Online Advertising Research Articles

Faktor Yang Mempengaruhi Advertising Value Dan Pengaruhnya Terhadap Attitude Toward Ads Dan Brand Awareness Pada Konsumen Brand Avoskin

This study explores the factors that affect advertising value and their role in shaping the attitude toward advertisement and brand awareness among consumers of Avoskin. The variables examined are irritation and entertainment, which impact the value of advertising. This study employs a quantitative approach, utilizing a survey method with 100 participants who are consumers of Avoskin products. Data was collected through an online questionnaire and analyzed using the Partial Least Squares (PLS) method. The study findings indicate entertainment positively impacts advertising value, whereas irritation does not have a significant impact. Furthermore, research has demonstrated that advertising value has a beneficial impact on attitude toward ads and brand awareness. These findings suggest important implications for Avoskin Brand to continue to improve the entertainment element in its digital advertising and minimize irritation in order to strengthen brand awareness and positive consumer attitudes towards advertising. This study also suggests that companies pay attention to the frequency and type of advertising displayed to maintain the effectiveness of marketing campaigns in an increasingly competitive market

Is There Any Consensus about Market Jurisdiction among Pillar One Participating Jurisdictions? – Comparing Source Rules for Taxing Online Advertising Services

This article examines the limited consensus among Pillar One participating jurisdictions regarding market jurisdiction. It explores the reasons behind such limited consensus and its broader implications for international tax law.

Application and Empirical Analysis of Fuzzy Neural Networks in Mining Social Media Users’ Behavioral Characteristics and Formulating Accurate Online Marketing Strategies

In the current digital social environment, social media platforms have become an important position for user behavior insights and precision marketing. User behavioral data on social media contain rich information, but they are often fuzzy, uncertain and highly complex. Fuzzy neural network (FNN), as an advanced model combining fuzzy logic and neural network theory, provides a powerful tool for processing and analyzing social media user behavioral features. This study is dedicated to exploring the application of fuzzy neural networks in social media user behavior analysis and their key role in the design of accurate online marketing strategies. We construct and optimize a fuzzy neural network model by meticulously classifying and quantifying user behavioral features, including behavioral frequency features, content topic features, social interaction features, and time series features, as well as applying fuzzy set theory to deal with fuzzy features such as emotional states. Through empirical analysis, we will show how fuzzy neural networks can reveal the intrinsic laws behind user behaviors, and how these insights can be used to design and implement precise online marketing strategies to improve advertising effectiveness, user engagement, and brand loyalty.

Strategic Technological Innovations Influencing Competitive Advantage Among Micro and Small Enterprises in Nairobi County, Kenya

Purpose: The ability of businesses to integrate information technology in their operations has been found to be an integral driver to their success. Through information technology, firms can utilize technological innovations to strengthen the uniqueness of their products in the market thus enhancing their competitive advantage. However, with limited evidence in the local context especially among the micro and small enterprises which continue to face a continuous decline, it warrants the study to assess how strategic technological innovations have been embraced among the small and micro enterprises and the role the innovations have played in enhancing the competitive advantage of the enterprises. Specifically, the study will examine the influence of enterprise’s IT Capabilities on competitive advantage among Micro and Small Enterprises (MSEs); determine the influence of Technological resources on competitive advantage among Micro and Small Enterprises (MSEs); explore the influence of adopted new technologies on competitive advantage among Micro and Small Enterprises; and establish the influence of Technological Processes and Products (TPP) on competitive advantage among Micro and Small Enterprises (MSEs) in Nairobi County, Kenya. The objectives will be anchored on dynamic capabilities theory, Schumpeter theory of innovation, technology acceptance model and diffusion theory of innovation. Methodology: Using a descriptive research approach, the study will collect and analyse both qualitative and quantitative data. This data was obtained from 386 micro and medium enterprises in Nairobi Central Business District, drawn from a population of 11,245 MSEs registered by the Nairobi City County in the CBD. A questionnaire was the main instrument of data collection, which was pilot-tested for validity and reliability. The collected data was analyzed using descriptive and inferential statistics. Findings: The findings were presented using frequency tables and graphs. In conclusion, the findings emphasize the critical role of technology in driving market expansion, customer engagement, and operational efficiency. The study highlights the importance of strategic support and intervention to address technological adoption challenges. By encouraging technological development and integration, policymakers and other stakeholders can assist MSEs in improving their operations, boosting the economy of Nairobi County. Investing in technological education and infrastructure is essential for MSEs to optimally benefit from TPP in the contemporary digital economy. Unique Contribution to theory, policy and practice: Training and development on how MSEs can use the platforms effectively, online marketing and selling needs to be promoted to help MSEs build their capacities. Therefore, when equipped with the appropriate knowledge and tools, the policymakers can help the MSEs to adopt e-commerce and increase their market access and productivity.

