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Journal articles on the topic 'Online advertising'

Author: Grafiati

Published: 4 June 2021

Last updated: 22 February 2025

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1

Behboudi, Mehdi, and Hamideh Mokhtari. "Online Advertising." International Journal of Innovation in the Digital Economy 8, no. 3 (July 2017): 49–64. http://dx.doi.org/10.4018/ijide.2017070104.

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The purpose of this chapter is to provide some insights into advertisements on the Iranian websites. Firstly, in publisher side, is the ethic a matter of fact in accepting Internet advertisements to publish? Second, to provide a preliminary insight into the advertising of pleasant and objectionable products, which one is more? Third, what kind of the involvement (rational or emotional) used more to publish Internet advertisements? In pursuing these goals, the content of 649 ads through 205 websites and 751 ads through 138 weblogs was analyzed. Content analysis was used to verify the data. In order to avoid the miscoding of contents, two researchers conducted the analysis and Intercoder reliability used to this goal. The authors found that (1) all 649 analyzed ads in Iranian websites are belonged to ethical ads and no unethical advertisement found at websites, (2) the majority of published advertisements are belonged to “high involvement product with rational appeal”, (3) the “objectionable product ads” at Iranian weblogs (%68) was more “pleasant product ads” (%32). This study by analyzing 1400 advertisements gives managers some insights and solutions regarding to advertising on the Iranian Internet domains. These experimental evidences regarding to ethics, pleasant and objectionable products and the type of involvement in Internet advertising in Iran have attracted little research attention.

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Behboudi, Mehdi, and Amir Abedini Koshksaray. "Online Advertising." International Journal of Innovation in the Digital Economy 8, no. 4 (October 2017): 1–17. http://dx.doi.org/10.4018/ijide.2017100101.

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This study expands previous models of avoidance on online advertising, in particular, Cho and Cheon (2004)'s model, and examines two new dimensions on why people avoid advertising on the Internet. The study presents a comprehensive theoretical model and examines seven exogenous latent variables based on structural equation modeling, SEM. By using SEM the authors found that seven latent variables including user-perceived ad quality, internet life style, primary motives, gender differences (initial ad avoidance), perceived ad clutter, prior negative experience, and perceived goal impediment (further ad avoidance) collectively explain why people avoid advertising on the Internet. The authors found that avoidance has two key dimensions «initial ad avoidance» and «further ad avoidance.”

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3

BARBU, Cristina Mihaela, Ștefan PONEA, and Cristiana Luminiţa BOGDĂNOIU. "OFFLINE ADVERTISING VERSUS ONLINE ADVERTISING." Theoretical and Practical Research in the Economic Fields 10, no. 2 (December 31, 2019): 118. http://dx.doi.org/10.14505/tpref.v10.2(20).05.

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The starting point of the article is the following: is the online environment appropriate to the requirements and needs for affirmation and efficiency of advertising considered a concern by itself? How effective is this advertising model? How can we demonstrate the effectiveness of online advertising? What new does this "new media" bring? The present paper aims to define online advertising in the light of the environment in which it is developed but also of the promotion tools and to present the stages of designing an advertising campaign conducted exclusively in the online environment.

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Hanafizadeh, Payam, Mehdi Behboudi, and Hamideh Mokhtari Hasanabad. "Online Advertising Intermediary." International Journal of Online Marketing 4, no. 1 (January 2014): 29–38. http://dx.doi.org/10.4018/ijom.2014010103.

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Applying bleeding edge courses of action in advertising is always a case on the table of decision makers. In online case, lack of a practice to place right advertisement in a right time for the right user has been counted as biggest challenage. On the other hand, “ad clutter”, the key criticism on online advertising; is about to put online advertisement's benefits away and annoying users more than before. Accordingly, this article aims at scrutinizing this critical problem by incorporating one of the next generation technologies, Lead Generation. This study introduces an e-business framework in advertisement intermediating in the form of a framework so that lets advertisers advertise in customized way. In this approach, the authors focused on displaying a personalized ad for each user by which marketers could redirect their visiting prospects into becoming their own consumers. At the end, the managerial implications are reported.

