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Journal articles on the topic 'Types of online advertising'
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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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Korgaonkar, Pradeep K., Ronnie Silverblatt, and Enrique P. Becerra. "The Hispanic View of E-mail, Popup, and Banner Advertising." International Journal of E-Business Research 6, no. 2 (April 2010): 45–58. http://dx.doi.org/10.4018/jebr.2010040103.
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In this paper, the authors broadly investigate Hispanic consumer attitudes and their sociological behaviors toward online advertising. The study documents the correlation between Hispanic attitudes, behaviors, and three types of online advertising that have an effect on cultural distinctions. Additionally, the study compares the group’s attitudes toward TV advertising vis-à-vis the three types of online advertising to compare the two medium’s similarities and differences. Notably, Hispanics favor e-mail advertising and banner advertising over popup advertising, while Hispanics continue to enjoy advertising on television more than any of the three types of Web advertising that this paper will discuss.
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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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Watts, Alison. "Fairness and Efficiency in Online Advertising Mechanisms." Games 12, no. 2 (April 15, 2021): 36. http://dx.doi.org/10.3390/g12020036.
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Online advertising often involves targeting ads to certain types of consumers where ads are commonly sold by generalized second price auctions. However, such an auction or mechanism could be considered unfair if similar consumers are consistently shown different ads or consistently receive different payoffs. Results show that such ascending bid auctions may result in unfair treatment and additionally that uncertainty regarding an ad’s value can result in inefficiency. An alternative way to assign ads to consumers is presented called the random assignment mechanism. Results show that the random assignment can improve fairness while improving efficiency in some circumstances.
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Ermakova, Irina Viktorovna. "Protection of consumer rights from unfair online advertising: certain theoretical and practical aspects." Юридические исследования, no. 7 (July 2021): 29–47. http://dx.doi.org/10.25136/2409-7136.2021.7.35978.
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The subject of this research is the legal norms aimed at regulation of relations in the sphere of protection of consumer rights with regards to online advertising, including contextual and targeted advertising, as well as other type advertising distributed over telecommunication networks. The object of this research is the social relations arising in the process of creation, placement, and consumer perception of the aforementioned types of advertising. Special attention is given to the theoretical and practical aspects of protecting the basic consumer rights in the context of distribution of the indicated types of advertising, as well as compliance to the corresponding legislative prescriptions by the advertisers, including prohibition to mislead consumers, requirement to distribute advertising over telecommunication networks after receiving advance consent of the consumer, etc. The article provides the examples of court decisions and decisions of the Federal Antimonopoly Service of the Russian Federation on consideration of the this category of cases. The novelty of this research consists in outlining the effective approaches of the courts and the Federal Antimonopoly Service of the Russian Federation applicable to the essence, concept and relevant issues of legal regulation of online advertising in the context of protection of consumer rights, including controversial aspects of qualification of online advertising in accordance with the criteria of misleading or deception, as well as questions on due processing of consumer consent to distribution of advertising over telecommunication networks. The author makes recommendations for the improvement of corresponding norms of the Federal Law “On Advertising” and the Federal Law “On The Protection of Competition”, namely to stipulate on the legislative level the provisions that qualify advertising as inappropriate if contains potentially misleading or deceptive content, as well as that consent to receive advertising through telecommunication networks should be in a written form and contain the signature of the consumer.
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Anikina, Tatiana Vyacheslavovna. "Syntactic peculiarities of English-language and Russian-language online advertising." Филология: научные исследования, no. 1 (January 2021): 23–40. http://dx.doi.org/10.7256/2454-0749.2021.1.34886.
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Advertising is an inseparable element of modern life. It is virtually impossible to name a sphere of activity that is not covered by advertising. Currently, one of the most popular trends in linguistic research is the examination of advertising text and its components (lexis, semantics, syntax). This article is dedicated to studying the syntactic peculiarities of English-language and Russian-language online advertising. The research materials contains advertising texts and slogans from various websites and social media (such as Vkontakte, Instagram, Facebook). The scientific novelty lies in the fact that the analysis of syntactic means is carried out on the material of two languages. The conducted research revealed that prevalent syntactic means include mononuclear imperative sentences, exclamatory sentences, interrogative sentences, and negative sentences. Usage of the indicated syntactic means allows capturing interest of the recipients and indirectly influencing their mind. Both, English-language and Russian-language online advertising most frequently use mononuclear imperative sentences, as it motivates to purchasing goods or services, and convinces the audience that they should have it. No significant differences in using other types of sentences were detected in English-language and Russian-language online advertising; the primary task of advertising in any language is to encourage customers to buy the goods or services.
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Franz, Michael M., Erika Franklin Fowler, Travis Ridout, and Meredith Yiran Wang. "The Issue Focus of Online and Television Advertising in the 2016 Presidential Campaign." American Politics Research 48, no. 1 (September 16, 2019): 175–96. http://dx.doi.org/10.1177/1532673x19875722.
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Theories of campaign issue emphasis were developed in a pre-digital era. How well do these theories explain spending in the current era, when digital media allow for targeting of specific types of voters? In this research, we compare how the 2016 campaigns, both primary and general election, deployed television advertising with how they deployed online advertising. We suggest that, because online messages are targeted to specific viewer profiles much more than television messages, television ads should be more likely to discuss highly salient issues and valance issues than online ads. To test these ideas, we rely upon data from the Wesleyan Media Project, which tracked all televised political ads that aired in 2016, and our coding of data from Pathmatics, a company that tracks online advertising. We find, contrary to our expectations, that the predictors of issue discussion online and on television are largely similar.
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Kareem, Rafeef, and Wesam Bhaya. "Fake Profiles Types of Online Social Networks: A Survey." International Journal of Engineering & Technology 7, no. 4.19 (November 27, 2018): 919. http://dx.doi.org/10.14419/ijet.v7i4.19.28071.
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Today, OSNs (Online Social Networks) considered the most platforms common on the Internet. It plays a substantial role for users of the internet to hold out their everyday actions such as news reading, content sharing, product reviews, messages posting, and events discussing etc. Unfortunately, on the OSNs some new attacks have been recognized. Different types of spammers are existing in these OSNs. These cyber-criminals containing online fraudsters, sexual predators, catfishes, social bots, and advertising campaigners etc.OSNs abuse in different ways especially by creating fake profiles to carry out scams and spread their content. The identities of all these malicious are so damaging to the service providers and the users. From the opinion of OSNs service providers, the loss of bandwidth moreover the overall reputation of the network is affected by fake profiles. Thus, needing more complex automated methods, and tremendous effort manpower to discover and stopping these harmful users.This paper explains different kinds of OSNs risk generators such as cloned profiles, compromised profiles, and online bots (spam-bots, chat-bots, and social-bots). In addition, it presents several classifications of features that have been used for training classifiers in order to discover fake profiles. We try to show different ways that used to detect every kind of these malicious profiles. Also, this paper trying to show what is the dangerous type of profile attacks and the most popular in OSNs.
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Breuer, Ralph, Malte Brettel, and Andreas Engelen. "Incorporating long-term effects in determining the effectiveness of different types of online advertising." Marketing Letters 22, no. 4 (March 16, 2011): 327–40. http://dx.doi.org/10.1007/s11002-011-9136-3.
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Gong, Shiyang, Wanqin Wang, and Qian Li. "Marketing communication in the digital age: online ads, online WOM and mobile game adoptions." Nankai Business Review International 10, no. 3 (August 5, 2019): 382–407. http://dx.doi.org/10.1108/nbri-12-2018-0073.
