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Journal articles on the topic 'Online advertising measurement'

Author: Grafiati

Published: 3 June 2025

Last updated: 31 July 2025

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1

Radygina, Evgeniya G. "Marketing relations in online advertising." Economic Consultant 36, no. 4 (2021): 33–41. http://dx.doi.org/10.46224/ecoc.2021.4.4.

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Introduction. The relevance of the research is due to the fact that the model of communication between customers and suppliers within the online space has long influenced all marketing stages in the introduction of goods and services, starting with customer awareness, attitudes towards customers, soliciting potential customers to testing new products, sales, and customer retention. The purpose of the research is to identify features of the Internet as a space of marketing relationships and formulate the principles of interaction with users. Materials and methods. The reviewed sources included

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Evgeniya, G. Radygina. "Marketing relations in online advertising." Economic Consultant 36, no. 4 (2021): 33–41. https://doi.org/10.46224/ecoc.2021.4.4.

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<strong><em>Introduction. </em></strong>The relevance of the research is due to the fact that the model of communication between customers and suppliers within the online space has long influenced all marketing stages in the introduction of goods and services, starting with customer awareness, attitudes towards customers, soliciting potential customers to testing new products, sales, and customer retention. The purpose of the research is to identify features of the Internet as a space of marketing relationships and formulate the principles of interaction with users. <em><strong>Materials

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Akseki, Sinan. "Criticism of Programmatic Advertising Practices." International Journal of Social Sciences 9, no. 37 (2025): 27–53. https://doi.org/10.52096/usbd.9.37.02.

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The internet, one of today's indispensable tools, has changed human life and communication styles, the habits of the media where advertisements are published, purchasing attitudes and behaviors, advertising activities and forms. Through the Internet, traditional forms of advertising have been replaced by interactive, online advertisements. Advertisements on digital platforms are now realized in the online web environment, with headlines, texts, visuals, graphics and designs with effects applied, by providing information and interacting with users in every area they visit or click. Through digi

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Estrada-Jimenez, Jose, Javier Parra-Arnau, Ana Rodriguez-Hoyos, Jordi Forne, and Esteve Pallares-Segarra. "A Measurement Study of Online Tracking and Advertising in Ibero-America." IEEE Access 9 (2021): 80996–1007. http://dx.doi.org/10.1109/access.2021.3085024.

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Giang, Nguyen Thi Phuong, Nguyen Binh Phuong Duy, Nguyen Ho Thien Anh, Doan Nguyen Tra Giang, Dang Minh Triet, and Thai Dong Tan. "Factors influencing the intention to use artificial intelligence for online advertising on social networks." Multidisciplinary Science Journal 7, no. 8 (2025): 2025416. https://doi.org/10.31893/multiscience.2025416.

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The rapid advancement of artificial intelligence (AI) has significantly transformed various industries, including online advertising on social networks. Businesses are increasingly investing in and developing AI-driven strategies. The advent of Artificial Intelligence (AI) has been recognized as a revolutionary force across various industries and fields, with online advertising on social networks increasingly regarded as a prominent trend that is actively being developed and invested in by businesses. This study was conducted to identify the factors influencing the intention to utilize AI in o

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Brookman, Justin, Phoebe Rouge, Aaron Alva, and Christina Yeung. "Cross-Device Tracking: Measurement and Disclosures." Proceedings on Privacy Enhancing Technologies 2017, no. 2 (2017): 133–48. http://dx.doi.org/10.1515/popets-2017-0020.

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Abstract Internet advertising and analytics technology companies are increasingly trying to find ways to link behavior across the various devices consumers own. This cross-device tracking can provide a more complete view into a consumer’s behavior and can be valuable for a range of purposes, including ad targeting, research, and conversion attribution. However, consumers may not be aware of how and how often their behavior is tracked across different devices. We designed this study to try to assess what information about cross-device tracking (including data flows and policy disclosures) is ob

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Enayati Shabkolaei, Mohammad, Shahrbanoo Gholipour Freydouni, and Mehdi Rouholamini. "Presenting a Model for Innovation in Online Advertising and Its Implications in Digital Marketing." International Journal of Innovation Management and Organizational Behavior 3, no. 4 (2023): 109–22. http://dx.doi.org/10.61838/kman.ijimob.3.4.13.