Implementasi Strategi Pemasaran Online Berbasis Platform E-Peken pada UMKM di Kecamatan Wiyung Surabaya

The Surabaya City Department of Cooperatives and Small Business Trade (Dinkopdag) plays an important role in efforts to strengthen MSMEs, especially grocery stores. The Surabaya City Dinkopdag has launched various programs and initiatives to support the growth and sustainability of grocery stores. These programs include entrepreneurship training, facilitating access to capital, as well as marketing assistance including the use of the e-peken platform and product promotion. These initiatives not only aim to increase business capacity but also increase business competitiveness.This paper aims to describe the implementation of an online marketing strategy based on the e-peken platform in MSMEs (especially grocery stores) in Wiyung District, Surabaya. The e-peken platform will help increase efficiency and effectiveness in business management. Online Marketing Strategy: through the e-peken platform/application it will help and reach more customers so that it can make a positive contribution to marketing performance and increase business capacity.

Minat Beli Ditinjau dari Pemasaran Online, Kualitas Pelayanan, dan Tingkat Kepercayaan Kue Lumpur Bakar Shekinah Boyolali

This research aims to determine the influence of marketing online service quality, as well as the level of trust in consumer buying interest. This research method uses a quantitative descriptive approach. The population in this study is consumers of Kabar Shekinah Mud Cake Shop in 2023-2024, the number of which is not known with certainty. The sampling technique in this research uses techniques purposive sampel with a sample of 100 respondents. Data collection using a scale questionnaire linkert to measure respondents' answers. The data analysis technique used is statistical analysis with multiple linear regression, F test, t test, and coefficient of determination. Data analysis was assisted by SPSS version 25 software. The results of this research show that partially online marketing and service quality has a positive and significant effect on purchasing interest at the Bakar Mud Cake Shop Shekinah Boyolali. Meanwhile, the level of trust has an insignificant positive effect on purchasing interest at the Bakar Mud Cake Shop Shekinah Boyolali. Purchase interest can be explained by marketing variables online, service quality, and trust level of 64%

Decoding viewer emotions in video ads

Understanding and predicting viewers’ emotional responses to videos has emerged as a pivotal challenge due to its multifaceted applications in video indexing, summarization, personalized content recommendation, and effective advertisement design. A major roadblock in this domain has been the lack of expansive datasets with videos paired with viewer-reported emotional annotations. We address this challenge by employing a deep learning methodology trained on a dataset derived from the application of System1’s proprietary methodologies on over 30,000 real video advertisements, each annotated by an average of 75 viewers. This equates to over 2.3 million emotional annotations across eight distinct categories: anger, contempt, disgust, fear, happiness, sadness, surprise, and neutral, coupled with the temporal onset of these emotions. Leveraging 5-second video clips, our approach aims to capture pronounced emotional responses. Our convolutional neural network, which integrates both video and audio data, predicts salient 5-second emotional clips with an average balanced accuracy of 43.6%, and shows particularly high performance for detecting happiness (55.8%) and sadness (60.2%). When applied to full advertisements, our model achieves a strong average AUC of 75% in determining emotional undertones. To facilitate further research, our trained networks are freely available upon request for research purposes. This work not only overcomes previous data limitations but also provides an accurate deep learning solution for video emotion understanding.

Disinformation and fake news as externalities of digital advertising: a close reading of sociotechnical imaginaries in programmatic advertising

ABSTRACT Disinformation researchers suggest that the digital advertising market has been used to divert brand budgets to monetise misinformation and fund fake news. Despite mounting evidence from journalists and whistleblowers, it remains unclear why advertisers and marketing academics overlook the harmful effects of online advertising. This study explores the techno-social imaginaries that frame harmful outcomes as externalities unrelated to the market. By analysing how marketing agencies describe programmatic advertising, three imaginaries emerge: (1) an ideological justification, (2) the disassociation of adverts from publishers, and (3) selecting marketers as the sole stakeholders. The sociotechnical imaginaries conceal likely outcomes, including ad fraud, the proliferation of AI-generated synthetic users (social bots), and the monetisation of incendiary content. The article urges digital marketers to establish oversight over advertising technology firms (AdTech).

