Effectiveness Of Online Advertising Research Articles

Effect of Online Advertising on Consumer Buying Behavior

The present research report is focused on measuring the impact of online advertising on consumer buying behavior, which increases the consumers' intentions towards the product and buying behaviours. The purchasing behaviour is strongly influenced by the icon of the product which is made by the promoters. The primary data are collected through questionnaires and secondary data were collected through internet. To study the buying behaviour of consumers a sample of 50 respondents was taken, out of which   The sampling method we use is random sampling method. The written report that online advertisement has always a great impact on the buying trends or purchasing behaviour of the consumers. At the same period ROI of the produce and best are also acknowledged with their significant impact on buying behaviour of consumers. Likewise, to some extent the online celebrity endorsement also substances in the purchasing behaviour. Thus, the study concludes that the helpful to know buying behaviour of the purchaser based on the online advertisement, which   improves the reliability of consumers towards brand and online advertising modes which helps in progressing of the products.

The Effects of Offline Alcohol Advertisement Near Bus Stops and Offline Alcohol Advertisement Regulations on Alcohol Consumption Among University Students in Groningen

The European Commission has reported that the Netherlands placed first for weekly alcohol consumption of 47.3% of its population in 2019. Previous research has found how offline alcohol advertisements and offline alcohol regulations have a role in influencing alcohol consumption, especially among university students. Groningen is one of the cities in the Netherlands where one in four people is a university student. This research aims to analyze the effects of offline alcohol advertisements near bus stops, as one of the main forms of transportation for university students is the bus and the effects of offline alcohol advertisements on alcohol consumption among university students in Groningen. Offline alcohol advertisement is also categorized into three types: offline alcohol advertisement with price discounts, product advertisement, and event marketing. There has also been research on how existing offline alcohol advertisement regulations increased online advertising effectiveness. This research also did a similar experiment and saw the effect on alcohol consumption. This research used the quantitative approach, and the data was collected through questionnaires spread out to 208 university students aged 18-24 years old, currently studying in Groningen. The result showed that offline alcohol advertisements with price discounts and product advertisements near bus stops positively affected alcohol consumption among university students in Groningen. It also showed that offline alcohol advertisement regulations did not significantly affect alcohol consumption among university students in Groningen, although it surprisingly increased the online alcohol advertisement effectiveness. Therefore, it is suggested that the foundation, which is responsible for the alcohol advertisement regulations, use this data for future references of the regulations. Future research could take the sample from the Netherlands, not only in Groningen, to make it more applicable.

The Creation of Dynamic Visual Objects as a Factor for Optimizing Advertisements in E-Commerce

<p><strong><span>Introduction: </span></strong><span>The Covid-19 pandemic has boosted the development of online retail and has created an urgent need to transform digital marketing tools. <span>The purpose of the study is to find ways to optimize advertising in Google and Facebook, which are the superior digital advertising platforms as their top digital advertising platforms in terms of both usage and performance.<strong></strong></span></span></p><p><strong><span>Methods:</span></strong><span> An experiment conducted as part of the study showed that the use of the dynamic optimization tool allows you to enrich existing feed data with additional 1st and 3rd party data and automatically compile visuals with additional information obtained from the feed and additional graphical overlays. The proposed method was tested on Facebook and Google with an analysis of click through rate, conversion rate and conversion cost indicators.</span></p><p><strong><span>Findings: </span></strong><span>The research results showed that the use of the dynamic optimization tool improves the effectiveness of online advertising, all the studied indicators has improved on both platforms. The results obtained complement to the few literature sources devoted to creating enriched feeds on various internet companies, so the work is of significant interest for marketers and business owners who work in the field of e-commerce. </span></p><p><strong><span>Originality: </span></strong><span>It has been established that in order to increase the conversion rates of ad campaigns and improve the quality of communication with the audience, a deeper study of the behavioral characteristics of visitors of internet resources, as well as high-quality visual content of the ads, are required.</span> </p>

Toward Better Digital Advertising: The Role of the Anthropomorphic Virtual Agent

The advent of the Internet has led to the emergence of online advertising, which has benefited marketing organizations of all sizes. However, the emergence of digital natives as a new generation of consumers necessitates further research to ensure the continued effectiveness of online advertising. In this regard, the purpose of this paper is to investigate the effectiveness of advertising through an anthropomorphic virtual agent (AVA) on consumers’ psychological states and attitude toward online advertising. An experimental website was designed for the study. After interacting with AVA, respondents had to take part in a survey. Structural equation modeling (SEM) analyses using AMOS 24 and a bootstrapping method using SPSS Macro Conditional Process Analysis were conducted to test the research hypotheses. The results confirm the positive influence of the advertising through AVA on flow states and telepresence experience, which is positively associated with the attitude toward the online advertising. Working on AVAs is original as they represent the effective technology that can used for advertising. This study contributes to the existing research on how companies should integrate digital technologies to advertise, which to date has focused on other advertising channels such as social media advertisement, mobile advertisement, video advertisement, and e-mail advertisement.