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Objective: This research aimed to present a model for innovation in online advertising and its implications in digital marketing. Method: The research was applied in purpose and employed a mixed exploratory (qualitative-quantitative) method. The qualitative segment participants were selected experts and specialists in innovation in online advertising and its implications in digital marketing in 2023, determined purposively to be 17 individuals. The quantitative segment's population comprised customers of Digikala and Etkaa stores who had made purchases online during a specific timeframe, consi

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Коробков, С. А. "Operational measurement of the effectiveness of online advertising and its management by analyzing marketing information from a variety of data sources and measurement systems." Экономика и предпринимательство, no. 11(124) (December 23, 2020): 689–92. http://dx.doi.org/10.34925/eip.2020.124.11.133.

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В статье представлены результаты исследования, благодаря которым был разработан метод, включающий в себя алгоритм для оперативного измерения результативности интернет-рекламы при помощи анализа маркетинговых данных из разнообразных источников данных и систем измерения. Он позволяет осуществлять комплексный оперативный анализ информации из разнообразных источников данных и систем измерения с использованием аналитики сайта, статистки рекламных систем, данных из CRM, бухгалтерской системы и других источников. The article presents the results of the research, which resulted in the development of a

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Dat, Nguyen Van, Pho Hai Dang, and Nguyen Van Thich. "Factors influencing purchase decisions on social media platforms: The role of explainable artificial intelligence." Edelweiss Applied Science and Technology 9, no. 2 (2025): 1228–44. https://doi.org/10.55214/25768484.v9i2.4745.

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This study aims to measure the impact of privacy concerns and perceptions of personalization on purchase decisions on social media platforms. It focuses on the mediating role of attitudes toward advertising and the moderating role of Explainable Artificial Intelligence (XAI). The study investigates consumers who frequently shop on social media. The research model was implemented using an online questionnaire and direct interviews, yielding 515 valid responses. To assess the reliability of the measurement scales, SPSS 26 software was employed. The research hypotheses were tested, and the measur

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Kang, Hyunjin, and Matthew P. McAllister. "Selling You and Your Clicks: Examining the Audience Commodification of Google." tripleC: Communication, Capitalism & Critique. Open Access Journal for a Global Sustainable Information Society 9, no. 2 (2011): 141–53. http://dx.doi.org/10.31269/triplec.v9i2.255.

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Using a political economy perspective, this paper argues that Google’s surplus value from advertising results from its extensive and transformative commodification of users. The unique features of Google as an advertising venue intensify the commodification of its users as compared to traditional media in several ways. First, the simplified valorization process of Google’s advertising methods enables Google to earn significantly more surplus value than those of traditional media. Also, Google’s personalized advertising strategies, its precise measurement of advertising costs based on users’ be

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Kang, Hyunjin, and Matthew P. McAllister. "Selling You and Your Clicks: Examining the Audience Commodification of Google." tripleC: Communication, Capitalism & Critique. Open Access Journal for a Global Sustainable Information Society 9, no. 2 (2011): 141–53. http://dx.doi.org/10.31269/vol9iss2pp141-153.

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Using a political economy perspective, this paper argues that Google’s surplus value from advertising results from its extensive and transformative commodification of users. The unique features of Google as an advertising venue intensify the commodification of its users as compared to traditional media in several ways. First, the simplified valorization process of Google’s advertising methods enables Google to earn significantly more surplus value than those of traditional media. Also, Google’s personalized advertising strategies, its precise measurement of advertising costs based on users’ be

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Johnson, Garrett A., Randall A. Lewis, and Elmar I. Nubbemeyer. "Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness." Journal of Marketing Research 54, no. 6 (2017): 867–84. http://dx.doi.org/10.1509/jmr.15.0297.

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To measure the effects of advertising, marketers must know how consumers would behave had they not seen the ads. The authors develop a methodology they call “ghost ads,” which facilitates this comparison by identifying the control group counterparts of the exposed consumers in a randomized experiment. The authors show that, relative to public service announcement and intent-to-treat A/B tests, ghost ads can reduce the cost of experimentation, improve measurement precision, deliver the relevant strategic baseline, and work with modern ad platforms that optimize ad delivery in real time. The aut

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Romano, Rhoderick, and Jeongsoo Han. "Consumer Perceptions towards Unsolicited Advertisements on Social Media." Data 7, no. 10 (2022): 138. http://dx.doi.org/10.3390/data7100138.

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The practice of unsolicited advertisements on social media has grown prevalent. This data article presents 837 US-based social media users’ consumer perceptions of such advertisements. Understanding how consumers perceive unsolicited advertising is vital to developing effective digital marketing strategies. Data collection was via an online survey adopting multi-measurement items from extant studies for reliability and validity. The data showed high internal consistency with Cronbach’s alpha testing, and confirmatory factor analysis (CFA) found the measurement model valid. Goodness-of-fit indi

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Dani, Yasi, and Maria Artanta Ginting. "Classification of Predicting Customer Ad Clicks Using Logistic Regression and k-Nearest Neighbors." JOIV : International Journal on Informatics Visualization 7, no. 1 (2023): 98. http://dx.doi.org/10.30630/joiv.7.1.1017.