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Purpose This study aims to explore the interdependent impacts of online word-of-mouth (WOM) and online ads on digital product adoptions, as well as their dynamic changes throughout the product life cycle. Design/methodology/approach This study adopted an empirical approach by using a unique data set of five mobile games launched between 2012 and 2014 provided by Renren Games Ltd. in China. Findings The results indicated that advertising generally has a positive impact on WOM. During the product life cycle, the influence on volume and variance gradually decreases, whereas the impact on valence increases over time. WOM (including WOM volume and WOM valence) and advertising both have positive impacts on game adoptions. They complement each other to shape adoptions throughout the product life cycle: advertising is more effective in encouraging adoptions in the early and later stages of the demand evolution process, whereas WOM has a greater impact on adoptions in the mid-stage. Practical implications This study provided detailed managerial recommendations on how to effectively integrate different types of marketing communication and optimize the investment strategy of online ads and online WOM in different stages of the product life cycle. Originality/value First, the study enriched the theory of digital marketing communication by studying the relationship between mass media (online ads), interpersonal media (online WOM) and product adoptions in the network context. Second, it provided an empirical basis for the inference of the dynamic development of media effect in the new product diffusion theory. Third, the results will be helpful to end the debate in current theoretical literature on whether there is a complementary or alternative relationship between the two effects. Last but not least, it enriched research on the antecedents and dynamic effects of online WOM.
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Anggraeni, Adilla, and Sarah Diandra. "Self-Expressiveness as Consumers' Motivation to Share Online Video Advertisements in Jakarta." International Journal of Asian Business and Information Management 8, no. 1 (January 2017): 38–50. http://dx.doi.org/10.4018/ijabim.2017010103.
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This study is a replication study of Self-Enhancement as a Motivation for Sharing Online Advertising by David G. Taylor, David Strutton, and Kenneth Thompson (2012). This study involves two different types of advertisement; one for low involvement product (mineral water) and one of high involvement product (mobile phone service provider). The result of this study shows that product category involvement increases consumer self-expressiveness. The regression output provides indication that there is a direct positive linear relationship between product category involvement and self-expressiveness. The findings of this study would be beneficial for managers in advertising industry especially in online advertising industry. It provides the marketing manager with helpful information to formulate online advertisement that aims to go viral by maximizing the use of digital media. It helps the marketer to better understand the consumer motives behind their decision to share advertisement. This could be useful in designing the appropriate promotion strategy.
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Tiar Sirait, Ferdinand Eskol. "Makna Simbolik dalam Iklan Cerdas dan Target Perilaku Khalayak." PERSPEKTIF 10, no. 1 (January 6, 2021): 140–48. http://dx.doi.org/10.31289/perspektif.v10i1.4145.
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This article aims to discuss the concept of smart advertising, especially with regard to the goals and effects of smart smart advertising to form the top of the mind of the audience. This research was conducted with library research (library research) with a descriptive analysis approach, namely collecting data, compiling or clarifying, and interpreting it. The technique used in this research, namely by analyzing advertisement sentences, seen from the use of interference. The data in this study were obtained from several sources in which there was interference. This study concludes that one of the most widely used strategies to increase the value of advertising is "smart advertising" or advertising that is carried out with behavioral targeting. By using information about online behavior, including sites visited and interest in certain types of content, behavior targeting seeks to serve ads that are more attractive to certain groups of consumers. Despite the potential for a dramatic increase for online advertisers and publishers, some users and user advocacy groups have expressed concern over the privacy concerns posed by behavioral targeting
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Ho, Chen-Hsun, Kuang-Hui Chiu, Hsin Chen, and Anastasia Papazafeiropoulou. "Can internet blogs be used as an effective advertising tool? The role of product blog type and brand awareness." Journal of Enterprise Information Management 28, no. 3 (April 13, 2015): 346–62. http://dx.doi.org/10.1108/jeim-03-2014-0021.
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Purpose – As blogs have become an important information communication medium, selecting blog types that are appropriate and effective for the products they are to promote is now an important issue in corporate advertising. However, the impact of different blog types on consumers and their advertising effectiveness are issues seldom addressed in the existing literature. The purpose of this paper is to view product information that consumers post on blogs as advertisements and compares advertising effectiveness between different blog types to help enterprises properly employ blogs in their marketing campaigns. Design/methodology/approach – An experimental design was adopted, and 12 experimental contexts were designed. A valid sample of over 2,000 responses was collected to study between-group differences in advertising effectiveness. Findings – The analytical results showed between-group difference in advertising effectiveness, which indicated that blog advertising effectiveness varies with different combinations of product constructs and blog types. Research limitations/implications – The limitations of this study related to the price factor was not incorporated into the experimental model, and shopping channels were not limited. There might be a gap between the prices of the experimental products and the average expense of online shoppers. Originality/value – The study proposed a framework which can help enterprises to evaluate the type and brand awareness of a product to be promoted and to select the blog type that maximizes advertising effectiveness (perceived risk, ad attitude, brand attitude, and purchase intention) in diffusing product information.
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Pashna, Mohsen, Mohammad Rahim Esfidani, and Seyed Mohammad bagher Jafari. "The Role of User Involvement, User Involvement Types, Product Category Involvement and Advertising Appeals in Social Media Advertising Effectiveness: A Middle East Context (Iran)." Journal of Creative Communications 14, no. 2 (July 2019): 85–117. http://dx.doi.org/10.1177/0973258619851987.
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Until now, no study has proposed strategies for social media advertising, scrutinizing the differential interaction of user involvement, different kinds of user involvement, product category involvement, and advertising appeals considering the unique characteristics of social media users in the Middle East. The present study addresses this issue by introducing two detailed advertising effectiveness grids in 20 situations for social media advertising in the Middle East context (Iran) and revised the previous grids and findings proposed for Western and Eastern countries in the area of traditional media advertising effectiveness. In all, 552 students of the University of Tehran, who are social media users were randomly selected, and questionnaires were distributed via an online platform. In order to explore the hypotheses, a mixed 2 × 2 × 2 factorial design was employed, followed by assessment of the validity and reliability of the measures. Surprisingly, some findings were contrary to traditional findings and grids both in the West and in the East and suggest different and new strategies; however, some were in line with traditional studies.
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Gogichaishvili, Teona, Eunju Ko, and Hyun Min Kong. "HOW TO INCREASE THE EFFECTIVENESS OF ENVIRONMENTAL CLAIM TYPES FOR FASHION BRANDS ONLINE VIDEO ADVERTISING." Global Fashion Management Conference 2017 (July 6, 2017): 391–92. http://dx.doi.org/10.15444/gfmc2017.05.03.05.
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Chang, Christina Ling-hsing, and Sheng Wu. "Using Online Social Networks to Globalize and Popularize Product Brands in Different Cultural Areas." Journal of Global Information Management 29, no. 6 (November 2021): 1–30. http://dx.doi.org/10.4018/jgim.20211101.oa38.
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The purpose of this paper is to investigate the influential factors of online social network advertising in three different cultural areas, being China, India, and the US. This study uses the Social Capital Theory (SCT), and Guanxi Theory, as two types of relation theories; then collects data from the virtual community (or online social network, VC) members of three different areas, a total of 730 valid surveys were completed for model testing. The findings show that: (1) building the relationship dimension of the SCT (trust, identification, and the norm of reciprocity) for the VC members in China and the US societies is more useful than the India society, to spread the brands through the VC; (2) good guanxi for the VC members in China's society is more useful than the Indian and the US societies to spread brands through VC. The result demonstrates that culture differentiation should be consider when researchers investigate the impact of VC advertising contact and attention, attitude towards VC advertising, and purchase intention in VC context.
