Download or read book Consumers Attitude and Response Toward Internet Advertising written by Pascale Elia Syriani and published by . This book was released on 2001 with total page 230 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Online Consumer Behavior written by Angeline Close Scheinbaum and published by Routledge. This book was released on 2012-05-04 with total page 402 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media (e.g., Facebook, LinkedIn, Groupon, Twitter) have changed the way consumers and advertisers behave. It is crucial to understand how consumers think, feel and act regarding social media, online advertising, and online shopping. Business practitioners, students and marketers are trying to understand online consumer experiences that help instill brand loyalty. This book is one of the first to present scholarly theory and research to help explain and predict online consumer behavior.

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Download or read book Advertising Research The Internet Consumer Behavior and Strategy written by George Zinkan and published by Marketing Classics Press. This book was released on 2012 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Consumers Attitudes and Responses Toward Internet Advertising written by Gilbert Massoud and published by . This book was released on 2004 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Attention Attitude and Affect in Response To Advertising written by Eddie M. Clark and published by Psychology Press. This book was released on 2019-10-25 with total page 346 pages. Available in PDF, EPUB and Kindle. Book excerpt: Linked from the days of their origins, psychology and advertising developed as independent disciplines at almost the same time in the late nineteenth century. Providing an important arena in which psychologists have tested methods and theories, advertising has been a stimulus for research and development in such diverse specialties as learning and behavioral decision theory, psychometrics, perception, and social and mathematical psychology. Psychology, in turn, has contributed a wide assortment of tools, theories, and techniques to the practice of advertising. These contributions have found their place in virtually all areas of advertising practice -- stimulating creativity, evaluating the creative product, and informing the scheduling of media. Purposely eclectic, this volume presents new issues in consumer psychology and advertising such as the relationship between gender differences, cortical organization and advertising; new approaches to old issues such as attention as an epiphenomenon, and meta-analysis of comparative advertising research; and new applications of consumer psychology to other fields such as examining health behavior as consumer behavior, affect and political advertising, and the relationship between advertising and eating disorders. This volume is the result of the Sixth Annual Advertising and Consumer Behavior Conference, which was designed to bring together researchers and practitioners from both psychology and advertising. Chapter contributions are made by professionals in advertising and marketing, professors in psychology and marketing departments, and psychologists who consult for advertising and marketing organizations. Thus, the chapters represent a microcosm of the type of interaction that has characterized the interface of psychology and advertising for more than a hundred years.

Download or read book Information Asymmetry in Online Advertising written by Jan W. Wiktor and published by Routledge. This book was released on 2021-09-30 with total page 230 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising is a company’s major form of communication with the market; it is a component of the IMC system, having a special impact on the addressee, and is a form of persuasive communication affecting consumer behaviour. Advertising may reflect information asymmetry between an advertiser and recipients. This book presents an assessment of the forms and range of consumer behaviour manipulation through information asymmetry in online advertising and explores the possible causes, forms, and effects. The work offers a new approach to the role of advertising in the digital world, especially its forms and impact strategies. The theoretical framework presented is based on issues related to online advertising, information asymmetry, and social manipulation. The book describes the ways in which these areas can be explored, and it presents the results of empirical studies. Empirical research allows for identifying companies’ moral hazard strategies and their consequences – e-consumers’ adverse selection. The research provides an empirical answer to the question: to what extent is advertising a transparent form of communication, and to what extent does it represent the world of manipulation? Based on an interdisciplinary theoretical approach, empirical studies conducted by the authors, and theoretical and managerial implication, the book encourages its readers to find their own answers. Given the interdisciplinary nature of this work, it will be of interest to scholars and researchers within the fields of marketing, media and communication, economics, psychology, sociology, and ethics.