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Nowadays, conventional marketing techniques have changed to online (digital) marketing techniques requiring internet access. Online marketing techniques have many advantages, especially in terms of cost efficiency and fast information delivery to the public. Therefore, many companies are interested in online marketing and advertising on social media platforms and websites. However, one of the challenges for companies in online marketing is determining the right target consumers since if they target consumers who are not interested in buying the product, the advertising costs will be high. One

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Manuilskaya, Kseniya, and Marina Vyrskaya. "Narrow target groups’ response rates in online surveys: empirical study of labor migrants and people with disabilities." Telescope: Journal of Sociological and Marketing Research, no. 2 (April 17, 2019): 28–39. http://dx.doi.org/10.33491/telescope2019.204.

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The article presents the cognitive capabilities of online surveys for studying narrow, hard-to-reach target groups. The key issue of a survey conducted with specific audiences is respondents' search and involvement. The authors measured the response rate of labor migrants and people with disabilities according to the findings of the methodical analysis of two online surveys. The article proposes an algorithm of response rate measurement by internal and external parameters. Primary focus is on comparing the effect of using targeted advertising on Facebook and Yandex; the perception of advertisi

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Dudek, Paweł Marcin. "Enduring Measurement as User Consideration on Social Media Platforms under EU VAT Law." Intertax 53, Issue 8/9 (2025): 595–617. https://doi.org/10.54648/taxi2025054.

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Social media platforms treat users’ privacy as an economic good, and users must consequently endure this interference when using these services. This obligation to submit to continuous measurement in exchange for the ability to use the platform constitutes the consideration that users provide for the supply of a service under European Union value added tax (VAT) regulations, and the remuneration is quantifiable in monetary terms. This means that these services are not provided free of charge, thus, a platform entrepreneur should pay VAT in EU countries based on their value. Online services in

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Tatlow-Golden, Mimi, and Daniel Parker. "The Devil Is in the Detail: Challenging the UK Government’s 2019 Impact Assessment of the Extent of Online Marketing of Unhealthy Foods to Children." International Journal of Environmental Research and Public Health 17, no. 19 (2020): 7231. http://dx.doi.org/10.3390/ijerph17197231.

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Background: How much unhealthy marketing do children see on digital devices? Marketing of unhealthy food and beverages has long been identified as a factor in children’s preferences, purchase requests and consumption. Rising global obesity mandates States to craft environments that protect children and young people’s health, as recommended by the World Health Organization, among others. However, assessing the impact of marketing restrictions is particularly challenging: the complexity of digital advertising markets means that measurement challenges are profound. In 2019, the UK Department of H

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Göbel, Sascha, and Simon Munzert. "Political Advertising on the Wikipedia Marketplace of Information." Social Science Computer Review 36, no. 2 (2017): 157–75. http://dx.doi.org/10.1177/0894439317703579.

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We point to a popular yet underresearched platform of political information, the online encyclopedia Wikipedia. Considering the supply side of the marketplace, we argue that personal biographies on the platform are an attractive medium for politicians to enhance their appearance. We trace changes to biographies coming from the parliament using data that cover the entire edit histories for biographies on all German members of parliament for the three last legislative periods. Our findings show editing of personal biographies to be a persistent phenomenon. Moreover, type, timing, and driving fac

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Morrow, Shawna, Kehan Zhang, Sarah K. Abood, and Adronie Verbrugghe. "Website Investigation of Pet Weight Management-Related Information and Services Offered by Ontario Veterinary Practices." Veterinary Sciences 10, no. 12 (2023): 674. http://dx.doi.org/10.3390/vetsci10120674.

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Pet owners rely on information and advice from their veterinary practice to effectively manage their pet’s weight. This study investigated weight management information and services displayed on practice websites in Ontario, Canada. Information collected from the websites of 50 randomly selected small and mixed-animal practices included practice and staff demographics and the type of weight management services, products, and information advertised or displayed. The most frequently advertised weight management service and product were nutritional counselling (34%) and therapeutic diets (25%), r

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Aji, Hendy Mustiko, and Basu Swastha Dharmmesta. "Subjective norm vs dogmatism: Christian consumer attitude towards Islamic TV advertising." Journal of Islamic Marketing 10, no. 3 (2019): 961–80. http://dx.doi.org/10.1108/jima-01-2017-0006.

