.3390/medicina47020016.

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The aim of this study was to evaluate the attitudes of Lithuanian secondary school children toward addictive behaviors, their promoting and preventive factors with regard to the age. Material and Methods. The study sample consisted of all 5th-, 9th-, and 12th-grade schoolchildren of 6 secondary schools in Kaunas and Šakiai (N=856). Schoolchildren were surveyed with a questionnaire consisting of the questions about their attitudes and experience regarding addictive behaviors and factors promoting and preventing such behaviors. Results. Smoking (82.8%), use of illegal drugs (81.0%), and consumpt

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Nazara, Niat Daniati, and Andi Lopa Ginting. "Manajemen Pemasaran Online melalui Penerapan Iklan secara Digital." AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis 4, no. 2 (2024): 631–42. http://dx.doi.org/10.37481/jmeb.v4i2.780.

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This research discusses online marketing management through the application of digital advertising. With the rapid development of technology and increasing use of the internet, traditional marketing methods are increasingly shifting towards digital marketing. Digital marketing offers various advantages, such as the ability to reach a wider audience, more precise targeting, and more efficient costs. This research aims to identify effective strategies in online marketing and evaluate the impact of digital advertising on consumer behavior. The development of the internet is changing the way of do

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Rahayu, Rahayu, and Sudarmiatin Sudarmiatin. "Effects of Influencers on Social Media on Interest in Buying East Java Culinary." International Journal of Science, Technology & Management 3, no. 3 (2022): 744–53. http://dx.doi.org/10.46729/ijstm.v3i3.519.

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Abstract This research study is to determine the effect of influencers on social media on interest in buying East Java cuisine. This is important so that consumers' perceptions of the reliability of influencer advertising on social media are known and their effect on audience interest in buying. An influencer's specific strategies and skills that must be adapted to attract consumer purchase intention to be effective across social media are important. This study was designed to examine and analyze the effectiveness of influencer promotions broadcast on social media in attracting consumer

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Rasyidah, Aldo Erianda, Alde Alanda, and Rahmat Hidayat. "Systematic Literature Review: Digitalization of Rural Tourism Towards Sustainable Tourism." International Journal of Advanced Science Computing and Engineering 5, no. 3 (2023): 247–56. http://dx.doi.org/10.62527/ijasce.5.3.134.

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In the context of rural tourism, the internet is crucial. It is vital to create and implement new technology in order to assist digital tourism in tourist communities and undeveloped, frontier, and remote locations. The utilization of big data can enhance the precision of predicting tourist flows, providing valuable insights to assist and enhance destination management, planning, and advertising. It can also ease mobility and encourage visitors to be distributed according to time. In addition to supporting visitors with specific access needs and keeping management informed about visitor behavi

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Puwandi, Pius Hubert, Gabriela Tiara DE, and Nicholas Brasali. "The Factors Affecting Consumer Response towards Online Video Advertisement: YouTube as a Platform." International Journal of Multicultural and Multireligious Understanding 7, no. 2 (2020): 375. http://dx.doi.org/10.18415/ijmmu.v7i2.1396.

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The purpose of this research is to examine factors that affect Consumer Response toward Online Video Advertisement analysing YouTube as a platform. A descriptive survey was conducted to collect data using a self-administrative questionnaire. Based on convenience sampling, a sample of 263 respondents was drawn from all internet users in Indonesia who watch YouTube videos and haven't used the paid version of YouTube which is free from advertisements. The results of this study indicates that (1) consumer behavior toward online Video Advertisement positively affects consumer response, and (2) the

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Srivastava, Santosh, and Bashkar Nalla. "A Review –of Sales Encourage Online Consumer selected FMCG Product." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 07, no. 11 (2023): 1–11. http://dx.doi.org/10.55041/ijsrem27238.

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Abstract:-This Paper Provides, Customers Fast-moving consumer goods are products that sell quickly at relatively low cost. These goods are also called consumer packaged goods.. These goods are purchased frequently, consumed rapidly, priced low, and sold in large quantities. They also have a high turnover when they're on the shelf at the store. This study aims to determine how digital platforms change customer behavior due to many factors that are affected by technological development. This research also provides a perspective on how customers decide to buy FMCG from a digital platform. The res

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Mohan, Neethu, Zakkariya K.A., and Rexy Ros Bobby. "Technology Readiness Motivators and Online Behavioural Advertising: A Perceived Benefits-Risk Assessment Using Privacy Calculus Theory." International Journal of Professional Business Review 8, no. 6 (2023): e02297. http://dx.doi.org/10.26668/businessreview/2023.v8i6.2297.