Round-Robin Beyond Additive Agents: Existence and Fairness of Approximate Equilibria

Fair allocation of indivisible goods has attracted extensive attention over the last two decades, yielding numerous elegant algorithmic results and producing challenging open questions. The problem becomes much harder in the presence of strategic agents. Ideally, one would want to design truthful mechanisms that produce allocations with fairness guarantees. However, in the standard setting without monetary transfers, it is generally impossible to have truthful mechanisms that provide nontrivial fairness guarantees. Recently, Amanatidis et al. [Amanatidis G, Birmpas G, Fusco F, Lazos P, Leonardi S, Reiffenhäuser R (2023) Allocating indivisible goods to strategic agents: Pure Nash equilibria and fairness. Math. Oper. Res., ePub ahead of print November 30, https://doi.org/10.1287/moor.2022.0058 ] suggested the study of mechanisms that produce fair allocations in their equilibria. Specifically, when the agents have additive valuation functions, the simple Round-Robin algorithm always has pure Nash equilibria, and the corresponding allocations are envy-free up to one good (EF1) with respect to the agents’ true valuation functions. Following this agenda, we show that this outstanding property of the Round-Robin mechanism extends much beyond the above default assumption of additivity. In particular, we prove that for agents with cancelable valuation functions (a natural class that contains, e.g., additive and budget-additive functions), this simple mechanism always has equilibria, and even its approximate equilibria correspond to approximately EF1 allocations with respect to the agents’ true valuation functions. Furthermore, we show that the approximate EF1 fairness of approximate equilibria surprisingly holds for the important class of submodular valuation functions as well, even though exact equilibria fail to exist. Funding: This work was supported by the Horizon 2020 European Research Council Advanced Grant “AMDROMA: Algorithmic and Mechanism Design Research in Online Markets” [Grant 788893], the Ministero dell’Università e della Ricerca Research project of national interest (PRIN) “ALGADIMAR: Algorithms, Games, and Digital Markets,” the Nederlandse Organisatie voor Wetenschappelijk Onderzoek Veni Project “Algorithmic Fair Division in Dynamic, Socially Constrained Environments” [Grant VI.Veni.192.153], and the National Recovery and Resilience Plan Greece 2.0 funded by the European Union under the NextGenerationEU Program [Grant MIS 5154714].

Exploration of Strategies and Learning Experience Process of Mompreneurs: Case Studies in the Halal Certification

This study aims to explore the strategies and learning experiences process of mompreneurs. The halal certification process was chosen as the point of this because the process of obtaining halal certification is a process that requires preparation and time. In addition, obtaining halal certification is a legality that is considered to reflect the needs of Muslims. This study uses a multi-case study methodology. Data were obtained through observation and interviews. Meanwhile, data triangulation was carried out by digital tracking. This study reveals that the learning experiences process of mompreneurs is utilizing programs from various government agencies to overcome cost challenges and build a network through which to obtain halal certification. Certification experience increases the mompreneur’s ability in good production processes but does not directly impact sales. Momprenaurs' commitment is built on the motivation to protect the family heritage. In all cases, they did not apply a low-cost strategy, so they prioritized the sales channel for souvenir centers and did not take advantage of the online market because prices could not compete in the online market.

The Investigation of Progress and Application in the Multi-Armed Bandit Algorithm

This article delves deeply into the development process and practical applications of the multi-armed bandit algorithm in the current digital era. With the continuous popularity of online advertising and online learning, information has grown explosively, making decision optimization crucial. The multi-armed bandit algorithm, as a sequential decision-making model, encompasses common algorithms such as the greedy algorithm, -greedy algorithm, UCB algorithm, and Thompson sampling. Its main role is to seek the best balance between exploration and exploitation to solve the fundamental problems in reinforcement learning. The article introduces an internationally released datasets, namely MovieLens, and elaborates in detail a series of indicators for evaluation, including the average number of friends per user, the average number of listened-to artists per user, the average number of movie rating times, the average number of tags added by users, content diversity indicators, and statistics on the differences in click-through rates of recommendations for different types of movies. In addition, the article also presents the specific methods of literature collection, screening, analysis, and review. Its purpose is to understand the multi-armed bandit algorithm more deeply and provide strong guidance for the future development and wide application of this algorithm in various fields.

A Strategy for Advertisement Placement based on the Multi-Armed Tiger Problem

The purpose of this study is to investigate the effectiveness of using Multi armed bandit model, which contains -greedy, Upper Confidence Bound (UCB), and Thompson sampling algorithms, to optimize online advertisement placement. Through simulating different types of ad placements using different algorithms and comparing them, this paper intends to demonstrate the feasibility of the Multi-Armed Robber model for the ad placement problem. The results show that the multi-armed bandit model can improve the ad click rate compared with the traditional ad placement strategy. Thompson sampling algorithm outperforms the -greedy algorithm and UCB algorithm in this paper's experiments, which can better balance exploration and application and reduce regret. The algorithm provides a more efficient method of allocating ad resources. These findings provide new insights into the field of digital marketing and may have an impact on the development of actual ad placement strategies.