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Purpose With concern on cross-religion research, this study aims to examine Christian consumer attitude towards Islamic TV advertising in Indonesia. This study includes together both subjective norm and dogmatism in an analysis as moderating variables. Design/methodology/approach An online survey for 186 sample respondents was conducted to test nine hypotheses. Multi-group moderation test was conducted to test the moderation effect of subjective norms and dogmatism on the model. Findings The results indicate that Christian intrinsic religiosity has a significant negative relationship with Isla

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Feng, Yang, and Quan Xie. "Measuring the content characteristics of videos featuring augmented reality advertising campaigns." Journal of Research in Interactive Marketing 12, no. 4 (2018): 489–508. http://dx.doi.org/10.1108/jrim-01-2018-0027.

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Purpose Over the past few years, advertisers have adopted augmented reality (AR) technology in advertising campaigns. To overcome the geographic limit, advertisers record the interaction between people and virtual objects in AR campaigns and upload promotional videos on social media, such as YouTube. This study aims to develop and validate a measurement instrument to gauge the content characteristics of YouTube videos featuring AR ad campaigns. Design/methodology/approach To this end, possible items were generated via a review of prior literature, and supplemented by content analysis and a fre

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Murtianingsih, Murtianingsih, and Yuniar Fitriani. "Measurement of Antecedent Factors of E-Commerce Shopee Purchase Decisions for Creative Industry Consumers." IQTISHODUNA 20, no. 2 (2024): 175–86. https://doi.org/10.18860/iq.v20i2.28596.

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Online shopping behavior has become a trend in society today, the development of information technology has given rise to various e-commerce platforms. Shopee is one of the best E-Commerce in the Appstore and Playstore, providing opportunities for business actors to improve their business and expand market reach. In line with the Go-Digital program, creative industry entrepreneurs, especially crafts and fashion, have the opportunity to grow by utilizing stores on Shopee. This research is to examine the antecedents’ factors of purchasing decision factors which include price, product variety, ad

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Jiang, Yushi. "Research on the best visual search effect of logo elements in internet advertising layout." Journal of Contemporary Marketing Science 2, no. 1 (2019): 23–33. http://dx.doi.org/10.1108/jcmars-01-2019-0009.

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Purpose The purpose of this paper is to control the size of online advertising by the use of the single factor experiment design using the eight matching methods of logo and commodity picture elements as independent variables, under the premise of background color and content complexity and to investigate the best visual search law of logo elements in online advertising format. The result shows that when the picture element is fixed in the center of the advertisement, it is suggested that the logo element should be placed in the middle position parallel to the picture element (left middle and

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Petrenko, Dmytro. "DIGITALISATION IN MARKETING: ANALYSIS OF CHALLENGES AND OPPORTUNITIES." Innovation and Sustainability, no. 3 (September 29, 2023): 96–104. http://dx.doi.org/10.31649/ins.2023.3.96.104.

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The study found that digital marketing is actively developing and gaining wide popularity in Ukraine and the world. Digital marketing (or digital marketing) is a marketing strategy that uses Internet technologies and digital communication channels to promote goods or services. This paper identifies the main components of digital marketing (websites, search engine marketing, social media, email, content marketing, online advertising, analytics and measurement). In order to understand the extent to which digitalisation affects marketing, it is important to analyse the transformation of the main

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Antonius Andrias Reis Tanesi. "PKM Strategi Digital Marketing Dalam Pemasaran Produk Daun Kelor Pada Home Industry Glamori Meto." Jurnal Pelayanan Masyarakat 1, no. 2 (2024): 26–33. http://dx.doi.org/10.62951/jpm.v1i2.195.

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In the online era, marketing opportunities using digital technology are very profitable, apart from sellers not having to have a shop, sellers also don't have to go anywhere to sell. The objectives of this activity are (1) Organizing guidance and training for marginalized communities to produce commercial products based on appropriate technology and local resources as well as opportunities to gain access to funding for Micro, Small and Medium Enterprises, (2) Increasing the number of applications of science and technology for the community. This activity was carried out in the first three stag

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Molchanova, O. I. "The editors of the internet media as a specific social organization." Moscow State University Bulletin. Series 18. Sociology and Political Science 24, no. 4 (2019): 80–98. http://dx.doi.org/10.24290/1029-3736-2018-24-4-80-98.