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Kshetri, Nir, and Jeffrey Voas. "Online Advertising Fraud." Computer 52, no. 1 (January 2019): 58–61. http://dx.doi.org/10.1109/mc.2018.2887322.

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Lobschat, Lara, Ernst C. Osinga, and Werner J. Reinartz. "What Happens Online Stays Online? Segment-Specific Online and Offline Effects of Banner Advertisements." Journal of Marketing Research 54, no. 6 (December 2017): 901–13. http://dx.doi.org/10.1509/jmr.14.0625.

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Many firms are allocating increasing parts of their advertising budgets to banner advertising. Yet, for firms that predominantly sell offline, existing research provides little guidance on online advertising decisions. In this study, the authors analyze the impact of banner advertising on consumers’ online and offline behavior across multiple distinct campaigns for one focal firm, which predominantly sells through the offline channel. Results suggest that banner and TV advertising increase website visit incidence for consumers who have not visited the focal firm's website in the previous four weeks (nonrecent online consumers). For these consumers, banner and TV advertisements indirectly increase offline sales through website visits. For consumers who have visited the firm's website in the previous four weeks (recent online consumers), the authors find evidence for a cross-campaign, brand-building effect of banner advertising, and TV ads also directly affect offline purchases. Overall, the findings indicate that for firms that predominantly (or even exclusively) sell offline, banner advertising is most suitable to generate awareness for a firm's new products among nonrecent online consumers, and to build their brand(s) among recent online consumers.

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7

Kim, Jung Seek. "National Culture and Advertising Sensitivity to Business Cycles: A Reexamination." Journal of International Marketing 28, no. 4 (May 21, 2020): 41–57. http://dx.doi.org/10.1177/1069031x20923310.

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The author reexamines the cyclical sensitivity of national advertising expenditure with a longitudinal data set of 59 countries over 35 years. In contrast to prior studies, the author examines the effects of the entire set of Hofstede culture dimensions to study cross-country variation in the advertising sensitivity and investigates how the emergence and growth of online advertising has transformed the cyclical sensitivity of advertising spending. National culture substantially affects advertising’s cyclical sensitivity, but in different ways than hypothesized previously. Consistent with the literature, advertising sensitivity is lower in long-term-oriented and high-uncertainty-avoidant countries and is unrelated to individualism. However, power distance is unassociated with cyclical sensitivity, and masculinity and indulgence—the two dimensions ignored in previous research—reduce cyclical sensitivity. Moreover, there is evidence that culture operates differently for the cyclical sensitivity of online advertising. Advertising expenditure is cyclically much more sensitive than documented previously and has grown more so over time since the advent of online advertising. This study provides initial evidence that online spending is more elastic than traditional advertising and that traditional spending has become more procyclical. The author advances timely and refined empirical generalizations on the cyclical sensitivity of advertising expenditure.

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8

Anusha. "EFFECTIVENESS OF ONLINE ADVERTISING." International Journal of Research -GRANTHAALAYAH 4, no. 3SE (March 31, 2016): 14–21. http://dx.doi.org/10.29121/granthaalayah.v4.i3se.2016.2772.

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Advertising has come a long way today. More and more new medium is being explored each day to make a successful advertising campaign. Internet that has in recent times picked up as advertising medium has become the favorite of the advertiser in no time. Online advertisement, also called internet advertising uses the internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. This study reveals that the effectiveness of on line advertising and usefulness and the reasons for using online advertisement. For this the study takes percentage and Lickert’s scaling techniques.

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Sridhar, Shrihari, and Srinivasaraghavan Sriram. "Is online newspaper advertising cannibalizing print advertising?" Quantitative Marketing and Economics 13, no. 4 (October 5, 2015): 283–318. http://dx.doi.org/10.1007/s11129-015-9160-3.

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10

Alfina, Alfina Damayani, and Asep Hermawan. "ANTESEDEN DARI CLICK INTENTION DALAM ONLINE BEHAVIORAL ADVERTISING DI E-COMMERCE." Jurnal Ekonomi Trisakti 3, no. 2 (September 4, 2023): 3091–102. http://dx.doi.org/10.25105/jet.v3i2.17997.