Download or read book A Comparative Study of Consumer Attitudes Toward Internet and TV Advertising written by Aneela Sheikh and published by . This book was released on 2012 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Advertising and the World Wide Web written by David W. Schumann and published by Psychology Press. This book was released on 1999-04-01 with total page 359 pages. Available in PDF, EPUB and Kindle. Book excerpt: The chapters provide a wide-ranging view of issues addressing how advertisers can proceed on the Internet and World Wide Web. An initial chapter traces the development of Web advertising from its very beginnings as it was represented and discussed in the pages of Advertising Age. Although there is a noticeable trend to define Web advertising by comparing it to traditional media, it is clear that Web advertising just won't fit the old mold. Keith Reinhard of DDB Needham actually articulates this linkage between the old and new in his invited chapter. What the reader will encounter in Advertising and the World Wide Web is a solid conception of how Web advertising is different from anything that has come before. There are numerous discussions on consumer and advertiser interactivity, the role of Web advertising within larger campaigns, audience segmentation, and alternative Web-based promotion formats. The five sections cover definition and theory, structure, specific applications, legal issues, and the voice of the practitioner. Although there remain a few nay-sayers concerning the future of Web advertising, the reader will be able to see just how incredibly high-impact this new medium has become and the vast potential that it holds for future promotional endeavors.

Download or read book An Experimental Study of Persuasion on the Internet A Functional Approach to Attitudes Toward Internet Advertising written by Chan-Pyo Hong and published by . This book was released on 2006 with total page 200 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumers' search for information on the Internet is predicted to become the most popular activity associated with commerce on the Internet. Recent studies have revealed a growing number of car buyers who research their automotive purchases on the Internet. However, little knowledge about Internet advertising related to online consumer information search has been accumulated in the area of Internet advertising research. To date, we have rarely seen studies, specifically experimental ones, of attitudes toward Internet advertising using attitude function theory, although this is a recently re-highlighted research approach to persuasive communication. Hence, the main purpose of this dissertation study was to advance the understanding of consumers' attitudes toward Internet advertising as persuasive communication by the extension and the application of attitude function theory to the new medium. On the basis of a comprehensive literature review, the analysis of recent research on Internet advertising as persuasive communication identified a knowledge gap in Internet advertising research: Previous studies have virtually ignored the effects of advertising messages in terms of consumers' psychological needs and associated attitudes in order to understand persuasive communication effects on the Internet. Attitude function theorists predict that the effectiveness of persuasive communication messages will be greater when the messages match attitude functions of message recipients than when the messages do not match such attitude functions. Thus, applying attitude function theory to Internet advertising research area, this study tested functional matching hypotheses in relation to a new media context such as the Internet. Following a growing, alternative approach to the study of Internet advertising, this dissertation examined the persuasive communication effects of commercial websites as a format of Internet advertising. A focus group discussion and two pilot studies were conducted as the preliminary research for this dissertation. Two main experiments were performed to test research hypotheses and answer the research question for this study. Attitude function-based websites related to car ix information search were constructed as the stimulus materials for the main experiments. Experiment 1 tested functional matching hypotheses. Experiment 2 replicated Experiment 1 and also manipulated corporate credibility as a special case of source credibility in a form of publicity. Attitude function was measured via the attention-to-social-comparison-information (ATSCI) scale as the revised self-monitoring scale in both experiments. Multivariate analysis of variance (MANOVA) tests were conducted for the statistical analysis of data, mainly because previous traditional and Internet advertising research suggested empirical evidence that attitude toward the site, attitude toward the brand, and behavioral intention to revisit the site as the dependent variables in this study are significantly correlated. The results of the MANOVA test for Experiment 1 did not find empirical evidence suggesting a significant functional matching effect on the combination of three dependent variables. On the other hand, the MANOVA results for Experiment 2 found empirical evidence that there was a significant multivariate main effect of corporate credibility on the combination of three dependent variables even though there were no significant interaction effects among attitude function (as measured by the ATSCI scale), attitude function-based website appeals, and corporate credibility on the combination of the dependent variables. Discussion of results provided theoretical explanations for inconsistent findings from the experiments. Limitations of this study are discussed, and several suggestions for future research are provided.