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The article is devoted to the identification of specific features of the social organization edition of the Internet media. The purpose of this article is to consider the network edition from the point of view of a new form of social organization of modern specialists. The principles of organization of its functioning, interaction of editorial staff with the target audience, technological capabilities of measurement of various parameters in order to identify its information needs are considered on the example of the typical small online magazine. The objectives of the study include the conside

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Asante, Edward, Edward Markwei Martey, and Joseph Owusu Kwakye. "Impact of Promotional Tools on Marketing of Library Services: An Exploratory Study of Polytechnics in Ghana." International Journal of Technology and Management Research 2, no. 1 (2020): 16–25. http://dx.doi.org/10.47127/ijtmr.v2i1.47.

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The study investigates the impact of promotional tools on marketing of library services. The study explores the relationship between promotional tools constructs: personal selling, sales promotion, public relations and advertising on marketing of library services among selected Polytechnics in Ghana. With the aid of SPSS, the following statistical method were employed: supporting literature for measurement scales, values of cranach’s alpha for construct values, descending means of constructs, skewness and kurtosis on the constructs, correlations and regression analyses on a sample of 402 obtai

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N. Mowle, Elyse, Emily J. Georgia, Brian D. Doss, and John A. Updegraff. "Application of regulatory focus theory to search advertising." Journal of Consumer Marketing 31, no. 6/7 (2014): 494–502. http://dx.doi.org/10.1108/jcm-06-2014-1003.

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Purpose – The purpose of this paper is to test the utility of regulatory focus theory principles in a real-world setting; specifically, Internet hosted text advertisements. Effect of compatibility of the ad text with the regulatory focus of the consumer was examined. Design/methodology/approach – Advertisements were created using Google AdWords. Data were collected for the number of views and clicks each ad received. Effect of regulatory fit was measured using logistic regression. Findings – Logistic regression analyses demonstrated that there was a strong main effect for keyword, such that us

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Oliveira, Uriel, Christophe Soares, and Miguel R. Trigo. "Media Output Score, a New Indicator for Measuring Online Media Coverage." Journalism and Media 5, no. 1 (2023): 31–47. http://dx.doi.org/10.3390/journalmedia5010003.

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Communications professionals have widely recognized the importance of media coverage measurement. Despite having been discredited in measuring media coverage, either by the scientific community or by industry main organizations, advertising value equivalency (AVE) continues, nevertheless, to be a metric used by many communication professionals to measure digital media coverage. We propose a new metric, the Media Output Score (MOS), to automatically measure the online media coverage of brands in real-time, combining brand objectives with target media, media visibility, media favorability, reade

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Sørensen, Jannick Kirk, and Hilde Van den Bulck. "Public service media online, advertising and the third-party user data business: A trade versus trust dilemma?" Convergence: The International Journal of Research into New Media Technologies 26, no. 2 (2018): 421–47. http://dx.doi.org/10.1177/1354856518790203.

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News and media web pages generate valuable consumer data, collected by third-party servers. Using longitudinal experiments, this article shows that third-party servers are active in 34 cases of European public service media (PSM) websites from 19 countries. This constitutes a pressing privacy problem in relation to GDPR and challenges the notion of PSM organizations as particularly trusted providers of media content. This has implications for their role and placement in the commercial media landscape as well as for their independency, but also for their survival in the future media landscape.

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Kieserman, Julia B., Athanasios Andreou, Chris Geeng, Tobias Lauinger, and Damon McCoy. "Tracker Installations Are Not Created Equal: Understanding Tracker Configuration of Form Data Collection." Proceedings on Privacy Enhancing Technologies 2025, no. 4 (2025): 679–95. https://doi.org/10.56553/popets-2025-0151.

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Targeted advertising is fueled by the comprehensive tracking of users' online activity. As a result, advertising companies, such as Google and Meta, encourage website administrators to not only install tracking scripts on their websites but configure them to automatically collect users' Personally Identifying Information (PII). In this study, we aim to characterize how Google and Meta's trackers can be configured to collect PII data from web forms. We first perform a qualitative analysis of how third parties present form data collection to website administrators in the documentation and user i

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Szigeti, Szilard, and Laszlo Jozsa. "Obtaining Consumer Information for the Purchase of Over-The-Counter Medicines and Food Supplements from Hungarian-Speaking Adult Consumers in Slovakia." Health Economics and Management Review 4, no. 1 (2023): 60–70. http://dx.doi.org/10.21272/hem.2023.1-06.