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Tujuan penelitian ini untuk mengetahui pengaruh Online Behavioral Advertising Relevance, Online Behavioral Advertising credibility, Online Behavioral Advertising Perceived Usefulness, Online Behavioral Advertising Acceptance, Online Behavioral Advertising Avoidance, dan Click Intention di E- commerce. Data dikumpulkan melalui penyebaran kuesiner kepada 260 responden. Uji Instrumen data menggunakan validitas dan reliabilitas. Uji hipotesis menggunakan (SEM). Hasil penelitian menunjukan bahwa terdapat pengaruh positif Online Behavioral Advertising Relevance terhadap Online Behavioral Advertising Acceptance, terdapat pengaruh positif Online Behavioral Advertising Credibility terhadap Online Behavioral Advertising Acceptance, terdapat pengaruh positif Online Behavioral Advertising Perceived Usefulness terhadap Online Behavioral Advertising Acceptance, terdapat pengaruh negatif Online Behavioral Advertising Avoidance terhadap Click Intention dan terdapat pengaruh positif Online Behavioral Advertising Acceptance terhadap Click Intention.

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11

Eka Santi, Devita. "PERAN ONLINE ADVERTISING PADA PEMASARAN AXIS." SOURCE : Jurnal Ilmu Komunikasi 6, no. 1 (April 28, 2020): 58. http://dx.doi.org/10.35308/source.v6i1.1768.

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Abstract: In this era of the growth of technology, the internet user is significantly increasing each year. During advertising activities, companies start using internet to advertise their products or services. Online advertising activities keep increasing dramatically. Advertising business do much more activities on internet to send message as marketing form to audiences. There are various online advertising using the internet nowadays. Online advertising is done to build awareness until purchase decision of the products or services which has been advertised to the audiences. In this research has been described various types of online advertising that has been done by Axis, such as search engine optimization, search engine marketing, social media advertising, and placement banner. Online advertising which has been done by Axis is to build awareness, consideration, purchase decision to the audiences who access the online advertising. Online advertising is done to reach the target audiences of Axis and instill Axis brand in the mind of the audiences (top of mind) Keywords: Advertising, Online Advertising, Build Awareness, Purchase Decision

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de Cornière, Alexandre, and Romain de Nijs. "Online advertising and privacy." RAND Journal of Economics 47, no. 1 (January 8, 2016): 48–72. http://dx.doi.org/10.1111/1756-2171.12118.

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13

Choi, W. Jason, and Amin Sayedi. "Learning in Online Advertising." Marketing Science 38, no. 4 (July 2019): 584–608. http://dx.doi.org/10.1287/mksc.2019.1154.

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Srivatchan, Karthik, and Dr V. Dhayalan. "Effectiveness of online advertising." International Journal of Research in Management 6, no. 1 (January 1, 2024): 533–36. http://dx.doi.org/10.33545/26648792.2024.v6.i1f.188.

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Lazaryan, S. St, A. K. Botasheva, and S. R. Koblev. "Political online advertising: the main paradigms of research." Sovremennaya nauka i innovatsii, no. 4 (44) (2023): 231–38. http://dx.doi.org/10.37493/2307-910x.2023.4.28.

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In the article, Internet advertising is revealed as a socio-political phenomenon, where the authors turn to various paradigms as general theoretical orientations for cognition of the phenomenon. It is proved that studies of the socio-political reality of the life of modern society, which can no longer do without Internet advertising, including political advertising, are based on three main paradigmatic foundations: structural, interpretive, unifying (integrative). It is revealed that Internet advertising as a social institution acts as a political phenomenon, among other things, and is a fairly stable set, which is quite easy to identify as a set of formal and informal rules designed to serve the interests, first of all, of advertising producers.

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Deshmukh, Monal, and Ashok Kumar Chandra. "Online Advertising: Potential and Effect on Business." International Journal of Scientific Engineering and Research 1, no. 2 (February 27, 2013): 97–101. https://doi.org/10.70729/2131018.

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17

Lu, Lu, Yan Wang, Jian Ping Chai, and Fu Lian Yin. "Summarize on Evaluation of Advertising Effect." Advanced Materials Research 971-973 (June 2014): 2418–23. http://dx.doi.org/10.4028/www.scientific.net/amr.971-973.2418.