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Purpose: The present research intended to find whether the technology readiness motivators, Optimism, and innovativeness, impact the user's intention to accept Online Behavioural Advertising (OBA), an area that requires additional research. Theoretical framework: Even though these personalized advertisements provide an enhanced user experience, they provide users with advertisements based on their online surfing behavior, and unfortunately, at the same time, it also creates privacy concerns. At the same time, Privacy Calculus Theory (PCT) is considered an appropriate theory when it comes to a

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Guoqiang, Zhang, and Amiya Bhaumik. "The Influence of Social Media on Consumer Behavior and Digital Marketing Strategies: A Comprehensive Review." Advancement in Management and Technology 05, no. 02 (2024): 30–38. https://doi.org/10.46977/amt.2024.v05i02.004.

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Social media has assumed a significant part in marketing strategy. Social networking sites (SNS) serve as a tool for firms to establish direct communication and foster positive interactions with their consumers. A comprehensive analysis of many articles, research studies, reports, newspapers, magazines, and numerous websites has been conducted. India is undergoing a profound transformation towards digitalisation. Consumers are increasingly utilising the internet to seek the best deals from suppliers across India, as opposed to traditional ways. This study recognises that enterprises can signif

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Husnain, Muhammad Ali, Dongmei Yuan, and Muhammad Kamran Bhatti. "The Effectiveness of Internet Advertising on Consumer Behavior: A Case Study Analysis of College Students in Changsha (Hunan)." Saudi Journal of Business and Management Studies 8, no. 12 (2023): 290–302. http://dx.doi.org/10.36348/sjbms.2023.v08i12.002.

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Advertisement is an important tool of businessmen, producers and sellers, which is used in variety of ways to attract consumer’s attention towards the product. This study tries to explore the specific effect of on-line advertisement on consumer behaviour by making a case study of college students in Changsha (Hunan). The study applied mix method approach for collection of data and observations on consumer behaviour and advertisement. A total of 661 students were interviewed by using structured questionnaire and more than 14 students were taken for in-depth interviews, case studies and moreover

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Issers, Oxana S. "Speech genre of consumer reviews and its transformation in the digital age (based on reviews of doctors)." International Journal “Speech Genres” 18, no. 4 (40) (2023): 375–85. http://dx.doi.org/10.18500/2311-0740-2023-18-4-40-375-385.

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We analyze the influence of new technologies of communicative interaction on the transformation of the speech genre of consumer reviews on the Internet. The research is based on reviews of doctors and medical services taken from the websites of specialized online publications and forums. The author compares modern Internet-reviews of the consumer with the genre-prototype – reviews in the Book of Complaints and Suggestions. The research determines the main direction of the genre transformation, connected with the communication channel and the change in the position of the addressee: the Interne

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Terziyski, Miroslav. "The School Marketing in the Context of Inclusive Education." Pedagogika-Pedagogy 96, no. 2 (2024): 216–26. http://dx.doi.org/10.53656/ped2024-2.06.

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The article presents a study of the role of marketing in the school institution in the context of inclusive education. Considers advertising and PR as the most important elements of marketing communications for presenting the educational services that the school not only offers, but also qualitatively implements. Emphasis is placed on the importance of Internet marketing for popularizing the offered educational services and as a source for informing the target audience, and as a way to form and develop the brand and image of the school. Its importance for launching the idea of inclusive educat

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Mazurek-Łopacińska, Krystyna. "The Evolution of the Role of Forms of Marketing Communication in Influencing Consumers’ Shopping Behavior (Based on Surveys in 1995–2018)." Marketing of Scientific and Research Organizations 38, no. 4 (2020): 129–49. http://dx.doi.org/10.2478/minib-2020-0030.

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Abstract The purpose of the article is to present the extent to which consumers use modern and traditional forms of marketing communication about the market offer, depending on the characteristics of these consumers, as well as to recognize the attitudes and market behavior of consumers under the influence these forms of communication, with particular emphasis on online advertising and social media. The basis of the analyzes are the results of the own, nationwide, surveys carried out in 1995, 2001 and 2017/2018. The importance of online information sources in influencing consumer behavior has

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Saprikis, Vaggelis. "Consumers' Perceptions towards E-Shopping Advertisements and Promotional Actions in Social Networking Sites." International Journal of E-Adoption 5, no. 4 (2013): 36–47. http://dx.doi.org/10.4018/ijea.2013100103.