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Suryadinningrat, Fickar. "PROFIL TIPE TESTIMONIAL ONLINE PADA PRODUK KOMPUTER TERHADAP SIKAP ATAS IKLAN & SIKAP ATAS PERILAKU MEMBELI." JPPP - Jurnal Penelitian dan Pengukuran Psikologi 1, no. 1 (October 30, 2012): 85. http://dx.doi.org/10.21009/jppp.011.12.
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Abstract With increasing, product line sales consumers not only in the real world of shopping mall, or the department store now the use of technology enables the consumer can do shopping activity over the internet.With just open, computer facility and typed site desired then transaction activity can be done.Still many consumers have limited in doing online activities shopping. Consumers like shopping buying clothes, sometimes only online electronics and computer. Consumer spending often doing online activities can diperngaruhi by a variety of factors, among other activities, product interesting advertising mounted coquet.Advertising is a process involving communication sponsor certain.Testimonials is part of an advertising, any type testimonials advertising surveyed: experts, celebrity and ordinary people. Testimonials through the ad will impact consumers, to attitude this attitude can be attitude toward advertising, attitude toward brands, attitude toward behavior.This research purposes to perceive the difference between profile type testimonials other experts, artist, and people ordinary online on the computer products with the advertising and attitudes of behavior membeli.metode used in this research is research methods descriptive. These studies have samples 32 responden. From this research result that there are differences type testimonials online at the computer products with the advertising and attitudes of behavior buy.Turns experts has a higher value than artist and ordinary people.even though artist had a low value on advertising and with the attitude of behavior buy.Researchers assumed that experts have preference better in the use of computers on celebrities and ordinary people. Key word : Type Testimonials , Attitude toward advertising, Attitude towards Behavior of buy
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McDonnell, Diana D., Hyun-Ju Lee, Gene Kazinets, and Joel M. Moskowitz. "Online Recruitment of Targeted Populations: Lessons Learned from a Smoking Cessation Study among Korean Americans." Social Marketing Quarterly 16, no. 3 (August 26, 2010): 2–22. http://dx.doi.org/10.1080/15245004.2010.500441.
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Korean Americans (KAs) have among the highest smoking rates in the United States. They are unlikely to participate in conventional evidence-based smoking cessation programs, preferring to quit on their own. Since KAs have good Internet access, the study's community advisory board recommended evaluating the efficacy of an online cessation program. In conjunction with the board, an Internet-based, self-help program was adapted to ensure that it was culturally and linguistically appropriate and was evaluated with a randomized trial. This article describes the real-world experience recruiting 1,261 KA participants, primarily through online methods. Paid online advertising was essential to the recruitment effort. The 31 months of advertising cost approximately $84,000, or $66.50 per study enrollee. Based on self-reports, most participants learned about the study from either a text link such as Google AdWords (44%) and/or a graphic link such as an online newspaper ad (35%). Among the methods used, Google AdWords' cost-per-click content site ads were the most cost-effective. Other types of outreach, including unpaid Internet ads, cable television, newspapers, fliers, and word of mouth, had very low reach. Geographically dispersed, linguistically unique, and privacy-oriented communities can be recruited for eHealth studies and interventions. However, a paid advertising campaign may be necessary.
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Khandeparkar, Kapil, and Abhishek. "Influence of media context on humorous advertising effectiveness." Marketing Intelligence & Planning 35, no. 2 (April 3, 2017): 259–76. http://dx.doi.org/10.1108/mip-05-2016-0082.
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Purpose The purpose of this paper is to study the impact of three dimensions of media context – program type, break type, and pod position – on two types of humorous advertisements: incongruity resolution (IR) and arousal safety (AS). The study aims to demonstrate that different humor types are evaluated differently under similar media context elements and a particular humorous advertisement can be evaluated differently under different elements of media context. Design/methodology/approach The hypotheses were tested through two experiments which were planned and conducted as “between-subjects” design. The analysis of collected data were done through ANOVA using IBM SPSS 22. Findings The results indicated that the adverse impact of negative mood (vs positive mood) was greater on IR advertisements as compared to AS advertisements. Similarly, the negative impact of an abrupt break (vs smooth break) was greater on IR advertisements. However, both humor types were effective when placed in positive mood programs and smooth breaks. Practical implications The findings suggest that campaign and media planners need to consider the media context as well as humor types to get better return on their adspend. Results of this study can also be applicable for online medium. Originality/value This is the first study to test the impact of three dimensions of media context on two types of humorous advertisements.
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Jiménez, David López. "WEBSITE PROMOTION AND PROTECTION OF INTELLECTUAL PROPERTY." Law, State and Telecommunications Review 11, no. 2 (September 2, 2019): 1–20. http://dx.doi.org/10.26512/lstr.v11i2.27016.
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Purpose – The aim of this article is to analyse actions to promote websites that can violate intellectual property rights, in other words, copyright and the rights of online commercial brands.
Methodology/approach/design – An analysis of Spanish legislation on intellectual property rights.
Findings – Service providers that advertise on Internet deploy increasingly aggressive advertising formats which, on occasions, violate intellectual property rights. Spanish law on brands and unfair competition provides effective tools to sanction the various types of infraction that occur on Internet. This legislation could also be supported by industry self-regulation.
Practical implications – The analysis in this article can be of considerable use to all actors who operate in this setting (society, and the public and private sectors).
Originality/value – This article analyses the infractions that occur in advertising in relation to meta-labels and online links.
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Kaba, Abdoulaye. "Online library job advertisement in United Arab Emirates: a content analysis of online sources." Library Management 38, no. 2/3 (March 14, 2017): 131–41. http://dx.doi.org/10.1108/lm-07-2016-0058.
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Purpose The purpose of this paper is to investigate and analyze library jobs advertised by higher education institutions, newspapers and job market sites in United Arab Emirates (UAE). Design/methodology/approach The paper uses summative content analysis approach for data collection, data analysis, evaluation and assessment. It reports about the accuracy of advertisements, job titles, job categories, locations and types of libraries. Findings Higher education institutions demonstrate the highest accuracy level in advertising library jobs. Librarian emerged to be the highest advertised title by the sources. e-library executive, principal-publications and library, and primary librarian found to be the new titles in the market. The paper also found inconsistencies and lack of uniformities among the sources in using job categories to advertise library jobs. In fact, none of them used the term “library” in any category. Academic libraries recorded the highest advertised jobs compared to other types of libraries. Research limitations/implications The paper is based on library jobs advertised on the websites. Websites are only one source of library job advertisement. Practical implications The paper provides important information for librarians looking for library jobs in the Middle East as well as for library managers and decision makers who wish to recruit library professionals. Originality/value The paper represents one of the few studies conducted on library job marketing in UAE. Findings of the study may contribute to the improvement of library job marketing not only in UAE but also in the other gulf countries.
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Lepkowska-White, Elzbieta, Amy Parsons, and Aylin Ceylan. "Cross promotion of web references in print ads." Journal of Research in Interactive Marketing 8, no. 4 (October 7, 2014): 309–26. http://dx.doi.org/10.1108/jrim-01-2014-0003.