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With the rapid development of the society, advertising is self-evident when many products want to enter the market. Advertisers are eager to know whether their advertisements take effect. Therefore, evaluation of advertising’s effect is crucial. In this paper, it introduces the evaluations of online advertising and television advertising, and makes a simple analysis on the advantages and disadvantages of the main methods.

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18

Berlian, Christian Wahyu. "Traffic online ads design through Advertising effectiveness “A case of online banner ads on the Tribun Bali website page”." REVIEW OF MANAGEMENT, ACCOUNTING, AND BUSINESS STUDIES 2, no. 2 (December 31, 2021): 91–103. http://dx.doi.org/10.38043/revenue.v2i2.4164.

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Advertising has a very important role in achieving a company's goals. Of course, the advertising made by the company must be effective so that the purpose of the advertisement is made to the public and right on target. There are many factors that affect the effectiveness of advertising such as the stimulus of advertising, advertising messages, and advertising media. The purpose of this study is to examine the effect of Advertising Stimulus, Advertising Messages, and Advertising Media on Advertising Effectiveness. The object of this research is the TribunBali website and the number of respondents in this study is 120 people. In data processing, data is processed using SPSS and the results of data processing show that Advertising Stimulus has a positive influence on Advertising Effectiveness, Advertising Messages have a positive effect on Advertising Effectiveness and Advertising Media has a negative effect on Advertising Effectiveness. Based on the results of the analysis, to be able to produce an advertisement that has high effectiveness, namely by paying attention to the advertising stimulus in the ad and paying attention to the advertising message that will be delivered in the advertisement. Meanwhile, the selection of advertising media for the research object is not effective.

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Ha, Louisa. "Online Advertising Research in Advertising Journals: A Review." Journal of Current Issues & Research in Advertising 30, no. 1 (March 2008): 31–48. http://dx.doi.org/10.1080/10641734.2008.10505236.

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20

Lee, Kyunglyul, Heebok Lee, and Moonki Hong. "Inconvenient Online Advertising and Online Users’ Perception." Korean Journal of Advertising 27, no. 5 (July 15, 2016): 53–73. http://dx.doi.org/10.14377/kja.2016.7.15.53.

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Peng, Jianping, Guoying Zhang, Shaoling Zhang, Xin Dai, and Jing Li. "Effects of online advertising on automobile sales." Management Decision 52, no. 5 (June 10, 2014): 834–51. http://dx.doi.org/10.1108/md-10-2012-0753.

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Purpose – The purpose of this paper is to explore the effects of online advertising spending on automobile sales through both search and non-search advertising. Design/methodology/approach – Sales data of the top 52 vehicle models were collected in two consecutive years in China. The advertising spending data of both formats were collected from a leading consulting company and a major search engine company. Then several empirical models were proposed to evaluate the effects of online advertising on automobile sales. Two extended models were further investigated for search advertising. Findings – The results revealed that both formats of online advertising have significantly positive effects on automobile sales. However, excessive spending on non-search advertising does not help sales and a moderate budget is preferred. On the other hand, spending on search advertising has no such constraint to improve the vehicle sales. Practical implications – The empirical findings have proved the importance of online advertising to the automobile companies and thus can help companies improve their decision making in online advertising allocation strategies. Originality/value – This study provides a better understanding of the relationship between online advertising spending and automobile sales, and helps business to define sophisticated online advertising strategies to improve sales performance.

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Torres, Ariana P., Alicia L. Rihn, Susan S. Barton, Bridget K. Behe, and Hayk Khachatryan. "Evaluating the Business and Owner Characteristics Influencing the Adoption of Online Advertising Strategies in the U.S. Green Industry." HortScience 56, no. 6 (June 2021): 659–66. http://dx.doi.org/10.21273/hortsci15766-21.