Effect of Service Quality, Online Advertising, and Learning Innovation on Customer Satisfaction Through Brand Image at Course Institutions in Tangerang City

The purpose of this research is to analyze effect of service quality, online advertising, and learning innovation on customer satisfaction through brand image at Course Institutions in Tangerang City. This research approach uses quantitative research. The population of training participants in Tangerang City as many as 475 people. Based on the calculation, the number of samples to be taken is 221 people. Data analysis using inductive data analysis method. The results of the study show that service quality has a significant effect on brand image at Course Institutions in Tangerang City. Online advertising has no significant effect on brand image at Course Institutions in Tangerang City. Learning innovation has a significant effect on brand image at Course Institutions in Tangerang City. Service quality has a significant effect on customer satisfaction at Course Institutions in Tangerang City. Online advertising has no significant effect on customer satisfaction at Course Institutions in Tangerang City. Learning innovation has a significant effect on customer satisfaction at Course Institutions in Tangerang City. Brand image has a significant effect on customer satisfaction at Course Institutions in Tangerang City. Brand image is able to significantly moderate service quality on customer satisfaction at Course Institutions in Tangerang City. Brand image is not able to significantly moderate online advertising on customer satisfaction at Course Institutions in Tangerang City. Brand image is able to significantly moderate learning innovation on customer satisfaction at Course Institutions in Tangerang City.

The Effect of Online Advertising and Electronic Word of Mouth on Purchase Intention through Brand Image as a Mediating Variable

Due to the rapid advancement of information technology, consumers can exchange information in person and over the internet. This study aimed to examine the effect of Online Advertising and Electronic Word of Mouth (E-WOM) on Brand Image, which in turn had an impact on Purchase Intention for local cosmetic products in Indonesia. A questionnaire was distributed to 210 respondents who had been chosen using a purposive sampling technique. Subsequently, the data were analyzed employing Structural Equation Modeling (SEM) using AMOS 26 software. The primary finding in this research was that Online Advertising and E-WOM had a positive effect on Brand Image and Purchase Intention. In addition, Brand Image had a positive and significant effect on Purchase Intention and played a significant mediating role in Online Advertising and E-WOM.

A Study of the Effectiveness of the Main Online Advertising Tools Used by Companies in Romania

In the continuously expanding digital era, online advertising has become one of the essential pillars of companies’ marketing strategies worldwide. Romania is no exception, with organizations of all sizes directing their resources to online platforms to promote their products and services. However, for online advertising investments to be effective, it is imperative to truly understand how different advertising tools work and identify the most suitable ones to achieve a company’s specific objectives. The purpose of this paper is to highlight the efficiency of the main online advertising tools used by companies in Romania and assess the impact these tools have on users. The methodology applied in this study focused on a questionnaire consisting of questions and was implemented on a sample of 110 respondents. The objective was to determine to what extent online advertising used by companies in Romania influences consumers’ purchase decisions. The results obtained from the research revealed that the online advertising tools adopted by companies have a significant impact on the decision-making process for the purchase of products and services. However, it is important to note that this study has certain limitations. One of these aspects is the relatively small number of respondents who participated in the survey.The practical implications of these findings emphasize the need for marketing specialists to develop advertisements that convey strong emotions, relevant and credible content in promoting products and services. The originality of this study lies in the fact that, in the current context, the effectiveness of online advertising is an essential indicator for companies, and this research contributes to a deeper understanding of its effects on consumers. This study provides relevant information regarding the efficiency of the main online advertising tools used by companies in Romania.