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Purpose – This paper aims to examine whether advertisers attempt to engage consumers with online information presented in print advertisements by investigating whether they respond to consumers’ motives for using advertisements and whether these engagement practices have improved over time. By creating connections among different advertising channels, marketers strive to be more effective in building brand equity, online traffic and sales. Design/methodology/approach – The Uses and Gratification theory is utilized as the framework to content analyze the content and presentation of web references in 2,613 advertisements from 2008 and 2,159 advertisements from 2012. Chi-square analysis is used to compare the content of web references in both time periods. Findings – Even though past literature suggests that consumers use media and advertising to satisfy a variety of informational, personal identity, social and entertainment needs, advertisers respond with mostly ineffective and generic informational web references that fail to address those needs. Research limitations/implications – The study suggests that advertisers may have difficulty adopting the new advertising paradigm which identifies customers as active respondents of advertising. Web references analyzed in this study do not address consumers’ motives for advertisement use. Practical implications – Advertisers have not been effectively utilizing cross-promotion when it comes to directing traffic from print advertisements to Web sites. More attention and resources should be given to cross-promotion to ensure effective coordination between media types. Originality/value – This study questions advertisers’ current approach toward cross-promotion. Findings help advertisers evaluate and develop better practices to encourage consumer engagement with web references placed in print advertisements to drive traffic to online stores.
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Joines, Jessica L., Clifford W. Scherer, and Dietram A. Scheufele. "Exploring motivations for consumer Web use and their implications for e‐commerce." Journal of Consumer Marketing 20, no. 2 (April 1, 2003): 90–108. http://dx.doi.org/10.1108/07363760310464578.
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This study examines the influence of demographic variables and dimensions of motivational factors of two types of consumer Web use: percentage of weekly Web surfing time spent searching for product and service‐related information and online shopping and transactions. It combines data from two sources: a self‐administered survey of 59 undergraduates in an introductory communication course at Cornell University; and a mail/Web survey of 59 New York State residents who had reported subscribing to an online service in a previous mail survey. We found distinctively different patterns of relationships among demographics and motivational factors for the two types of dependent variables. Most importantly, transactional privacy concerns were found to be negatively related to percentage of time spent on product searches and online shopping, while economic motivations had a positive influence. In addition, online shopping was found to be predicted by information motivations, interactive control motivations, and socialization motivations. Implications for Web‐based commerce and advertising are discussed.
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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 (December 1, 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 grown dynamically, but the role of reference groups as a source of information on offers is still relatively large. Despite the increase in critical attitudes towards advertising, it does not significantly reduce its effectiveness in influencing consumers, although the mechanism of this influence is changing, as the strength of the behavioral component of the attitudes studied, is greater compared to the emotional component. Moreover, according to the criterion of age and education, there are significant differences in attitudes and the use of online sources of information between consumer groups, but these differences tend to decrease due to the growing rate of internet penetration. The generation Z’s susceptibility to advertising is relatively the greatest, not only in relation to ads broadcasted on the web, but also offline ads. Consumers from this generation are also more likely to engage in various types of social media activity in shaping the market offer.
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Xu, Yang, and EunHa Jeong. "The effect of message framings and green practices on customers’ attitudes and behavior intentions toward green restaurants." International Journal of Contemporary Hospitality Management 31, no. 6 (June 10, 2019): 2270–96. http://dx.doi.org/10.1108/ijchm-05-2018-0386.
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Purpose This study identifies an effective communication strategy for promoting restaurants’ green efforts to customers by using different types of green advertisement messages. This study aims to investigate the relative persuasiveness of attribute-based versus benefit-based appeal messages in green restaurant advertisements and their matching effect with different types of green practices in the restaurant (environment-focused green practices vs food-focused green practices) and with different types of restaurants (fine dining vs fast casual dining) on customers’ attitude and visiting intention toward green restaurants. Furthermore, the study examines a moderating effect of restaurant types to assess whether the matching effects between types of messages and types of green practices work differently within the different types of restaurants. Design/methodology/approach A 2 (attribute-based vs benefit-based messages) × 2 (food-focused vs environment-focused green practices) × 2 (fast casual vs fine dining restaurants) between-subject experimental design was used to test the proposed hypotheses. An online scenario-based survey was developed and distributed to online panel members in the USA. Ultimately, 363 responses were used for data analyses. ANOVA and t-test were conducted to analyze the data. Findings The results indicate that benefit-based messages are generally more persuasive than attribute-based messages in green restaurant advertisements. For restaurants with food-focused green practices, an advertising message emphasizing the benefit of food-focused green practices (benefit-based message) would be more effective than an advertising message describing their tangible efforts to show the greenness of the restaurant (attribute-based message). For fine dining restaurants, a green advertisement with benefit-based information would be more persuasive than attribute-based information. This study further showed that the aforementioned interaction effect between types of green practices and types of messages was salient for fine dining restaurants. Originality/value This research is one of the few studies in restaurant management to examine the green communication effectiveness in terms of the types of green practices and the types of advertising message framing. By comparing the relative persuasiveness of green advertisements on consumers’ attitudes and behavior intentions, this study provides suggestions for restaurant professionals to make effective green communication strategies based on the type of green practices the restaurant primarily uses and the type of restaurant the manager is operating.
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Maistrenko, Myroslava, Petro Osypov, and Nataliya Bulyk. "STRUCTURE AND FUNCTIONING OF THE ADVERTISING-TEXTS: A CASE OF GERMAN LANGUAGE ADVERTISEMENTS." Germanic Philology Journal of Yuriy Fedkovych Chernivtsi National University, no. 831-832 (2021): 174–86. http://dx.doi.org/10.31861/gph2021.831-832.174-186.
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The article considers the main features of the composition of advertising texts in the German-speaking environment. The search-material is based on German language women's clothing advertising from popular German online stores and magazines (e.g., "Kenwood", "ALDI", "KIK", and etc.). The aim of this research is to study the functioning of compositional blocks in the texts of German advertising and the features of advertising texts within the German mass media discourse. The main compositional elements of the advertising text are characterized and the lexical-semantic analysis of each of its compositional parts is given. The following methods were used: the method of linguistic observation with the following procedures of systematization and classification of linguistic facts. Structural-semantic analysis was used to determine the features of the compositional structure of the advertising text. Despite the fact that advertising texts are small in volume, it is interesting to study their compositional structure, lexical and semantic content of each compositional component. The composition of the advertising text is optional and depends mainly on the pragmatic goals of each advertising text. It is important so speak about the semantics and pragmatics of compositional blocks. However, there is a certain structural pattern for creating advertising text, which takes into account all possible goals and intentions of the author of the advertisement. The article pays special attention to slogans and titles, as important compositional elements of the advertising text, because they perform both informative and motivational functions. The reader learns direct information about the products being sold from the main compositional block of the advertising text. The final part of advertisement has also its pragmatic purposes and types of manifestation. The study of advertising texts leads to the conclusion that the composition of advertising text is dynamic and depends not only on the purpose of creation, but also on the model chosen for its creation.
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Park, Hyun-Hee, Qin Li, and Jung-Ok Jeon. "A Study on Persuasion Effects of Online Cosmetic Advertising -Focused on Types of Social Proof Message and Product-." Journal of the Korean Society for Clothing Industry 12, no. 6 (December 31, 2010): 755–63. http://dx.doi.org/10.5805/ksci.2010.12.6.755.
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Msallati, Amani. "Investigating the nexus between the types of advertising messages and customer engagement: Do customer involvement and generations matter?" Journal of Innovations in Digital Marketing 2, no. 1 (June 28, 2021): 1–13. http://dx.doi.org/10.51300/jidm-2020-31.