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Online advertising is becoming a mainstay business practice to reach firms’ customer bases. Yet, the adoption and use of online advertising in the green industry are topics that have not been adequately researched. Using a national survey of green industry firms conducted in 2019, this research uses a double-hurdle model to investigate factors that impact firms’ adoption of, and amount spent on, online advertising. Our results show that one-third of the companies invested in online advertising. Of those investing in online advertising, the average percentage of online advertising as a share of all advertising expenditures was 46%. Small businesses were less likely to invest in online advertising compared with larger businesses; however, once they invested in online advertising, the percentage of investment was 25% higher among small firms when compared with their larger counterparts. Increasing years in operation as well as trade show participation was related to a 3% decrease in likelihood to use online advertising. Business owners who perceived hiring competent employees as a barrier to business growth invested 19% less of their advertising budget in online channels, which may indicate a lack of human resources to advertise online. We also compared the industry results with data from a 2014 survey and found the amount invested in online advertising increased ≈3% to 5% between studies. The percentage in wholesale sales influenced the amount spent on online advertising in 2014 but not in 2019. Being a small firm in 2014 increased the amount spent on online advertising, but the effect was 14% lower in 2019. In 2014, firms located in the Pacific, Southcentral, and Southeast U.S. regions invested more in online advertising compared with other regions, but in 2019, the only geographic difference was that firms in the Great Plains spent less on online advertising. Despite their lower adoption rates, the increased expenditures on online advertising implies that smaller firms that implement online advertising receive value through that channel and are willing to allocate more resources to leverage its reach. Firms contemplating adopting and investing in online advertising should consider their resource availability and marketing goals related to reaching different customer groups through online advertising.

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ERDUR, İbrahim Salim. "CHANGING TRENDS IN ADVERTISING AND ONLINE STRATEGIES: A SYSTEMATIC REVIEW OF ONLINE ADVERTISING." INTERNATIONAL REFEREED JOURNAL OF MARKETING AND MARKET RESEARCHES, no. 8 (August 30, 2016): 57. http://dx.doi.org/10.17369/uhpad.2016821931.

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Wang, Chenyan. "To What Extent Does Online Advertising Influence Consumer Purchases?" Journal of Applied Economics and Policy Studies 9, no. 1 (September 19, 2024): 13–22. http://dx.doi.org/10.54254/2977-5701/9/2024069.

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This research is to evaluate the extent to which online advertisements influence consumer purchases. With the popularization of the Internet, online advertising has become increasingly rich and diverse. First of all, this research analyzed the history of advertising and how advertising works, explored all the different types of advertising. Then, based on the existing research content and practical situation, three representative types of influential advertisements were selected from various types of online advertising for research. These three representative types of advertisements are: paid search advertising, social media advertising, and video advertising. The study conducted an in-depth analysis of the operational models of three types of online advertising, their impact on consumers, and the similarities and differences among the three types of advertising. Based on comparative research, draw research conclusions. Online advertising can have a certain degree of impact on consumer behavior, and compared to social media advertising and video advertising, paid search advertising has a greater impact. Finally, based on the analysis of the impact of online advertising on consumer purchases, the role and economic benefits of online advertising in the entire purchasing process were further summarized. This will be more helpful for production enterprises, advertisers, and consumers to make better decisions and facilitate the efficient operation of the market economy.

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Liao, Yingjie. "Analysis of the Impact of Online Advertising Strategy on Convenience Food Consumers' Purchasing Behavior." Highlights in Business, Economics and Management 19 (November 2, 2023): 527–32. http://dx.doi.org/10.54097/hbem.v19i.11996.

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In recent years, with the continuous expansion of the convenience food market in China, as well as the characteristics and sales characteristics of its products and the suitability of online advertising, scholars have paid more attention to and studied how to attract consumers to purchase products through unique online advertising styles, content and delivery channels. In order to cope with consumer consumption upgrades and break through product homogenization. In this paper, the author summarizes the three characteristics of online advertising, strong interactivity, diverse forms and personalization, and classifies online advertising according to different release channels of online advertising, so as to explain the important role that online advertising can play in convenience food marketing, and analyze the most suitable types of online advertising and advertising characteristics for convenience food marketing. The author uses the literature survey method and case analysis method to analyze and evaluate the current situation of convenience food online advertising, and there are many problems in China's convenience food online advertising and marketing at this stage, such as false advertising content, plagiarism, imitation, and excessive similarity. The author draws inspiration by analyzing excellent marketing cases, gives examples, summarizes the content that should be improved in convenience food online advertising, and gives suggestions on online advertising strategies to promote convenience food sales. This includes a focus on social media, brand positioning, and a focus on sensitive issues.