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The present study focuses on the role of online (Internet) ordering, information seeking, and the importance of the information provided by health professionals connected with the purchase of over-the-counter medicines and food supplements. Our primary survey was conducted in April-May 2022 and received 216 answers from Hungarian-speaking consumers in Slovakia that could be analysed. The data collected through the questionnaire was examined using statistical analysis and calculations. The data were organised in a single Excel file to facilitate our analysis and were processed using IBM SPSS St

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Kusumah Wardani, Rahayu, and Sukaris Sukaris. "THE EFFECT OF ADVERTISING, CELEBRITY ENDORSER, AND BRAND AWARENESS ON PURCHASE DECISION." Journal Universitas Muhammadiyah Gresik Engineering, Social Science, and Health International Conference (UMGESHIC) 1, no. 2 (2021): 837. http://dx.doi.org/10.30587/umgeshic.v1i2.3460.

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Currently, the number of internet users in Indonesia has increased significantly. In 2019-2020 as many as 196.7 million people, and in 2021 it will increase to approximately 25.5 million internet users. Internet technology is also used as an e-commerce trade transaction. A survey conducted by Katadata shows that 88.1% of internet users in Indonesia use e-commerce services. This number is the highest presentation in the world in April 2021. One of the most accessed e-commerce shopping sites is Shopee, with an average monthly visit of 93.4 million. There are several factors that can cause someon

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Green, Joshua. "Why Do They Call it TV When it's Not on the Box? ‘New’ Television Services and Old Television Functions." Media International Australia 126, no. 1 (2008): 95–105. http://dx.doi.org/10.1177/1329878x0812600111.

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This paper examines a set of ‘new television’ projects and their relationship to existing understandings of the object of television. The rise of online video-sharing has been surrounded by discourse about the decline of broadcast television's role for content delivery and advertising revenue. Amidst discussions of ‘piracy’ and debates about new audience measurement techniques and user-generated content, official and unofficial platforms for the distribution of television content have emerged. Some of these sites — like ‘internet TV’ projects such as the Participatory Culture Foundation's Miro

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Lee, Dong-Seok, and Gwi-Gon Kim. "A Study on Advertising Effectiveness Depending on Information Source Type (Real Human vs. Virtual Human)." Revista de Gestão Social e Ambiental 18, no. 7 (2024): e06209. http://dx.doi.org/10.24857/rgsa.v18n7-116.

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Purpose: This study was conducted to investigate the differences in information source properties according to the type of information source (real human vs. virtual human) and to empirically analyze the impact of the information source type on advertising attitude and product attitude. In addition, this study examined the moderating effect of consumer gender on the effect of information source type on advertising attitude, and the mediating effect of advertising attitude on the effect of type of information source on product attitude. Theoretical framework: The Source effect refers to the deg

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Rezaei, Sajad, Maryam Emami, and Nurlida Ismail. "Paid internet advertising (PIA) and frequency of apps-buying decisions." Journal of Enterprise Information Management 31, no. 3 (2018): 463–87. http://dx.doi.org/10.1108/jeim-08-2017-0113.

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Purpose Despite the tremendous advancement of information technology worldwide, a few attempts have been made to uncover the effectiveness of paid internet advertising (PIA) on consumers buying decisions for retail enterprises in emerging markets. The purpose of this paper is to examine the structural relationships between consumer self-confidence, perceived intrusiveness, continuance search intention, attitude towards PIA and frequency of apps-buying decisions. Design/methodology/approach A total number of 515 online questionnaires were obtained from a sample of experienced apps shoppers who

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Viale, Thierry, Yves Gendron, and Roy Suddaby. "From “mad men” to “math men”." Accounting, Auditing & Accountability Journal 30, no. 2 (2017): 270–305. http://dx.doi.org/10.1108/aaaj-12-2014-1887.

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Purpose The authors study how communication agencies became important sites for the rise of measurement expertise in the government of consumer conduct following the development of online consumption. The purpose of this paper is to focus on the processes by which digital measurement developed (within the agencies) as a new legitimate form of expertise, able to produce relevant and detailed knowledge about the government of web users. Design/methodology/approach The authors carried out a field examination in France, predicated on 100 interviews with actors involved in communication consultancy

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Priti, K. Rao. "THE STUDY OF NEW AGE MEDIA ADVERTISING WITH SPECIAL REFERENCE TO RICH SITE SUMMARY (RSS)." International Journal of Engineering Research and Modern Education 2, no. 1 (2017): 37–41. https://doi.org/10.5281/zenodo.400622.

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Advertising has always been an integral part of business. Companies in recent times are witnessing an innovation in new channels of media such as google, twitter, facebook, youtube etc which enables customers to pay an active role in marketing communication. Consumers of today can be reached anywhere and anytime. The new media provides an ample opportunity for revamp in business models and corporate strategies. The new media impacts the relationships with customers and helps in creating and managing the relationships. There creates huge challenges for academicians and practitioners to understa

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Krizanova, Anna, George Lăzăroiu, Lubica Gajanova, Jana Kliestikova, Margareta Nadanyiova, and Dominika Moravcikova. "The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment." Sustainability 11, no. 24 (2019): 7016. http://dx.doi.org/10.3390/su11247016.