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Through the theoretical lenses of the Elaboration likelihood model, this research develops an experimental study to examine the cause-and-effect relationship of two advertising message types, drawn from the two routes of persuasion (peripheral route and central route), on consumers’ online brand-related activities (COBRAs) and its three key behavioral types of customer engagement, namely, consuming, contributing, and creating. The moderating effect of generations and the mediating role of personal relevance (involvement) were investigated in the proposed research model. Drawing on a sample of 202 students from a University in North Cyprus, the results of the study revealed that consumer engagement level differs between the two message types, in particular, when the cognitive copy ad is shown, the three COBRA engagement levels tend to be higher than when the emotional copy is given. The findings indicate different levels of personal relevance between the two messages with higher involvement in the cognitive appeal. Further, consumer generation served as a moderator in the study, and that people from generations X, Y, and Z evaluated the advertising stimulus differently. The findings of this research extend the literature with theoretical and managerial contributions to social media marketing.
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Msallati, Amani. "Investigating the nexus between the types of advertising messages and customer engagement: Do customer involvement and generations matter?" Journal of Innovations in Digital Marketing 2, no. 1 (June 28, 2021): 1–13. http://dx.doi.org/10.51300/jidm-2021-31.
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Through the theoretical lenses of the Elaboration likelihood model, this research develops an experimental study to examine the cause-and-effect relationship of two advertising message types, drawn from the two routes of persuasion (peripheral route and central route), on consumers’ online brand-related activities (COBRAs) and its three key behavioral types of customer engagement, namely, consuming, contributing, and creating. The moderating effect of generations and the mediating role of personal relevance (involvement) were investigated in the proposed research model. Drawing on a sample of 202 students from a University in North Cyprus, the results of the study revealed that consumer engagement level differs between the two message types, in particular, when the cognitive copy ad is shown, the three COBRA engagement levels tend to be higher than when the emotional copy is given. The findings indicate different levels of personal relevance between the two messages with higher involvement in the cognitive appeal. Further, consumer generation served as a moderator in the study, and that people from generations X, Y, and Z evaluated the advertising stimulus differently. The findings of this research extend the literature with theoretical and managerial contributions to social media marketing.
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Kislyakov, Alexey. "Structuring advertising campaign costs considering the asymmetry of users’ interests." Business Informatics 14, no. 4 (December 31, 2020): 7–18. http://dx.doi.org/10.17323/2587-814x.2020.4.7.18.
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This work is devoted to the highly topical problem of structuring costs for contextual and targeted advertising on the Internet. The choice of the ad campaign financing structure is considered from the point of view of violating the principle of symmetry of user interest in ads. The purpose of this work is to develop a methodology for structuring advertising campaign costs based on cluster analysis, taking into account the asymmetry of user interest in advertising. The key feature of the research is the description of the possibility of using the asymmetry of user interest in application solutions, such as online advertising. The Gini coefficient is used as an indicator of the degree of imbalance in the manifestation of a feature in clustering, and the features of using the lift coefficient and the Lorentz curve to evaluate the effectiveness of contextual and targeted advertising for various groups of customers are also considered. Using the Gini index and cluster analysis, you can analyze the possibilities of increasing ad revenue and compare it with the absence of any policy for structuring advertising costs. Identifying such patterns in consumer groups allows you to identify the main directions of product development and customer interest in it. The method described here should be used to improve the effectiveness of banner advertising and clustering algorithms. This approach does not improve banner clickability, but allows you to implement an individual approach to advertising products with the current number of clicks and more effectively structure the cost of various types of advertising.
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Ramadan, Zahy Bashir, Ibrahim Abosag, and Vesna Zabkar. "All in the value." European Journal of Marketing 52, no. 7/8 (July 9, 2018): 1704–26. http://dx.doi.org/10.1108/ejm-03-2017-0189.
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Purpose The purpose of this study is to test such effects on brands’ relationships and the perceived value of advertising. Social advertising featuring endorsed brands has significantly grown in the past few years. Companies and social networking sites (SNSs) are hailing such types of advertising as being more credible to users as they feature their friends’ indirect endorsements; however, the issue of friends’ likability alongside the users’ relationships with the actual SNS is seldom considered with regard to any potential negative/positive effects they might have on brands’ relationships and the perceived value of advertising within SNSs. Design/methodology/approach Taking a customer-centric approach and based on the social information processing theory, this study investigates the influence of friends’ likability and similarity and users’ relationships with the SNS (Facebook, FB) on brands’ relationships and advertising value by using a Web-based survey. The total number of responses included in the analysis is 305. The data were analyzed using structural equation modeling and LISREL 8.8. Findings The findings show that the overall user experience on FB is based on three key areas: socializing with friends, the relationship with the social network itself and the relationship with the advertised brands. These contribute to the perceived value of customer endorsed FB advertising. Research limitations/implications The study discusses various significant implications for online platforms, brands and the success of online advertising within SNSs. Practical implications The study provides managers with discussion on what they need to consider in relation to managing their brand relationship within SNSs and the importance of considering the role FB plays in such relationships. Originality/value This study contributes to the existing literature by making the link between users’ experiences/friendships within SNSs, their relationships with the SNS (FB) itself and their relationships with the advertised brand and examines how these three combined relationships impact the perceived value of the ads by users of FB.
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Wannal, Nasstasya Ilona de, and Heri Heryono. "TYPES AND FUNCTIONS IN MEASURING SUBJECTS OF E-COMMERCE E-MAIL: A PRAGMATICS STUDY." English Journal Literacy Utama 4, no. 2 (June 8, 2020): 261–71. http://dx.doi.org/10.33197/ejlutama.vol4.iss2.2020.423.
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Transaction of e-commerce is often used to refer to selling physical products online, but can also describe all types of commercial transactions that are facilitated through the internet. This study aims to describe the kinds of Speech Actions in the use of Language as the subject of E-Commerce E-Mail and identify the function of speech acts used in the subject of E-Commerce E-Mail. Advertising is manifested in various forms (declarative, interrogative, imperative or a combination thereof), but all of which state the request or function invite to do something. This is in accordance with the nature of advertising that is persuasive. Then, the variety of languages used is business variety, as well in general, advertisements are presented with simple language and sufficient style interesting, which among others looks at aspects of typography, poetic expressions, and use of repetitive. The method used in this study is a descriptive method. The researcher collects data containing Speech Acts on E-Mail E-Commerce, classifies data according to its type, analyzes data, then draws conclusions from the results of the study. The results of the study show that: (1) there are 4 types of speech acts found in this study, which are locutionary, illocutionary, perlocutionary and combinations and (2) speech act functions found in the analysis are dominated by representative functions.
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Dennaya, Irene Anggita, and Barli Bram. "LANGUAGE STYLE IN FASHION ADVERTISEMENTS OF ONLINE VOGUE MAGAZINE." JOALL (Journal of Applied Linguistics and Literature) 6, no. 2 (August 14, 2021): 277–89. http://dx.doi.org/10.33369/joall.v6i2.14549.
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In advertising, one of the purposes of communication is to offer a particular product. Advertisements display the advantages, features, and values of the products. This paper aimed to analyse the language styles used in online Vogue Magazine fashion advertisements. The data were collected by selecting ten advertisements collected from Vogue Magazine’s compilation entitled “The Fall 2020 Trends Vogue Edition Editors are Shopping This Season” published on 18 September 2020. The researchers employed mixed methods to analyse the language styles used in the fashion advertisements based on nine types of language styles proposed by Wells, Burnett, and Moriarty (1995). The results showed that there were three language styles found from ten online fashion advertisements in Vogue Magazine advertisements, namely the hard sell style (three times), soft sell style (three times), and mixed style or the combination of the hard sell and soft sell styles (four times). Each advertisement style has its specific features and functions in fashion promotion.
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Kyung Yul Lee and 박명진. "A Study on the Effectiveness of Online and Mobile Video Advertising in Terms of Screen Types and Product Categories." A Journal of Brand Design Association of Korea 14, no. 4 (December 2016): 245–56. http://dx.doi.org/10.18852/bdak.2016.14.4.245.