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Arzhanova, K. A., and A. I. Eremeeva. "Brand promotion through online advertising: current tools." Digital Sociology 7, no. 1 (April 23, 2024): 32–40. http://dx.doi.org/10.26425/2658-347x-2024-7-1-32-40.

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In the conducted research, the authors describe the features of brand promotion using Internet marketing tools. The key types of online advertising and their differences are given alongside with the data on the Internet advertising market and its specifics. The purpose of the study was to determine the features of brand promotion with the help of online advertising. To achieve it, the following objectives were set: to consider the available types of online advertising; to analyse the cases of 5 Russian companies; to determine the specifics of promoting companies through advertising on the Internet. The research methodology was based on the works on Internet marketing and brand promotion. The authors analysed 5 cases of large Russian companies related to Internet marketing: Aviasales, Yota, Dodo Pizza, Tinkoff Bank, Samokat. In particular, the effective influence marketing of Aviasales and its integration with Yandex were noted alongside with the use of contextual, targeted and unusual advertising by Yota to increase awareness. In addition, the features of managing SMM (social media marketing) by Dodo Pizza, effective advertising campaigns of Tinkoff Bank and commercials based on the research of the target audience of Samokat were highlighted. The following characteristics of brand promotion using online advertising were identified: interactivity, the ability to test advertising creatives, simplicity of calculating results, the need to create bright advertising campaigns in order to increase brand competitiveness.

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Santirianingrum Soebandhi and Bayu Fadian Putra. "Online newspapers and banner Ads." International Journal of Business Ecosystem & Strategy (2687-2293) 5, no. 2 (May 15, 2023): 94–101. http://dx.doi.org/10.36096/ijbes.v5i2.407.

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Rapid growth in online advertising revenues indicates that World Wide Web advertising is viable as an alternative to traditional media. In this new environment, academics and practitioners acknowledge the importance of establishing credibility and providing informative information in commercials. The current study analyzes the effectiveness of banner advertising and examines the impacts of (1) advertiser credibility and (2) informative advertisement on consumer attitudes toward advertisements and brands advertised on the online newspaper website detik.com. A survey of 104 respondents aged 16-35 was conducted using self-administered structured questionnaires. Structural equation modeling was then used to test and refine a model representing correlated relationships among the variables. The findings implied that advertiser credibility and the substance of informative advertising influenced attitudes toward advertising, whereas attitudes toward brands were affected by all variables investigated. For business practitioners, this study suggested that to improve customer attitudes toward advertisements and brands advertised; advertisers should assess the credibility and information delivered in advertisements.

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Nguyen, Thanh Duy, Nghia Dinh Tran, and Cuong Manh Pham. "Proposing the online advertising on social network adoption model in Vietnam." Science and Technology Development Journal 16, no. 3 (September 30, 2013): 5–19. http://dx.doi.org/10.32508/stdj.v16i3.1626.

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Social network is strongly growing and is increasingly becoming an integral part of the daily life of people in all over the world; online advertising on social networks is a potential market for the business towards. With the booming development of web 2.0, online advertising is showing a remarkable transformation, Vietnam marketers are approaching the new form of online advertising on social network such as facebook, zingme, google+, linkedin, twitter, yume... The studies showed that the popularity of online advertising on social networking is essential. This study proposes a new model that is online advertising on social network adoption model in Vietnam. Research results shows that independent factors affect to attitude toward advertising and attitude toward advertising affects to online advertising on social networks; all proposed hypotheses are accepted. The model explains 72.9% of variance in the online advertising on social network adoption.

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Dinanti, Cemara Drearsita, and Sigit Pramono Hadi. "ANALISIS NATIVE ADVERTISING SEBAGAI KONTEN MEDIA ONLINE DREAMERS.ID." Desain Komunikasi Visual, Manajemen Desain dan Periklanan (Demandia) 6, no. 1 (March 1, 2021): 166. http://dx.doi.org/10.25124/demandia.v6i1.3424.