Download or read book Psychological Processes and Advertising Effects written by Linda F. Alwitt and published by Taylor & Francis. This book was released on 2022-02-16 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the 1980s our understanding of how advertising affects consumer behavior was undergoing a dramatic transformation. Recent theoretical and methodological advances in cognitive psychology, social cognition, and artificial intelligence were largely responsible for this transformation. These advances provided a better understanding of the information acquisition process and how information is stored in memory. Consequently, we have been able to incorporate memory, the processing of visual information and affect into our models of advertising effects. However, there were still many unanswered questions. Among these are: (1) Exactly what is the relationship between the different mediators of persuasion? (2) How is memory for advertising related to persuasion? (3) What are the theoretical underpinnings of attitude toward the advertisement? (4) What determines the effect of persuasion over time? (5) What factors affect attention to advertising? (6) What psychological processes occur during the watching of a television commercial? and (7) What factors affect individual differences in the processing of advertising messages? Originally published in 1985, the chapters in this volume provide insights into these questions. They are organized in terms of four psychological processes which contribute to our understanding of how advertising works. These are affective reactions to advertisements, persuasion, psychological processes during television viewing, and involvement.

Download or read book Targeted Advertising and Consumer Privacy Concerns written by and published by Cuvillier Verlag. This book was released on 2012-02-03 with total page 328 pages. Available in PDF, EPUB and Kindle. Book excerpt: The rush of marketing expenditures in the Internet has made effectiveness and efficiency increasingly relevant. In particular, online firms offering free content need to provide powerful marketing tools to advertisers to support their own business models. Behavioral targeting enables websites to selectively display advertisements to consumers according to their surfing profiles, making advertisements more relevant, and thereby increasing advertising revenues from websites. Consequently, it is often seen as a savior by online firms struggling to finance their free content. However, targeting can raise privacy concerns, leading to negative consumer reactions. Furthermore, there is increasing regulatory pressure for websites to inform surfers about targeting practices and provide them with opt-in or opt-out functions. Proactively addressing those challenges to sustain revenues from targeted advertising is highly important—in particular for advertising-supported websites—and requires systematic research. Such research, though, has to account for the fact that the profiling of consumers to increase advertising revenues raises ethical questions, especially because targeting often occurs without consumers’ knowledge. This doctoral dissertation studies consumer privacy concerns with regard to online targeting practices. Specifically, it investigates how privacy concerns affect consumers’ perceptions of targeted advertisements. Furthermore, building on social exchange theory, fairness norms, and previous research on consumer privacy concerns in related areas, such as direct mail and e-commerce, I develop tangible, managerial operational mechanisms to increase consumers’ acceptance of targeting and improve consumers’ perceptions of targeted advertisements. In order to ensure that these mechanisms are in line with principles of business ethics, I derive normative requirements for these mechanisms from integrative social contracts theory. I test these mechanisms and explore the related cognitive processes in two experimental studies – a laboratory and a large-scale field experiment on two popular German websites.1 First, I find that under certain conditions, surfers are highly motivated by reciprocity. Specifically, when reminded that targeted online advertisements support free content and when asked to voluntarily reciprocate the website for providing its free content, consumers do not only more readily consent to targeting, but also perceive targeted advertisements as less intrusive. The effect of appealing to reciprocity on consumers’ acceptance of targeting is driven by consumers’ desire for distributive justice. It is not—as one might believe—driven by selfish motives, such as the expectation of receiving free content in the future. Second, in contrast to the current industry practice, I find that informing consumers that targeting makes advertisements they see on the Internet more interesting to them does not have any significant effect. This finding shows that there is currently great potential for the online advertising industry to change the way it promotes and justifies targeting to consumers. Finally, I find that providing consumers with a high level of control over their information not only increases their perceptions of procedural justice, but also reduces privacy concerns, increases trust, and thus the acceptance of targeting. As such, my research suggests that it is advisable to allow consumers to access and edit the anonymous profiles stored in their cookies—a practice currently followed by very few websites and advertising networks. Overall, this doctoral dissertation contributes to a very new academic research field studying targeted online advertising and consumer privacy concerns. In contrast to previous studies, which have all described the challenges related to privacy concerns, this study focuses on reconciling consumers’ legitimate desire to protect their privacy and the interests of the Internet industry which requires powerful marketing tools. Thus, from a practical perspective, this dissertation identifies mechanisms for websites in general and for ‘free content’ websites in particular to sustain or even increase their advertising revenues. As such, my findings may help advertising-supported online businesses to keep their services free of charge and thereby to sustain the consumer surplus they generate. Through the combination of real behavioral and self-reported data, the findings are particularly robust and might further stimulate the debate on consumer privacy, advertising effectiveness, and the financing of free content among academics, practitioners, and regulators.