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Online marketing communication covers a wide area and thus promotes an extensive reach of advertising to a broad audience. Hotels can achieve certain goals through online communication, mainly an increase of hotel awareness; an improvement of their image; and an increase in the level of customer satisfaction and trust, or brand loyalty. Measurement of the effectiveness of communication tools in the online environment is still a challenge, whether in the academic world or in the business world, mainly due to the complexity of this process. The main objective of this paper is to propose a method

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Amini, Zakiyah, Cindy Anggraini, and Joni Hendra. "The Use of Social Media as a Marketing Strategy for Bank Syariah Indonesia (BSI) in Improving Brand Image." Journal of Business Inflation Management and Accounting 2, no. 1 (2025): 189–97. https://doi.org/10.57235/bima.v2i1.4749.

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This study aims to analyze the marketing strategy of Bank Syariah Indonesia (BSI) in utilizing social media to improve brand image. This study uses a qualitative approach by collecting secondary data from BSI's social media posts and relevant online articles. The results show that BSI's marketing strategy through social media includes education and information, customer interaction and engagement, social promotion and CSR, customer testimonials and reviews, influencer-based promotions, consistency in branding, use of paid advertising, and analysis and measurement. Factors that influence the ef

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Ayu Yulianti Putri. "Pengaruh Iklan Produk Di Aplikasi, Promosi Penjualan, Brand Ambassador Shopee, Dan Kualitas Layanan Terhadap Minat Beli Di Marketplace Shopee." Manajemen Kreatif Jurnal 1, no. 4 (2023): 01–14. http://dx.doi.org/10.55606/makreju.v1i4.2080.

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After the covid pandemic conditions, new habits and trends in society are slowly starting to change, one of which is the shift from offline to online shopping. Since the pandemic took place, people's offline purchasing power has decreased. Shops or shopping centers are empty of visitors and most prefer to shop online or online. In Indonesia, there are several marketplaces operating such as Shopee, Tokopedia, Bukalapak, Lazada and Bblibli. Shopee Indonesia is the Marketplace with the most visitors in the 4th quarter of 2022. With an average of 191.60 million visitors. So, currently Shopee is th

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Kulshrestha, Juhi, Marcos Oliveira, Orkut Karaçalık, Denis Bonnay, and Claudia Wagner. "Web Routineness and Limits of Predictability: Investigating Demographic and Behavioral Differences Using Web Tracking Data." Proceedings of the International AAAI Conference on Web and Social Media 15 (May 22, 2021): 327–38. http://dx.doi.org/10.1609/icwsm.v15i1.18064.

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Understanding human activities and movements on the Web is not only important for computational social scientists but can also offer valuable guidance for the design of online systems for recommendations, caching, advertising, and personalization. In this work, we demonstrate that people tend to follow routines on the Web, and these repetitive patterns of web visits increase their browsing behavior's achievable predictability. We present an information-theoretic framework for measuring the uncertainty and theoretical limits of predictability of human mobility on the Web. We systematically asse

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Arslan, Afra, Koray Tecimer, Hacer Turgut, et al. "A Comprehensive Framework for Measuring the Immediate Impact of TV Advertisements: TV-Impact." Entropy 26, no. 2 (2024): 109. http://dx.doi.org/10.3390/e26020109.

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Measuring the immediate impact of television advertisements (TV ads) on online traffic poses significant challenges in many aspects. Nonetheless, a comprehensive consideration is essential to fully grasp consumer reactions to TV ads. So far, the measurement of this effect has not been studied to a large extent. Existing studies have either determined how a specific focus group, i.e., toddlers, people of a certain age group, etc., react to ads via simple statistical tests using a case study approach or have examined the effects of advertising with simple regression models. This study introduces

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Mr., J. Muralidharan, Dr.M.Vijayalakshmi, and Mrs.S.Sangheetha3. "Linkedin Marketing – An Effective Platform for Generating Leads." 'Journal of Research & Development' 15, no. 13 (2023): 185–88. https://doi.org/10.5281/zenodo.8149518.