HOW DIGITAL MARKETING DRIVES SALES FOR SMALL BUSINESSES?

In this article, we discuss how digital marketing is important to small businesses based on our survey. We will see factors that help small businesses increase their sales without spending a big amount of resources as businesses did. What are the privileges of digital marketing in the the technologies era and what are the difficulties of online marketing that small businesses face? According to statistics, we will see how methods like content marketing, social media, Facebook ads, and PPC influenced businesses in numbers. So, from this article, you can learn different digital marketing approaches, their importance, and how to overcome challenges.

A Study on Advertising Strategies of Yana Travels, Bengaluru

Advertising strategies referto the overall plan or approach that a business or organization usesto promote its products or services to a target audience. These strategies are designed to create awareness, generate interest, and ultimately persuade potential customers to take specific actions, such as making a purchase, signing up for a service, or engaging with a brand. Advertising strategies refer to the planned approach businesses use to promote their products or services to target audiences, aiming to achieve specific marketing objectives such as brand awareness, customer engagement, and sales growth. In this study, we delve into the advertising strategies adopted by travel companies, examining how these firms design and execute campaigns to stand out in a highly competitive industry. With the rise of digital platforms and evolving consumer preferences, travel companies are now leveraging diverse advertising channels, including social media, influencer partnerships, search engine optimization (SEO), and paid online ads, alongside traditional media such as television and print. This article explores how these strategies are crafted to resonate with various customer segments, addressmarket seasonality, and enhance brand visibility. The research also evaluates the impact of these advertising efforts on customer engagement, brand loyalty, and return on investment (ROI). By offering insights into successful marketing approaches, this study aims to guide travel companies in refining their advertising strategies to stay competitive in a rapidly changing marketplace.

Transforming Lives and Businesses

This article explores the aspirational marketing modalities promoted by “spiritual marketing coaches” (SMC) that target freelancers in the well-being and yoga sector. It focuses on the narratives of success applied in what is essentially a “marketing of marketing,” analysing the semiotic qualities, functions, and implications of these promotional strategies. Specifically, it investigates how SMCs engage in meaning-making and religion-making through aspirational narrations while using inbound marketing to promote the use of the same. I argue that “spiritual marketing” incorporates a semiotic shift towards language and narrations commonly used in contemporary spirituality. This has introduced modalities that combine marketing tools with spiritual and esoteric doctrines via algorithmic processes, the spiritual exercise of bringing forward a business idea with purpose, and inner transformation for the sake of signalling authenticity. Promoting the esoteric paradigm that thought controls matter, “spiritual marketing” inadvertently relies on the appeasement of online marketing algorithms to attract more clients.

Research on the Analysis and Optimization of Advertising Strategies on YouTube

The research presented in this paper investigates YouTube advertising and its problems and prospects with an emphasis on ad fatigue, ad-blocking tools, and targeting issues in digital advertising. The paper focuses on the aspects that might influence the effectiveness of YouTube ads based on the literature review and the case study of the YouTube channel Verdeliss. Some of the discoveries presented show that such factors as entertainment and informativeness are vital for capturing the audience’s attention, whereas ad irritation and targeting errors negatively impact the ads’ performance. Some of the strategies suggested are increasing the ad variety and relevance, refining targeting algorithms, and reducing the effects of ad blockers to enhance the return on investment (ROI) and user interaction. This study highlights the need to overcome these challenges to enhance digital advertising, especially on YouTube, so as to meet the users’ needs and firm goals. Based on these strategies, future research should endeavor to use empirical research to validate these strategies and other emerging methods of digital advertising in the dynamic online environment.

Knowledge, practices and perceptions of energy labelling of nut products among Australian consumers and stakeholders: an online survey.