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Karasiewicz, Grzegorz, and Martyna Kowalczuk. "Effect of Celebrity Endorsement in Advertising Activities by Product Type." International Journal of Management and Economics 44, no. 1 (December 1, 2014): 74–91. http://dx.doi.org/10.1515/ijme-2015-0010.
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Abstract This article seeks to answer two related questions: are celebrity endorsements more likely to be result in a higher evaluation of the product being advertised than use of an anonymous individual (e.g. a typical consumer); and, if present, do these positive effects vary by product category? To answer these two questions research was conducted on a 237 student sample employing a quasi-experiment consisting of four groups (two product categories and two types of endorsers) using data collected through an online survey. The results indicate that celebrity endorsements do have a positive impact on the evaluation of durable goods, but do not affect the evaluation of frequently purchased products. This finding largely confirms the assumptions of the match-up model, the meaning transfer model, and the ELM model.
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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 (April 8, 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 upper left), placing the logo element at the bottom of the picture element, especially at the bottom left should be avoided. The designer can determine the best online advertising format based on the visual search effect of the logo element and the actual marketing purpose. Design/methodology/approach In this experiment, the repeated measurement experiment design was used in a single factor test. According to the criteria of different types of commodities and eight matching methods, 20 advertisements were randomly selected from 50 original advertisements as experimental stimulation materials, as shown in Section 2.3. The eight matching methods were processed to obtain a total of 20×8=160 experimental stimuli. At the same time, in order to minimize the memory effect of the repeated appearance of the same product, all pictures, etc., the probability was randomly presented. In addition, in order to avoid the pre-judgment of the test for the purpose of the experiment, 80 additional filler online advertisements were added. Therefore, each testee was required to watch 160+80=240 pieces of stimulation materials. Findings On one hand, when the image elements are fixed for an advertisement, the advertiser should first try to place the logo element in the right middle position parallel to the picture element, because the commodity logo in this matching mode can get the longest average time of consumers’ attention, and the duration of attention is the most. Danaher and Mullarkey (2003) clearly pointed out that as consumers look at online advertising, the length of fixation time increases, the degree of memory of online advertisement is also improved accordingly. Second, you can consider placing the logo element in the left or upper left of the picture element. In contrast, advertisers should try to avoid placing the logo element at the bottom of the picture element (lower left and lower right), especially at the lower left, because, at this area, the logo attracts less attention, resulting in shortest duration of consumer attention, less than a quarter of consumers’ total attention. This conclusion is consistent with the related research results. Originality/value Advertising owners in the logo and picture elements for typesetting, if advertisers want to highlight the elements of the commodity logo, the logo should be arranged in the first point of view more locations, which cause consumers more unconscious processing, to achieve good memory and communication effects. Therefore, based on the above conclusions, it is also recommended that the logo elements should be placed on the right side of the picture elements in the advertising layout, and the sixth form of matching should be avoided as much as possible.
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Chen, Ting, Sarah Gentry, Dechao Qiu, Yan Deng, Caitlin Notley, Guangwen Cheng, and Fujian Song. "Online Information on Electronic Cigarettes: Comparative Study of Relevant Websites From Baidu and Google Search Engines." Journal of Medical Internet Research 22, no. 1 (January 24, 2020): e14725. http://dx.doi.org/10.2196/14725.
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Background Online information on electronic cigarettes (e-cigarettes) may influence people’s perception and use of e-cigarettes. Websites with information on e-cigarettes in the Chinese language have not been systematically assessed. Objective The aim of this study was to assess and compare the types and credibility of Web-based information on e-cigarettes identified from Google (in English) and Baidu (in Chinese) search engines. Methods We used the keywords vaping or e-cigarettes to conduct a search on Google and the equivalent Chinese characters for Baidu. The first 50 unique and relevant websites from each of the two search engines were included in this analysis. The main characteristics of the websites, credibility of the websites, and claims made on the included websites were systematically assessed and compared. Results Compared with websites on Google, more websites on Baidu were owned by manufacturers or retailers (15/50, 30% vs 33/50, 66%; P<.001). None of the Baidu websites, compared to 24% (12/50) of Google websites, were provided by public or health professional institutions. The Baidu websites were more likely to contain e-cigarette advertising (P<.001) and less likely to provide information on health education (P<.001). The overall credibility of the included Baidu websites was lower than that of the Google websites (P<.001). An age restriction warning was shown on all advertising websites from Google (15/15) but only on 10 of the 33 (30%) advertising websites from Baidu (P<.001). Conflicting or unclear health and social claims were common on the included websites. Conclusions Although conflicting or unclear claims on e-cigarettes were common on websites from both Baidu and Google search engines, there was a lack of online information from public health authorities in China. Unbiased information and evidence-based recommendations on e-cigarettes should be provided by public health authorities to help the public make informed decisions regarding the use of e-cigarettes.
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Heyman, Rob, Ralf De Wolf, and Jo Pierson. "Evaluating social media privacy settings for personal and advertising purposes." info 16, no. 4 (June 3, 2014): 18–32. http://dx.doi.org/10.1108/info-01-2014-0004.
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Purpose – The purpose of this paper is to define two types of privacy, which are distinct but often reduced to each other. It also investigates which form of privacy is most prominent in privacy settings of online social networks (OSN). Privacy between users is different from privacy between a user and a third party. OSN, and to a lesser extent researchers, often reduce the former to the latter, which results in misleading users and public debate about privacy. Design/methodology/approach – The authors define two types of privacy that account for the difference between interpersonal and third-party disclosure. The first definition draws on symbolic interactionist accounts of privacy, wherein users are performing dramaturgically for an intended audience. Third-party privacy is based on the data that represent the user in data mining and knowledge discovery processes, which ultimately manipulate users into audience commodities. This typology was applied to the privacy settings of Facebook, LinkedIn and Twitter. The results are presented as a flowchart. Findings – The research indicates that users are granted more options in controlling their interpersonal information flow towards other users than third parties or service providers. Research limitations/implications – This distinction needs to be furthered empirically, by comparing user’s privacy expectations in both situations. On more theoretical grounds, this typology could also be linked to Habermas’ system and life-world. Originality/value – A typology has been provided to compare the relative autonomy users receive for settings that drive revenue and settings, which are independent from revenue.
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van der Hof, Simone, E. Lievens, I. Milkaite, V. Verdoodt, T. Hannema, and T. Liefaard. "The Child’s Right to Protection against Economic Exploitation in the Digital World." International Journal of Children’s Rights 28, no. 4 (December 14, 2020): 833–59. http://dx.doi.org/10.1163/15718182-28040003.
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Abstract Children face significant consumer risks when surfing online, related to, inter alia, embedded advertisements and privacy-invasive practices, as well as the exploitation of their incredulity and inexperience resulting in overspending or online fraudulent transactions. Behind the fun and playful activities available for children online lie complex revenue models, creating value for companies by feeding children’s data into algorithms and self-learning models to profile them and offer personalised advertising or by nudging children to buy or try to win in-app items to advance in the games they play. In this article we argue that specific measures against these forms of economic exploitation of children in the digital world are urgently needed. We focus on three types of exploitative practices that may have a significant impact on the well-being and rights of children – profiling and automated decision-making, commercialisation of play, and digital child labour. For each type, we explain what the practice entails, situate the practice within the existing legislative and children’s rights framework and identify concerns in relation to those rights.