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Social Networking Sites (SNS) have dramatically changed our daily lives and even more individuals spend many hours every day utilize them. Their global reach and the opportunity for personalization have also captured the attention of firms, as they create enterprising opportunities for both e-business and traditional companies. For advertisers and marketing practitioners, SNS present myriad opportunities to engage customers, release product information and provide resources for an opt-in interactive environment. Thus, an understanding of SNS can be a significant aid to firms as they develop ma

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Tran, Trong Duc, Quoc Thanh Vu, Thi Hai Anh Dao, Do Quynh Trang Nguyen, Thi Huyen Anh Tran, and Tien Dung Nguyen. "Factor Affecting the Application of Sem Marketing at Small and Medium Enterprises in Hanoi." International Journal of Social Science And Human Research 06, no. 03 (2023): 1555–64. https://doi.org/10.5281/zenodo.7732892.

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In the context of the volatile market economy, especially the increasing of competition, Marketing is considered as an indispensable tool in production and business activities, along with the strong development of technological techniques, the explosion of the Internet, Digital Marketing is becoming more and more developed. Nowadays, Digital Marketing is an effective advertising channel for businesses, including the application of SEM Marketing in small and medium enterprises (SMEs). Based on the analysis of 433 survey samples from SMEs in Hanoi, the research team gives an academic perspective

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Budko, Diana Anatol'evna, and Galina Vladimirovna Luk'yanova. "Student’s attitude towards campaign communication (on the example of 2018 Russian presidential election." Социодинамика, no. 2 (February 2020): 1–11. http://dx.doi.org/10.25136/2409-7144.2020.2.32090.

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The subject of this research is the attitude of student youth towards particular instruments of campaign communication. Among most commonly used techniques of influencing the citizens&rsquo; electoral behavior are the political advertising, mass media materials, debates, announcements of the leaders of public opinion. However, the factors important for making electoral decisions differ one age group to another. In this context, of special interest is the student youth that is more perceptive to modern methods of communication via mobile apps and other Internet technologies. The presented r

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Lii, Yuan-Shuh, May-Ching Ding, and Chih-Hung Hung. "Consumer Price Perception and Reaction to Price Promotion in Online Shopping." Journal of Economics, Management and Trade 29, no. 10 (2023): 98–104. http://dx.doi.org/10.9734/jemt/2023/v29i101146.

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Aims: Many observations and studies have pointed out that due to the economic downturn and fierce competition in the online market, online retailers must think about how to use effective price promotion strategies to attract consumers' attention and further stimulate their purchase intention. At present, online retailers still use the price promotion strategies used by offline retailers in formulating price promotion strategies. However, the Internet provides consumers with the benefit of being able to quickly search for price information when shopping online, resulting in a substantial reduct

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Ata, Serhat, Hakan Murat Arslan, Abdulvahap Baydaş, and Ece Pazvant. "The effect of social media influencers’ credibility on consumer’s purchase intentions through attitude toward advertisement." ESIC Market 53, no. 1 (2022): e280. http://dx.doi.org/10.7200/esicm.53.280.

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People incorporate and use the internet in their lives in line with the development of technology. Facebook, Twitter, Instagram, which are especially defined as social media (SM) tools, are among the daily routines of people. Thus, a great transformation has occurred in the SM advertising industry. Social media influencers (SMI) emerged as a result of facilitating communication on SM. Unlike other studies mostly evaluated over celebrities and no detailed on how SMI affects consumers purchasing behavior through advertisement, this study shows how the SMI affects consumer purchasing behavior by

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Khrapkina, Valentyna, Dmytro Mangushev та Anastasiia Koverha. "КУЛЬТУРНІ КОНОТАЦІЇ РЕКЛАМНОГО МЕНЕДЖМЕНТУ В КОНТЕКСТІ ВІЙНИ В УКРАЇНІ". Economical 1, № 27 (2023): 52–61. http://dx.doi.org/10.31474/1680-0044-2022-1(27)-52-61.

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Objective. The article is aiming at a comprehensive analysis of the phenomenon of advertising during the war in Ukraine, including a complex study of its cultural implications, as well as the direction for further development. Method. The theoretical and methodological basis of the study is the work of domestic and foreign scholars in the field of determining the specifics, practical application and impact of social and commercial advertising on the behaviour of both consumers and social groups. In defining the problem and analysing existing approaches to its solution, the laws of Ukraine, sci

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Mr., S. Ganesan, and M. Suresh Mr. "A Study on the Impact of Social Media Marketing on Consumer Behavior." International Journal of Trend in Scientific Research and Development 4, no. 3 (2020): 1171–73. https://doi.org/10.5281/zenodo.3892909.