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LinkedIn marketing has various advantages for companies looking to improve their online presence and reach their target audience. This abstract gives a concise explanation of the advantages, procedures, and main concepts underlying LinkedIn marketing. It emphasizes the benefits of using LinkedIn for brand awareness, lead creation, and professional networking. The abstract also includes a simple step-by-step approach to LinkedIn marketing, such as optimizing your profile, providing compelling content, networking, and assessing performance. Businesses that follow these procedures may successfull

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Mr., J. Muralidharan, Dr.M.Vijayalakshmi, and Mrs.S.Sangheetha. "Linkedin Marketing – An Effective Platform for Generating Leads." 'Journal of Research & Development' 15, no. 14 (2023): 29–32. https://doi.org/10.5281/zenodo.8241208.

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LinkedIn marketing has various advantages for companies looking to improve their online presence and reach their target audience. This abstract gives a concise explanation of the advantages, procedures, and main concepts underlying LinkedIn marketing. It emphasizes the benefits of using LinkedIn for brand awareness, lead creation, and professional networking. The abstract also includes a simple step-by-step approach to LinkedIn marketing, such as optimizing your profile, providing compelling content, networking, and assessing performance. Businesses that follow these procedures may successfull

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Mughees, Muhammad Haris, Zhiyun Qian, and Zubair Shafiq. "Detecting Anti Ad-blockers in the Wild." Proceedings on Privacy Enhancing Technologies 2017, no. 3 (2017): 130–46. http://dx.doi.org/10.1515/popets-2017-0032.

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Abstract The rise of ad-blockers is viewed as an economic threat by online publishers who primarily rely on online advertising to monetize their services. To address this threat, publishers have started to retaliate by employing anti ad-blockers, which scout for ad-block users and react to them by pushing users to whitelist the website or disable ad-blockers altogether. The clash between ad-blockers and anti ad-blockers has resulted in a new arms race on the Web. In this paper, we present an automated machine learning based approach to identify anti ad-blockers that detect and react to ad-bloc

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GRYSHCHENKO, Ivan, and Dmytro SHKODA. "THE SPECIFICS OF ORGANIZING AN END-TO-END MARKETING INTERNET ANALYTICS SYSTEM." Management 35, no. 1 (2023): 22–32. http://dx.doi.org/10.30857/2415-3206.2022.1.2.

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Introduction and purpose of the study. Nowadays, during the period of intensive development of the network economy, Internet marketing in business is becoming more and more relevant, in particular Web analytics of business, which should not be based on theoretical indicators, such as the number of applications/calls from the site, but on important for business: the number sales and the amount of income. End-to-end analytics allows you to understand which customers are really beneficial for the business. End-to-end analytics is an analysis of the effectiveness of advertising campaigns based on

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Fraser, Chris, Paul Dargusch, and Genia Hill. "Meeting the Net Zero Emissions Challenge – Alphabet’s Carbon Management Actions and Opportunities." Advances in Environmental and Engineering Research 3, no. 2 (2022): 1. http://dx.doi.org/10.21926/aeer.2202026.

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The first step in managing an entity’s carbon emissions involves measurement as ‘what gets measured gets managed’ and measurement lies at the heart of carbon management. The study of carbon management is important to all stakeholders as it enables calculation of emissions that can help determine opportunities for emissions reductions to address climate change which can improve energy efficiency and brand reputation. Alphabet is an interesting company to study given its main commercial activities relate to the development and use of information technology and provision of online services. It re

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Vlassi, Eirini, Andreas Papatheodorou, and Nicholas Karachalis. "Evaluating the Effectiveness of Online Destination Marketing Campaigns from a Sustainability and Resilience Viewpoint: The Case of “This Is Athens & Partners” in Greece." Sustainability 16, no. 17 (2024): 7649. http://dx.doi.org/10.3390/su16177649.

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The need for a consistent marketing evaluation framework has been highlighted by destination authorities, who in collaboration with academia and marketing professionals have sought to formulate methodologies for measuring the impact of their campaigns. Although several attempts have been made, no simple solution has emerged for evaluating destination marketing activities. This study draws on This is Athens & Partners to reveal the interaction that should take place when destination authorities employ external experts to implement and evaluate their marketing campaigns. The collaboration re

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Khaki, Maryam, and Aminollah Jafarpour. "Forecasting the trend of specialized digital marketing of social media in Iran." International Journal of Applied Research in Management, Economics and Accounting 1, no. 2 (2024): 42–52. http://dx.doi.org/10.63053/ijmea.8.

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This article examines the role of social media as a powerful factor in marketing and its impact on organizational structure with a special focus on digital marketing. It outlines the components and roadmap for integrating digital marketing into social media. This research used customers who used the services and products of Internet businesses. 384 people were randomly selected The research questionnaire has been given to them. After providing them with the questionnaire, the analysis of the information obtained from the implementation of the questionnaires has been done using the method of st

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