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Native advertising secara halus menyesuaikan bentuk kontennya dengan media yang menerbitkannya. dreamers.id sebagai media online yang secara masif menyebarkan konten native advertising namun memiliki bounce rate rendah dibanding kompetitor lain. Penelitian ini bertujuan untuk mengeksplorasi bagaimana native advertising sebagai konten media online dalam dreamers.id. Pendekatan penelitian mengunakan metode kualitatif dan bersifat deskriptif. Penelitian dilakukan dengan mewawancarai empat informan yang terdiri dari Kepala Redaksi dreamers.id, Account Executive dreamers.id, Marketing Executive CIMB Niaga, dan audiens. Dari hasil penelitian diperoleh bahwa konten native advertising yang dihasilkan oleh dreamers.id memuat pesan informasi dan merek. Penyebaran konten native advertising dilakukan melalui semua platform yang dimiliki dreamers.id seperti website, radio online, dan media sosial. Selain itu, keterlibatan komunitas, akun sosial media berbayar, serta kerjasama dengan influencer dan kanal berita lain juga dilakukan untuk memperluas penyebaran konten native advertising. Hal ini agar mencapai objektif yang telah ditentukan sehingga dapat berdampak bagi dreamers.id, pengiklan, maupun audiens. Konten native advertising mampu membentuk awareness dari audiens, namun belum dapat mencapai tujuan lain dalam beriklan. Hasil dari penelitian ini diharapkan menjadi kajian dan acuan dalam membentuk konten native advertising secara efektif.Kata Kunci: Native advertising, Media Online, Online Advertising

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Cauffman, Caroline. "Editorial: Discrimination in Online Advertising." Maastricht Journal of European and Comparative Law 28, no. 3 (June 2021): 283–86. http://dx.doi.org/10.1177/1023263x211022526.

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Janssens, Wim, Patrick De Pelsmacker, and Maggie Geuens. "Online advertising and congruency effects." International Journal of Advertising 31, no. 3 (January 2012): 579–604. http://dx.doi.org/10.2501/ija-31-3-579-604.

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Sun, Jie, Lingchen Zhao, Zhuotao Liu, Qi Li, Xinhao Deng, Qian Wang, and Yong Jiang. "Practical differentially private online advertising." Computers & Security 112 (January 2022): 102504. http://dx.doi.org/10.1016/j.cose.2021.102504.

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Jain, Dhairyata, and Dr Pooja Jain. "Online Advertising- Transforming the Masses." IJEMR 2, no. 1 (March 31, 2018): 41–46. http://dx.doi.org/10.22662/ijemr.2018.2.1.041.

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Radygina, Evgeniya G. "Marketing relations in online advertising." Economic Consultant 36, no. 4 (December 1, 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 contemporary periodicals: Journal of Targeting Measurement and Analysis for Marketing, Electronic Markets, Marketing, etc. The study of Internet resources was based on the authors’ own data received by analysing the portals WebCanape, WebsiteSetup, Statista, etc. Results. There are nearly half a billion new users on social media; trillions of dollars have been spent in online stores, according to the annual Global Digital 2021 report. As of October 2021, the most popular social networks in the world by the number of active users (in millions) are Facebook (2,894), YouTube (2,291), WhatsApp (2,000), Instagram (1,393), Facebook Messenger (1,300), Weixin/WeChat (1,251), TikTok (1,000), etc. The Internet as a new business environment differs from traditional economic sectors by a higher level of heterogeneity. From the standpoint of marketing, the Internet makes it possible to simultaneously bring a message to a large number of users (mass communication is ensured), on the other hand, to customise the offer for specific consumers according to their needs. Conclusion. Contemporary marketing follows the consumer, i.e. uses the online environment as a point of contact with the consumer to promote and distribute products. Relationship marketing theories are based on the need for companies to invest in relationships between themselves and consumers. Relationship marketing focuses on taking relationships between the company and the consumer from a state of engagement to that of loyalty. Each customer has a personality and his/her relationship with a particular brand becomes the dominant factor influencing his/her decision regarding purchase or service.

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Frick, Vivian, Maike Gossen, and Sara Elisa Kettner. "Does online advertising stimulate overconsumption?" Ökologisches Wirtschaften - Fachzeitschrift 37, no. 1 (February 28, 2022): 46–50. http://dx.doi.org/10.14512/oew370146.