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The fastest and developed, adoption of social media on consumer behavior provides different new things of new marketing on a new product. Todays the internet, social media has been taken the status of high growth of every firm growth and these technology changes ways of doing business in their business world. Social media marketing for every organization, firms can adopt their own technology to advertising their products. In this research, we can assess the impact of social media marketing on consumer behavior towards buying a product or marketing a decision to buy a new product. While social

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Dhanapal, Dr Saroja, Sharmaine Sakthi Anantha, and Riaz Fathima Binti Omar Farouk. "Government Sponsored Advertisements: Do They Cultivate Higher Order Thinking Skills?" INTERNATIONAL JOURNAL OF MANAGEMENT & INFORMATION TECHNOLOGY 5, no. 2 (2013): 503–16. http://dx.doi.org/10.24297/ijmit.v5i2.4443.

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Advertising can be defined as an openly sponsored offering of goods, services, or ideas through any medium of public communication. Advertising, in the past decade has undergone significant development and it now comprises television, radio and internet besides the traditional print media. Levens (2012) defines advertising as the paid, non -personal communication of a marketing message by an identified sponsor through mass media which acts as a tool for a company to massively introduce a product or service to the consumers using the available media that are endless starting from billboards, po

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Dr., R. Narsaiah, and Shashi Preetham R. "A Study on Brand Impact of Apparels on Consumer Buying Behaviour in Kukatpally Area." International Journal of Trend in Scientific Research and Development 3, no. 3 (2019): 514–17. https://doi.org/10.31142/ijtsrd22838.

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The paper is about the results of the primary research which purpose was to know the impact of apparels brand on consumers to purchase a product. The aim of the paper is to make the fact clear that the brand has an impact on customer decision making process. The Primary data has been collected from 128 respondents within the region of Kukatpally area. Questionnaire is framed containing 20 questions which were asked to consumers in Kukatpally area. The secondary data has been collected from internet, books, references etc. Though the different media spread awareness but television advertising p

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S., Tamilarasi, and Prabha E. V. "IMPACT OF PERVASIVE USE OF SOCIAL MEDIA ADVERTISING ON YOUTH - A STUDY ON COLLEGE GOING STUDENTS IN TIRUCHIRAPPALLI DISTRICT." ShodhKosh: Journal of Visual and Performing Arts 5, no. 6 (2024): 331–38. http://dx.doi.org/10.29121/shodhkosh.v5.i6.2024.1683.

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The impact of social media on adolescents has created opportunities for corporate brands and advertising agencies to target and engage with young audiences in unprecedented ways. The use of traditional media by youth has its positive and negative sides, but the impact of social media is less understood. The present study focuses on the exposure of the college going students towards the promotion and marketing of products in the social media platforms. The respondents are youth under the age group of 17- 24yrs. The theory taken in this study is Uses and Gratification theory. Online survey is ad

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McCausland, Kahlia, Bruce Maycock, Tama Leaver, et al. "E-Cigarette Promotion on Twitter in Australia: Content Analysis of Tweets." JMIR Public Health and Surveillance 6, no. 4 (2020): e15577. http://dx.doi.org/10.2196/15577.

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Background The sale of electronic cigarettes (e-cigarettes) containing nicotine is prohibited in all Australian states and territories; yet, the growing availability and convenience of the internet enable the promotion and exposure of e-cigarettes across countries. Social media’s increasing pervasiveness has provided a powerful avenue to market products and influence social norms and risk behaviors. At present, there is no evidence of how e-cigarettes and vaping are promoted on social media in Australia. Objective This study aimed to investigate how e-cigarettes are portrayed and promoted on T

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Ellen Gordon, Mary, and Kathryn De Lima‐Turner. "Consumer attitudes towards Internet advertising." International Marketing Review 14, no. 5 (1997): 362–75. http://dx.doi.org/10.1108/02651339710184316.

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Panagiotis, Gkanas, and Antonopoulou Panagiota. "The Increase of Followers for Football Clubs in Europe Leads to Direct Effect of their Advertising Income." International Journal of Innovative Science and Research Technology 7, no. 1 (2022): 48–51. https://doi.org/10.5281/zenodo.5875105.

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At a time when the promotion of services and products is changing on a daily basis, with Social Media being the main channel (social media, digital media, websites, blogs), a new horizon of economic relationship between advertisers and promoters has emerged. Traditional Media, such as television, radio, newspapers and magazines paved the way for promotion through Media. Without them, there wouldn’t be a starting point for sponsorship through the New Media. The transition to the new technological models was predetermined and this is something that was detected in time by advertising compa

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Tseng, Chung-Hui, and Tseng-Lung Huang. "Internet advertising video facilitating health communication." Internet Research 26, no. 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 contras

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