Neurophysiology of sensory imagery: An effort to improve online advertising effectiveness through science laboratory experimentation

An increase in the vividness of mental imagery can enhance the persuasive appeal of advertisements. To examine the effects of sensory imagery enriched by smelling (olfactory) and tasting (gustatory) in online video-based advertisements, we adopted multi-method empirical investigations to validate our conceptions. Electroencephalograms (EEGs) and survey data collected from 166 customers provide strong support for the research model. Results show that, in rational advertising contexts, consumers’ olfactory senses were triggered, and both arousal and pleasure from the emotions affected their attitudes, which in turn influenced word-of-mouth (WOM) and purchase intentions. In emotional advertising contexts, the olfactory and gustatory senses were both triggered, and only pleasure affected their attitudes, which in turn influenced WOM and purchase intentions. By understanding the neurocognitive mechanisms and perceptual effects of sensory imagery, the insights gained from this study may benefit designers and marketers in implementing more effective marketing strategies.

THE EFFECT OF ONLINE ADVERTISING AND E-WOM ON ONLINE PRODUCT PURCHASE DECISIONS (STUDY ON CONSUMER BAG STORE MANADO)

The rapid development of information technology, including the internet, has had a great impact in various aspects, including the development of the business and marketing world. The business sector is the sector that is most rapidly affected by the development of information technology and telecommunications. High human mobility requires the business world to be able to provide services and goods quickly according to consumer demand. To overcome this problem, transactions are now emerging that use the internet to connect producers and consumers. Online shopping or online shopping via the internet is a process of buying goods or services from a seller who makes the selling process via the internet. This study aims to determine the effect of online advertising and electronic word of mouth on consumer purchasing decisions. The analytical method used is multiple linear regression. The results of the hypothesis test found that simultaneously online advertising and E-WOM have an effect on purchasing decisions, but partially online advertising has no effect on consumer purchasing decisions. For Bag Store Manado in order to maintain and improve the existing E-WOM factor, and it is necessary to pay more attention to the Online Advertising that is applied so that it can help improve Purchase Decisions.

Promote or inhibit? Research on the transition of consumer potential purchase intention.

A dramatic shift from offline to online has happened in consumer behavior, leading to enterprises ploughing a large number of digital advertisements to capture consumers’ attention online. To evaluate the effectiveness of different online advertising, we explore the dynamic impacts of nine different online channels on the transition of consumers’ potential purchase intention and the consumer behavior. We use a continuous-time hidden Markov model (CT-HMM) to capture the transfer path of consumers who are affected by various online channels. Our findings reveal that online advertising has a positive and statistically significant impact on the transition of consumer purchase intention, of which search advertising can significantly increase consumers’ propensity to purchase, and its effect on transferring consumers from high to low purchase intention is not very strong in comparison. However, consumers have a very low annoyance threshold to short messaging service (SMS) advertising, and they are easy to get tired of SMS advertising and transfer to low purchase intention. Most firm-initiated advertising is more likely to transfer consumers to a low purchase intention state. Advertisements which can not improve consumer purchase intention very well have fewer stimulating effects on consumers’ information collection behavior than other advertisements. Our research contributes to the literature on the effectiveness of online advertising and provide some management insights for enterprises.

How Does Product Advertising Information Affect Consumers’ Online Shopping Intention in the Context of Cognitive Lock-in

Under the situation of online shopping, the effectiveness of online advertising has become the focus of theoretical and practical circles. Using the experimental research method, this paper explores the influence mechanism of the interaction between consumers’ cognitive lock-in regulation focus and online advertising information framework on consumers’ purchase intention, and the mediating role of consumers’ purchase decision-making model. The results show that consumers’ cognitive lock-in moderation focus has a moderating fitting effect in the interaction between online advertising information framework and consumers’ purchase decision-making model and purchase intention. Consumers’ purchase decision-making model is the intermediary variable of consumers’ cognitive lock-in moderation focus and online advertising information framework influencing consumers’ purchase intention. Therefore, the e-commerce platform should have a more in-depth insight into consumers, set up more rich online shopping experience scenarios, improve the pertinence of advertising content, and achieve accurate push.