Download or read book Effects of Ad Placement and Ad Type on Consumer Responses to Podcast Ads written by Eric A. Ritter and published by . This book was released on 2007 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: ABSTRACT: Online advertising has been around since the inception of the Internet in 1994 as a commercial medium and marketplace. A large body of work looking at the Internet as an advertising medium is available to marketers and advertisers. My work focuses primarily on technology that, due to changed consumer behavior, is looked at differently today than just a few years ago. For example, banner ads can no longer be measured by click-through rates, but can only be sold as brand exposure. The objective of my study was to add to the body of work looking at online advertising, while focusing specifically on podcasting as an advertising medium. Due to the quick-changing nature of online content and technology my study should not be looked as only applicable to podcasting, but rather to any online medium that is developed and consists of consumers actively choosing to listen to audio content. My study manipulated advertising placement and advertising type to assess how to minimize the negative effects of perceived intrusiveness and perceived irritation by consumers. In addition, my study measured consumers attitude towards the ad and ad avoidance behaviors. Four different podcasts were created. Two featured a traditional advertisement and two featured a sponsorship message. Two of the podcasts had advertising placed at the beginning of the podcast while two had advertising placed in the middle. Results are presented and implications for marketers and advertisers are discussed. My study also presents limitations and suggestions for future research.

Download or read book Advertising The Uneasy Persuasion RLE Advertising written by Michael Schudson and published by Routledge. This book was released on 2013-06-26 with total page 308 pages. Available in PDF, EPUB and Kindle. Book excerpt: What does advertising do? Is it the faith of a secular society? If so, why does it inspire so little devotion? Advertising, the Uneasy Persuasion is a clear-eyed account of advertising as both business and social institution. Instead of fuelling the moral indignation surrounding the industry, or feeding fantasies of powerful manipulators, Michael Schudson presents a clear assessment of advertising in its wider sociological and historical framework, persuasively concluding that advertising is not nearly as important, effective, or scientifically founded as either its advocates or its critics imagine. ‘Dispassionate, open-minded and balanced ... he conveys better than any other recent author a sense of advertising as its practitioners understand it.’ Stephen Fox, New York Times Book Review First published in 1984.

Download or read book Handbook of Research on Digital Media and Advertising User Generated Content Consumption written by Eastin, Matthew S. and published by IGI Global. This book was released on 2010-07-31 with total page 768 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book bridges the gap between professional and academic perceptions of advertising in new media environments, defining the evolution of consumerism within the context of media change and establishing the practical issues related to consumer power shifts from supplier to user"--Provided by publisher.

Download or read book Digital Advertising written by Shelly Rodgers and published by Taylor & Francis. This book was released on 2017-02-17 with total page 466 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.

Download or read book Web Systems Design and Online Consumer Behavior written by Yuan Gao and published by IGI Global. This book was released on 2005-01-01 with total page 330 pages. Available in PDF, EPUB and Kindle. Book excerpt: Web Systems Design and Online Consumer Behavior takes an interdisciplinary approach toward systems design in the online environment by providing an understanding of how consumers behave while shopping online and how certain system design elements may impact consumers' perceptions, attitude, intentions, and actual behavior. This book contains theoretical and empirical research from expert scholars in a number of areas including communications, psychology, marketing and advertising, and information systems. This book provides an integrated look at the subject area as described above to further the reader's understanding of the linkage among various disciplines inherently connected with one another in electronic commerce.