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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 (August 3, 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. Our analysis shows not only connections between the presence of advertisement and the number of third-party servers found but also a reflection of different types of European media systems. To provide a benchmark for our analysis, we also analysed 64 private media websites for the presence of third-party servers. The empirical results suggest a pressing need for discussions on whether and how PSM organizations can participate in the commercial web ecology of user data exchange and utilization, for example, for the purposes of user profiling, targeting and PSM performance measurement.
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Chen, Yibei, Shaojing Sun, Xiaoquan Zhao, Han Zhou, and Fan Wang. "Objective Facts or Misleading Hype? Associations between Features of E-Cigarette Marketing and Sales on a Chinese E-Commerce Platform." International Journal of Environmental Research and Public Health 17, no. 18 (September 15, 2020): 6711. http://dx.doi.org/10.3390/ijerph17186711.
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Background: Electronic cigarettes (e-cigarettes) have been increasingly advertised and marketed in China in recent years. This study examined the practice and impact of e-cigarette online marketing on a major retail website—Tmall.com. Methods: Data were obtained by crawling 449 online pages of e-cigarette marketing. Content analysis was conducted to summarize the marketing practices for four types of e-cigarettes, and multilevel modeling (MLM) was implemented to explore factors predictive of the online sales of the products. Results: The sales volume of e-cigarettes ranged from 0 to 28,169, with the price per item varying from RMB 218.1 ($31.84) to RMB 385.5 ($56.29). Fruit (44.3%, n = 199), mint (33%, n = 148) and cream/sugar/ice (29.4%, n = 132) were the three flavors most often listed for sale online. Moreover, 63.4% (n = 285) of e-cigarette ads emphasized the role of the products as an aid to quit smoking. Nice taste (75.1%), big vapor (65.7%), high capacity batteries (67.9%), fashionable models (61.3%), discounted price (49.7%), and suitability for gifting (45.9%) were the most frequently touted product features in online ads. Type of e-cigarettes, diversity of products, number of online comments, and location of manufacturers were significantly associated with sales volume. Conclusions: Online marketing of e-cigarettes was common on one of China’s leading e-commerce websites. Sellers employed advertising strategies targeting a wide range of potential consumers—from youth to the elderly. Stricter regulations of online marketing for e-cigarettes should be enforced in China.
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Tsen, Wai Sing, and Benjamin Ka Lun Cheng. "Who to find to endorse? Evaluation of online influencers among young consumers and its implications for effective influencer marketing." Young Consumers 22, no. 2 (May 17, 2021): 237–53. http://dx.doi.org/10.1108/yc-10-2020-1226.
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Purpose This study aims to identify the dimensions used by young consumers to evaluate effective online influencers; determine the impact of demographic segmentation – that is, gender, behavioral segmentation and whether young consumers often follow the advice of online influencers to make a purchase – on the evaluative dimensions. The results will inform advertisers regarding the types of online influencers that they should feature to endorse their products to create desirable promotion effects. Design/methodology/approach This study adopted a multistage method. This study first conducted eight focus groups with 48 participants between 18 and 24 years of age to explore their evaluation of online influencers. This study then conducted a survey with a questionnaire developed from the focus group results. This study used convenience sampling and administered the questionnaire to 475 participants (mean age, 19.5 years). Findings The results of factor analysis revealed seven dimensions used by young consumers to evaluate online influencers. The most salient dimensions were credibility, appearance and content production techniques. The results of t-testing also show that gender and behavioral segmentation variables had an impact on these evaluative dimensions in the four tested product categories. Practical implications This study provides advertisers with a set of criteria to select appropriate online influencers in various advertising settings, such as the promotion of gender-specific products, and in various product categories that target young consumer markets. Originality/value To the best of the authors’ knowledge, this is the first study to examine the dimensions used by young consumers to evaluative online influencers in relation to product endorsement.
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Andrianti, Fitri, and Renny Oktafia. "ANALISIS STRATEGI PENGEMBANGAN USAHA MIKRO KECIL DAN MENENGAH (UMKM) MELALUI MEDIA ONLINE DESA KARANGPOH KECAMATAN KRIAN KABUPATEN SIDOARJO (TINJAUAN PEMASARAN ISLAM)." Jurnal Ekonomi Syariah Teori dan Terapan 8, no. 1 (January 26, 2021): 43. http://dx.doi.org/10.20473/vol8iss20211pp43-54.
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ABSTRAKDengan adanya teknologi, informasi dan komunikasi yang semakin canggih, hal tersebut bisa dimanfaatkan untuk mengembangkan bisnis Usaha Mikro Kecil Dan Menengah (UMKM). Salah satunya yakni dengan cara mempromosikan usaha yang dilakukan. Penelitian ini bertujuan untuk menggali bagaimana implementasi strategi pengembangan serta dampak implementasi strategi pengembangan usaha mikro kecil dan menengah (UMKM) melalui media online di Desa Karangpoh kec. Krian kab. Sidoarjo (tinjauan pemasaran islam). Metode yang digunakan adalah metode kualitatif. Pendekatan penelitian ini menggunakan studi kasus. Hasil dari penelitian ini dapat disimpulkan bahwa implementasi strategi pengembangan project bunga kertas terbagi menjadi empat macam yakni memberikan promo, iklan, penentuan harga dan menjaga pelayanan dengan customer. Kata kunci: Pengembangan Usaha, Media Online, Pemasaran Islam. ABSTRACTWith technology, increasingly sophisticated information and communication, this can be used to develop micro small and medium enterprises. One of them is by promoting the business being carried out.This study aims to explore how the implementation of development strategies and the impact of implementing strategies for developing micro smalland medium enterprises through online media in Karangpoh village. Krian district. Sidoarjo regency (islamic marketing review). The method used is a qualitative method. This research approach uses case studies. The results of this study can be concluded that the implementation of the paper flower project development strategy is divided into four types, namely providing promos, advertising, pricing and maintaining service to customers.Keywords: Business Development, Online Media, Islamic Marketing.
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Marjerison, Rob Kim, and Songcheng Gan. "Social Media Influencers' Effect on Chinese Gen Z Consumers." Journal of Media Management and Entrepreneurship 2, no. 2 (July 2020): 1–18. http://dx.doi.org/10.4018/jmme.2020070101.
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The objective of this paper is to explore the relationships between different types of Chinese social media influences and their use of short videos, and how that content is managed influence Chinese Generation Z consumers. Effective use of social media is a way for SMEs and new ventures to level the playing field and compete with established enterprises; it is cost effective and can target a very specific consumer demographic. Data was collected by online surveys of Gen Z Chinese self-described heavy social media users. The results of this study may be of particular interest to entrepreneurs who tend to be early adopters and who can most benefit from strategic use of social media advertising to locate and reach their target customers more efficiently and more effectively.
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Sanders, Teela, Laura Connelly, and Laura Jarvis King. "On Our Own Terms: The Working Conditions of Internet-Based Sex Workers in the UK." Sociological Research Online 21, no. 4 (November 2016): 133–46. http://dx.doi.org/10.5153/sro.4152.
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The sex industry is increasingly operated through online technologies, whether this is selling services online through webcam or advertising, marketing or organising sex work through the Internet and digital technologies. Using data from a survey of 240 internet-based sex workers (members of the National Ugly Mug reporting scheme in the UK), we discuss the working conditions of this type of work. We look at the basic working patterns, trajectories and everyday experiences of doing sex work via an online medium and the impact this has on the lives of sex workers. For instance, we look at levels of control individuals have over their working conditions, prices, clientele and services sold, and discuss how this is mediated online and placed in relation to job satisfaction. The second key finding is the experience of different forms of crimes individuals are exposed to such as harassment and blackmail via the new technologies. We explore the relationship internet-based sex workers have with the police and discuss how current laws in the UK have detrimental effects in terms of safety and access to justice. These findings are placed in the context of the changing landscape of sex markets as the digital turn determines the nature of the majority of commercial sex encounters. These findings contribute significantly to the populist coercion/choice political debates by demonstrating levels and types of agency and autonomy experienced by some sex workers despite working in a criminalized, precarious and sometimes dangerous context.