Nut consumption in Australia is low, perhaps due to concerns with weight gain. However, nut consumption is not associated with increased weight, in part because of their lower metabolisable energy. Current energy labelling for nuts use Atwater factors, which over-represent the available energy from nuts. Therefore, this research aimed to examine stakeholders' knowledge, practices and perceptions of displaying true metabolisable energy on nutrition labels and its perceived impact on nut consumption. An anonymous and voluntary survey was conducted online. Eligible respondents lived in Australia, were aged 18 years or older and had either no formal nutrition education (consumer group) or had formal training and were working as a stakeholder (stakeholder group; working in nutrition/dietetics, public health, food industry, food regulation or nut growing). Convenience sampling and snowballing were used to recruit respondents primarily via online advertisement. Three hundred and forty-eight respondents (63.2% female; 71.0% aged 18-39 years; 69.0% Bachelor's degree or higher) were included in the analyses. A larger proportion of stakeholders agreed that nut consumption assists with weight management (67.9%) compared with consumers (47.6%). Theoretical food packaging showing both Atwater and metabolisable energy in the nutrition information panel was favoured among consumers and stakeholders, though 62.3% of consumers reported that a lower metabolisable energy of nuts would not impact their consumption. This study indicates a need to further investigate the impact of metabolisable energy labelling on nut intake. Further education about the relationship between nuts and body weight is required for consumers and stakeholders.

The Application of Digital Marketing in the Operation and Development of Pet Stores in China

Pet stores have both opportunities and challenges as a result of the notable rise of the pet sector in China in recent years. Pet stores are increasingly using digital marketing techniques to successfully navigate this changing environment. The development and functioning of pet stores in China heavily depend on the use and impact of internet marketing. Pet stores can obtain a competitive edge in a highly competitive industry by studying digital marketing methods that will improve their brand awareness, customer engagement, sales growth, and operational efficiency. This study examines the use of digital marketing and its effects on the growth and operation of pet stores in China, analyzing and summarizing the body of prior research in the field. It studies at different consumer traits, profitability tactics, and operational methods. The effectiveness of several digital marketing techniques, such as content, display, search, and social media marketing, is also examined in this article. The study found that pet stores can improve their operational efficiency and brand awareness, customer engagement, and sales by implementing digital marketing methods. Social media marketing, search marketing, display marketing, and content marketing all demonstrate high effectiveness in achieving business objectives. All things considered, internet marketing gives pet stores the vital resources and techniques they need to overcome market obstacles.

Online Marketing and Advertising in Nigeria: Prospects and Challenges

The study was guided by three research objectives and underpinned by two theories: Technological Determinism and Social Presence Theories. The study was tilted toward qualitative methodology while library research design was adopted in studying secondary data obtained from books, journals, and newspapers which were analysed. Among other findings, the study ascertained that the Internet and other communication technology channels are generally changing many aspects of consumers’ buying behaviour all over the world, including Nigeria, to new goods and services and that the Internet and the World Wide Web have transformed how goods are bought and the way businesses are conducted. The study also found that despite the prospect of online marketing and advertising, unpredictable fixed line networks in Nigeria and unstable electricity supply, pose serious challenges to online marketing and advertising in Nigeria. The study concluded that these situations pose challenges to sustainable marketing communication in Nigeria. Given these findings, the study recommended among others that, the government and all the relevant stakeholders should improve on internet infrastructure in Nigeria, constant electricity supply, and make data subscription affordable and that online advertising messages need to be compelling and engaging to be able to capture and retain audience attention, to achieve the desired result.

Collaborative efforts of the Joint Action PreventNCD and the WHO Europe to protect children from harmful marketing

Abstract Control and counter the effects of advertisements and online marketing is one of the policy actions that will be explored within the JA Prevent NCD that has the overall aim to “reduce the burden of cancer and other NCDs and common risk factors, both at a personal and societal level, and support member states by taking a holistic approach for the prevention of cancer and other NCDs, through coordinated action”. The work that will be building on the JA Best-ReMaP sustainability framework recommendations to improve the effective implementation of policies to reduce harmful marketing of unhealthy food, would at the same time comprehensively address also tobacco and alcohol maketing. Thirteen different countries are involved in the work package on regulation and taxation that has the overall objective to “improve compliance, coherence, wider implementation and enforcement of fiscal and regulative measures targeting major NCD-risks factors.” This includes a broad range of tasks from mapping existing policies and frameworks, accumulating knowledge on health taxes and fiscal policies, promoting the use of joint nutrient profile models, assessing the impact of labelling on products to create healthier behaviors, supporting the implementation of policies to reduce the impact of harmful marketing, strengthening regulations towards hazardous substances and developing monitoring indicators for policies for prevention of NCD. An overview of the concrete collaborative actions to support the implementation of the marketing regulation will be given: (1) on JA work with the MSs and especially presidency countries, to allow for the discussions on the development of the EU regulation for reduction of the harmful marketing; (2) on the EU stakeholders positions regarding marketing regulation; (3) on the collaborative actions in scaling up the KidAd app. (5) the development of an algorithm to detect alcohol, tobacco and nicotine-containing products will be jointly developed and piloted.