О. С. Подскребко, Н. О. Іванченко ІНТЕРНЕТ ТЕХНОЛОГІЇ У РЕКЛАМНІЙ ДІЯЛЬНОСТІ ПІДПРИЄМСТВА

The purpose of the article is to substantiate the effectiveness of advertising activities of the company through the use of Internet technologies. he effectiveness of online advertising in the marketing system of the company is largely related to the level of development of marketing communications. The result of an advertising campaign on the Internet is determined by the demand and level of awareness about the quality and properties of the goods and services provided in order to encourage potential consumers to purchase them. An important factor in the economic well-being of the company are integrated marketing communications aimed at maximizing customer satisfaction in goods and services. In this regard, the proposed model of integrated marketing communications using Internet resources and tools, aimed at improving the efficiency of commercial activities of organizations, increasing sales, expanding customer base. Methodology of research.. The achievement of the goal set in the article is carried out with the help of the following research methods: logical generalization, system analysis, analytical method. Findings. It is proposed to conduct an advertising campaign based on a web-server, which is a kind of platform for placing an advertising web-site of the organization on the Internet. It is determined that the content of the advertising web-site depends on the goals and objectives of the advertising campaign. Thus, the algorithm for conducting an advertising campaign on the Internet on the basis of an advertising web-site takes into account the needs of the target consumer segment, the dynamics of demand and market conditions. Practical value. The practical use of the proposed model of integrated marketing communications with the use of resources and tools of the Internet will help increase the efficiency of commercial activities of organizations, increase sales, expand the customer base of visitors. The article substantiates proposals for improving advertising by creating an online store and developed an algorithm for organizing the commercial activities of the online store, which includes specific recommendations on the procedure of customer registration, registration, order confirmation, method of delivery, advertising.

Effectiveness of Marketing 4.0 in the World of Online Advertising

The development of technology has significantly changed the way society lives. In this digitalized world, every activity has been done with the help of technology, including marketing activity. Marketing has evolved in 4 eras; each era has its own distinctive and focus. Throughout this marketing revolution, online advertising has effectively been one of the best tools that significantly affect the relationship between consumers and the company. Very few studies have analyzed the effectiveness of Marketing 4.0 that combines online and offline strategy in the advertisement world and developing countries like Indonesia. Therefore, using the method of meta-synthesis aggregative as a systematic review, this study aims to dig deeper into the effectiveness of Marketing 4.0 in advertising, especially online advertising in developing countries, such as Indonesia, and how it may affect the future society or Society 5.0. This study believed that using online advertising in Marketing 4.0 is an effective way to communicate with the consumers; however, some variables should be analyzed in knowing the effectiveness of online advertising. In the future, more studies should also be done in the developing countries context so that marketers can better know how to make an advertisement.

How do digital natives perceive and react toward online advertising? Implications for SMEs

ABSTRACT Advertising was once touted as a ‘big boys’ marketing tool, but the advent of the Internet has led to the emergence of online advertising, which has benefitted marketing organizations of all sizes, especially small and medium enterprises (SMEs), for 20 years since the new millennium. However, the emergence and proliferation of digital natives as a new generation of consumers necessitate further research to ensure the continued attractiveness, effectiveness, and relevance of online advertising. Furthermore, there is a need to consolidate the multifaceted nature of technology and media in online advertising and the corresponding behavior enacted by consumers, particularly digital natives, today. In this regard, this paper endeavors to examine the perceptions and reactions of digital natives toward online advertising using the theory of planned behavior, technology acceptance model, and uses and gratifications theory as an integrated theoretical lens to guide this examination. Using covariance structural equation modeling on a sample of 380 digital natives, this paper finds that the ease of use, usefulness, entertainment gratification, credibility, design, and personalization of online advertisement positively influence the attitude of digital natives toward online advertisement. However, assurance from online advertisement did not produce any significant effect, a unique finding that exemplifies the confidence that digital natives exhibit in digital environments as a self-assured generation. Finally, this paper finds that the attitude and subjective norms among digital natives toward online advertisement and the security and responsiveness of the website of the online advertised product positively influence the intention of digital natives to purchase the online advertised product. The implications of these findings for theory and practice as well as its limitations and future research directions conclude the paper.

Pengaruh Iklan cetak dan Iklan Online terhadap Kesadaran Merek City Branding Sparkling Surabaya

By referring to the concept of brand awareness pyramid, pre-research activities have been conducted on 160 respondents, to try to measure the level of brand awareness in Sparkling Surabaya. Pre-research results indicate the level of brand awareness of the city, the city of Surabaya is at the top of the mind Top of Mind, for brand awareness Branding Sparkling city of Surabaya is still in Unaware of a Brand, meaning that at this level the community is less aware of the brand presence or brand Sparkling city Surabaya. The purpose of this study is to analyze and discuss the effect of print and online advertising on brand awareness of the City Branding Sparkling Surabaya. The population used in this study is the people of Surabaya who have seen print advertisements and City Branding Sparkling online advertisements in Surabaya. The sampling technique used is nonprobability sampling with the purposive sampling method. The number of samples used was as many as 150 respondents. The results showed that there was a significant positive effect of print advertisements (X1) and online advertisements (X2) on City Branding Sparkling Surabaya (Y) brand awareness. The highest coefficient value in the multiple linear regression analysis equations is owned by online advertising variables