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Astuti, Putu Ayu Swandewi, Ni Made Dian Kurniasari, Ketut Hari Mulyawan, Susy K. Sebayang, and Becky Freeman. "From glass boxes to social media engagement: an audit of tobacco retail marketing in Indonesia." Tobacco Control 28, e2 (May 30, 2019): e133-e140. http://dx.doi.org/10.1136/tobaccocontrol-2018-054833.
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ObjectiveTo assess tobacco promotion intensity, retailer behaviours and tobacco company efforts to link retailer marketing to online channels.MethodsWe completed an audit of tobacco advertisements and promotions at 1000 randomly selected cigarette retailers in Denpasar, Bali, Indonesia that included an observation checklist, digital photos and structured interviews with retailers. We then calculated the tobacco promotion index for each retailer and made comparisons based on store types. Next, we conducted a photo analysis from 100 randomly selected retailers to explore links to online channels and other promotional cues to engage young people.ResultsMini-markets have both the highest total number of promotions and the highest indoor promotion index with a mean score of 5.1 and 3.7, respectively. Kiosks have the highest outdoor promotion index with a mean score of 1.6. Most of the retailers (98.9%) displayed cigarettes, more than half of kiosk retailers (54.8%) and mini-market retailers (56.3%) admitted selling cigarettes to young people, and 74% of kiosk retailers sell single stick cigarettes. We found links to online marketing, including two hashtags and a company website. Promotional materials also included youth-focused content such as English taglines, new products and small packs.ConclusionTobacco companies in Indonesia have strategically differentiated their advertisements based on retailer type and have bridged conventional retailer marketing to online channels. Reforming Indonesian tobacco laws to include bans on single sticks and small pack sales, point-of-sale advertising, including displays, and enforcement of laws on sales to minors is urgently required.
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Goodman, J. Robyn. "Let the buyer beware: Content analysis of cosmetic surgery websites’ provider information." Public Understanding of Science 28, no. 6 (June 4, 2019): 713–29. http://dx.doi.org/10.1177/0963662519848596.
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Given that many consumers do not understand any licensed physician can perform cosmetic surgery, cosmetic procedure advertising regulation is lacking and differs by state; and consumers often search for providers online and rely on the site’s information. Cosmetic surgery websites have the potential to be a threat to consumers’ safety and health. This study asked what types of physician information do cosmetic surgery websites supply. A content analysis was conducted with 873 physicians’ information provided on cosmetic surgery websites in the top 10 cosmetic surgery cities, finding members of plastic surgery associations and core providers were more likely to list medical qualifications. All physicians were unlikely to list experience. Two-thirds stated their specific board certification, and 15% to 30% in each city failed to follow their state’s regulations for disclosing board certification. The study concludes by suggesting national ethical guidelines.
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Groom, Allison L., Thanh-Huyen T. Vu, Robyn L. Landry, Anshula Kesh, Joy L. Hart, Kandi L. Walker, Lindsey A. Wood, Rose Marie Robertson, and Thomas J. Payne. "The Influence of Friends on Teen Vaping: A Mixed-Methods Approach." International Journal of Environmental Research and Public Health 18, no. 13 (June 24, 2021): 6784. http://dx.doi.org/10.3390/ijerph18136784.
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Vaping is popular among adolescents. Previous research has explored sources of information and influence on youth vaping, including marketing, ads, family, peers, social media, and the internet. This research endeavors to expand understanding of peer influence. Our hypothesis is that friends’ influence on teen vapers’ first electronic nicotine delivery systems (ENDS) use varies by demographic variables and awareness of ENDS advertising. In August–October 2017, youth (n = 3174) aged 13–18 completed an online survey to quantify ENDS behaviors and attitudes and were invited to participate in follow-up online research in November-December 2017 to probe qualitative context around perceptions and motivations (n = 76). This analysis focused on the ENDS users, defined as having ever tried any ENDS product, from the survey (n = 1549) and the follow-up research (n = 39). Among survey respondents, friends were the most common source of vapers’ first ENDS product (60%). Most survey respondents tried their first ENDS product while “hanging out with friends” (54%). Among follow-up research participants, the theme of socializing was also prominent. ENDS advertising and marketing through social media had a strong association with friend networks; in fact, the odds of friends as source of the first vaping experience were 2 times higher for those who had seen ENDS ads on social media compared with other types of media. The influence of friends is particularly evident among non-Hispanic Whites, Hispanics/Latinos, those living in urban areas, those living in high-income households, those with higher self-esteem, and those who experiment with vaping. These findings support the premise that peer influence is a primary social influencer and reinforcer for vaping. Being included in a popular activity appears to be a strong driving force.
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Belenko, Viktoria E., and Andrei S. Gyrka. "Infographics of Online Media in Krasnoyarsk and Omsk: Features of Creation and Functioning, Typological Characteristic." Vestnik NSU. Series: History and Philology 19, no. 6 (2020): 102–20. http://dx.doi.org/10.25205/1818-7919-2020-19-6-102-120.
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This article reflects the results of studying the infographics on the sites of large cities in Siberia – the second stage of infographics studying in regional media, specifically of the most cited Internet mass media of Krasnoyarsk and Omsk cities with a population of over 1 million people in the Siberian Federal District. During the first stage it was shown how this format was developed chronologically and how many infographics were published on these sites over the years. At the second stage of the study, the content analysis method and the typological method were applied to the generated empirical database, and the audience indicators of the respective projects were analyzed. As a result, the article provides quantitative characteristics of different types of infographics. The typology was carried out for various reasons: autonomy from the accompanying text, interactivity, type of presentation of data (processes, objects), which corresponds to the created information graphics. The text also describes the various editorial features of creating infographics in seven analyzed online media, answers to questions: do the editors create their own infographics or borrow it for information or advertising purposes, which topics are visualized in this way, what data sources are used, in which programs do they work and etc. And the analysis of audience indicators allows us to conclude whether the presence of infographics in the text helps to increase the number of readings.
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Rajas-Fernández, Mario, Manuel Gértrudix-Barrio, and Miguel Baños-González. "Knowledge in Images and Sounds: Informative, Narrative and Aesthetic Analysis of the Video for MOOC." Publications 9, no. 3 (July 28, 2021): 32. http://dx.doi.org/10.3390/publications9030032.
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The virtual courses developed by higher education institutions incorporate the video format as one of the most used resources in the delivery of their online training offer. Within the different types of audiovisual productions found in MOOCs, the introductory or presentation video of the courses has become an illustrative piece of the new edu-communicative context of distance education, when articulating, in the same work, informative, didactic, and advertising content. The objective of this research work is to study the triple communicative nature of this innovative format following a specific methodology of audiovisual textual analysis. For this, 420 videos of this type of promotional video, belonging to 105 universities and educational centres that have developed MOOC courses for the Miríadax platform, are analysed. After checking the results of the formal characteristics, content structures, discursive techniques, and audiovisual language components of the videos, it is concluded that they are mostly pieces linked to the staging style of the classroom, but that, by enriching the visual appearance of a master lesson with audiovisual resources, take advantage of the narrative, aesthetic, and creative potential of audiovisual and advertising communication to capture the attention of the student-spectator, inform about the characteristics of the courses, offer valuable educational content, and generate an image of the brand for the institution responsible for producing the course.