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Alongside its many potentials for sustainable consumption, digitalization also bears considerable risks. Online marketing strategies may increase consumption levels. New results of an experimental study provide multifaceted insights for future research and marketing practice.

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Ratliff, J. D., and D. L. Rubinfeld. "ONLINE ADVERTISING: DEFINING RELEVANT MARKETS." Journal of Competition Law and Economics 6, no. 3 (August 7, 2010): 653–86. http://dx.doi.org/10.1093/joclec/nhq011.

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Ratliff, J. D., and D. L. Rubinfeld. "ONLINE ADVERTISING: DEFINING RELEVANT MARKETS." Journal of Competition Law and Economics 7, no. 1 (February 2, 2011): 241. http://dx.doi.org/10.1093/joclec/nhr002.

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Dave, Ainish, Hardik Gajera, and Manik Lal Das. "Privacy-preserving targeted online advertising." International Journal of Social Computing and Cyber-Physical Systems 2, no. 2 (2019): 132. http://dx.doi.org/10.1504/ijsccps.2019.100196.

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Das, Manik Lal, Ainish Dave, and Hardik Gajera. "Privacy-preserving targeted online advertising." International Journal of Social Computing and Cyber-Physical Systems 2, no. 2 (2019): 132. http://dx.doi.org/10.1504/ijsccps.2019.10021908.

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Weigold, Michael. "Succeeding in Online Advertising Education." Journal of Advertising Education 24, no. 1 (April 22, 2020): 69–73. http://dx.doi.org/10.1177/1098048220917129.

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McCoy, Scott, Andrea Everard, Peter Polak, and Dennis F. Galletta. "The effects of online advertising." Communications of the ACM 50, no. 3 (March 2007): 84–88. http://dx.doi.org/10.1145/1226736.1226740.

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Joo, Mingyu, Kenneth C. Wilbur, Bo Cowgill, and Yi Zhu. "Television Advertising and Online Search." Management Science 60, no. 1 (January 2014): 56–73. http://dx.doi.org/10.1287/mnsc.2013.1741.

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Mahayossanand, Rachaya, Phuwamate Chaipatnithikul, Narubordin Chintrakul, and Narameth Nananukul. "Business Intelligence for Online Advertising." Advanced Science Letters 23, no. 5 (May 1, 2017): 4091–96. http://dx.doi.org/10.1166/asl.2017.8326.

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Oger, Mustafa, Isa Olmez, Erinc Inci, Serkan Kücükbay, and Fatih Emekci. "Privacy Preserving Secure Online Advertising." Procedia - Social and Behavioral Sciences 195 (July 2015): 1840–45. http://dx.doi.org/10.1016/j.sbspro.2015.06.405.

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Buchbinder, Niv, Moran Feldman, Arpita Ghosh, and Joseph Naor. "Frequency capping in online advertising." Journal of Scheduling 17, no. 4 (January 23, 2014): 385–98. http://dx.doi.org/10.1007/s10951-014-0367-z.

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Chawla, Sudhir K., Jaime Ellis, Arvinder S. Saluja, and Mary F. Smith. "Global Perceptions of Online Advertising." Journal of Professional Services Marketing 19, no. 1 (September 1999): 91–98. http://dx.doi.org/10.1300/j090v19n01_07.

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Chawla, Sudhir, Jaime Ellis, Arvinder Saluja, and Mary Smith. "Global perceptions of online advertising." Services Marketing Quarterly 19, no. 1 (1999): 91–98. http://dx.doi.org/10.1080/15332969.1999.9985360.

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Masoni, M., M. R. Guelfi, and G. F. Gensini. "Online healthcare advertising needs regulation." BMJ 342, mar03 1 (March 3, 2011): c5778. http://dx.doi.org/10.1136/bmj.c5778.

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Liaukonyte, Jura, Thales Teixeira, and Kenneth C. Wilbur. "Television Advertising and Online Shopping." Marketing Science 34, no. 3 (May 2015): 311–30. http://dx.doi.org/10.1287/mksc.2014.0899.

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Sayedi, Amin, Kinshuk Jerath, and Marjan Baghaie. "Exclusive Placement in Online Advertising." Marketing Science 37, no. 6 (November 2018): 970–86. http://dx.doi.org/10.1287/mksc.2018.1098.

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