Metaphors and Body Copy in Online Advertising Effectiveness

The present study elaborates on the effect of visual and verbal metaphors in online advertising effectiveness. It suggests that the advertising copy execution (hard-sell vs. soft-sell) moderates the relationship between the metaphors used and consumers’ ad and brand evaluations. One laboratory and two real-world experiments using Google Ads provide the empirical underpinnings of the study. The findings suggest that a metaphor, in the presence of a soft-sell rather than a hard-sell copy, leads to positive attitudes and increases click-through rate (CTR), while a literal advertisement improves attitudes and CTR when it incorporates a hard-sell rather than a soft-sell copy. Pertinent managerial implications with respect to the design of effective online advertisements are underlined.

Personalized Online Advertisements as A Means of Enhancing Purchase Intention:The Mediating Effect of Advertising Value

The high number of online shopping transactions and the rapid increase in internet users in Indonesia has encouraged many marketers to advertise their products online. The growth of online advertising can no longer be limited or dammed, so efforts to increase the effectiveness of online advertising is a big challenge for marketers. Personalized advertising is one of the innovations that aim to increase the effectiveness of online advertising. This study combines models of web advertising, traditional advertising, smartphone advertising, personalization, and advertising value to understand how the process of personalization in online advertising influences purchase intention. Based on the results of the integration, researchers hypothesize that the advertising value mediates the relationship between personalization of online advertising and purchase intention. This study involved 327 respondents consisting of internet users in Jabodetabek by distributing questionnaires online. Data were analyzed by regression analysis using SPSS 22.0. The results show that personalization significantly influences purchase intention, personalization is significantly related to advertising value, advertising value is significantly related to purchase intention and the relationship between personalization and purchase intention is fully mediated by advertising value.

How online advertising competes with user-generated content in TripAdvisor. A neuroscientific approach

Drawing on cognitive load theory, congruence research, and dual processing models, the purpose of this study is to determine the effectiveness of online advertising in social media. To this end, three separate studies were conducted. First, using eye-tracking and electroencephalography, we examine the differences, based on whether or not an ad is embedded, in subjects’ visual attention and engagement in a TripAdvisor webpage. Our findings showed that synergies between social media content and advertising content positively affect users’ visual attention. A second study, using an online survey, assessed the impact of congruent/incongruent ads on ad recall. A third study, using eye-tracking, assessed the impact of congruent/incongruent ads on visual attention. Our findings suggest that consumers exposed to online ads for very limited time periods rely on less effortful, more heuristic, context-based processing strategies. Congruent ad-media contexts can act as peripheral cues, activating knowledge structures and facilitating message processing.

CREATING ONLINE PURCHASE DECISION AND BRAND IMAGE BASED ON ADVERTISING EFFECTIVENESS WITH EPIC MODEL

Nowadays the internet has brought drastic and significant changes in all aspects, especially in the dynamics of business development. With online ads carried out by Tiket.com, it is expected that brand image of its services will also increase. Along with increasing brand image after seeing promotions from online advertisements conducted by Tiket.com with the promos that have been provided, it makes tourists want to make purchase decision on Tiket.com. The effectiveness of online advertising is an important factor to support the image of a brand which can lead to purchasing decisions on a product or service. The research method used is quantitative with structural equational model techniques analysis using SmartPLS 2.0 software. The study results showed that contribution of Advertising Effectiveness directly influenced Brand Image was 81,22%. The remaining 18,78% was influenced by other factors that cannot be explained in study. Then contribution of Advertising Effectiveness and Brand Image simultaneously influenced Online Purchasing Decision was 87,59%. The remaining 12,41% was influenced by other factors that cannot be explained in study. It can be concluded that Brand Image has roled as mediator between Advertising Effectiveness and Online Purchasing Decision, because indirect influence was greater than direct influence.

불법 사이트 내 온라인 광고 효과에 관한 탐색적 연구 : 개인적 특성요인의 조절효과

불법 사이트 내 온라인 광고 효과에 관한 탐색적 연구 : 개인적 특성요인의 조절효과