Online Advertising Research Articles

Secrets to why consumers skip ads: The moderating role of personality traits

ABSTRACT In an era where online video advertising is paramount for engaging audience attention, YouTube emerges as a leading platform, drawing a vast spectrum of viewers. Despite its reach, the efficacy of video ads is often compromised by viewer tendencies to skip or avoid content perceived as irrelevant, intrusive, or irritating. This investigation delves into the nuanced personalities of individuals predisposed to dismissing YouTube video advertisements. Our comprehensive analysis uncovers a significant correlation between the perception of ad irrelevance and intrusiveness and the inclination to skip ads. Furthermore, we reveal that conscientiousness and neuroticism intensify the adverse effects of perceived irrelevance and intrusiveness on ad avoidance behaviors. In contrast, traits such as extraversion, agreeableness, and openness to experience mitigate these negative perceptions, suggesting a complex interplay between personality and ad reception. This study not only elucidates the dynamics of viewer engagement with online video ads but also offers valuable insights for advertisers aiming to tailor content more effectively to diverse audience segments.

La sostenibilidad como valor de marca en la publicidad automotriz de España

Introduction: Climate change and Corporate Social Responsibility (CSR) have driven companies, including the automotive industry, to embrace sustainability as a fundamental part of their communication strategy. Purpose: The main objective of this study is to analyze sustainability as a brand value in digital advertising in the Spanish automotive industry. Methodology: This research follows a triangular methodology combining interviews, surveys, and analysis of advertising content to explore how experts and consumers perceive this trend, considering their gender and age. Findings: The result of this work shows that sustainability is increasingly influencing purchasing decisions, but there is a disconnect between what advertising conveys and what users value. Brands still prioritize design and price over sustainability, having to progressively adjust their messaging to better reflect the ecological and social concerns that audiences have. Originality/value: The contribution focuses on two paths: firstly, to fill an academic gap in terms of studies focused on the specific communication actions carried out by the automotive sector in Spain, and secondly, to demonstrate that sustainability has not entered as a brand value that forces higher sales.

Integrating green image with relationship marketing: A moderating role of green image

This study integrates social exchange theory, the biophilia hypothesis, the hierarchy of effects model, and self-congruency theory to examine how relational benefits and green image influence positive emotion, customer loyalty, and customer green behavior (CGB). Data were collected from 314 respondents via an online marketing research firm and analyzed using SmartPLS 4.0. The results show that customers’ perceptions of relational benefits have a direct impact on both customer loyalty and positive emotions. While green image significantly affects customer loyalty, it does not have a direct impact on positive emotions or CGB. However, green image enhances the positive association between customer emotions and CGB, suggesting that customers are more likely to engage in green behavior when they feel a positive emotional connection with a company they perceive as environmentally responsible. These findings suggest that restaurant firms should implement marketing strategies to improve their green image by emphasizing the value of relational benefits. Both theoretical and managerial implications are discussed.

Homomorphic Encryption for Secure Ad Targeting: Balancing Privacy and Personalization in Digital Advertising

This article explores the application of homomorphic encryption (HE) in secure ad targeting, addressing the critical challenge of balancing personalized advertising with user privacy concerns in the digital advertising ecosystem. We examine the fundamentals of HE, its integration into ad targeting processes, and propose a privacy-preserving ad platform architecture. Through a comprehensive feasibility analysis and performance evaluation, we assess the technical challenges, computational overhead, and scalability issues associated with implementing HE in real-time ad serving. Our findings indicate that while HE offers strong privacy guarantees, it currently faces limitations in terms of latency and throughput compared to traditional ad targeting methods. We analyze the trade-offs between privacy protection and targeting effectiveness, highlighting the impact on ad relevance and personalization. The article also discusses future directions, including advancements in HE algorithms, integration with other privacy-enhancing technologies, and regulatory considerations. By synthesizing current research and experimental results, this work provides valuable insights into the potential of HE to revolutionize privacy-preserving ad targeting, paving the way for a more secure and privacy-conscious digital advertising future.

How Are Physical Activity and Mindfulness Associated with Psychological Symptoms Among Chinese University Students: The Independent and Joint Role

Prevalence of psychological symptoms among Chinese university students is relatively high globally, and most students cannot receive timely treatment. Therefore, exploring protective factors for these symptoms is crucial. In this study, the aim was to examine the independent and joint associations of physical activity (PA) and mindfulness with symptoms of depression, anxiety, and internet addiction. Due to the simplicity of implementation in a university context, a cross-sectional survey was conducted in China in 2022. Participants were recruited through online advertisements, in which 710 Chinese university students met the eligibility criteria and were included in the analysis. Participants were then classified into four groups according to their PA and mindfulness levels. Adjusted nominal logistic regression models controlled for age and sex were fitted to examine the independent and joint associations of PA and mindfulness with symptoms of depression, anxiety, and internet addiction. When examined independently, high PA was associated with lower odds of depressive, anxiety, and internet addiction symptoms, while high mindfulness was associated with lower odds of depressive symptoms. When examining the joint effect, compared to students with low PA and low mindfulness, those with high PA and low mindfulness had a lower risk of depressive and internet addiction symptoms, while students with high PA and high mindfulness reported the lowest odds of depressive, anxiety, and internet addiction symptoms. The current study found that a combination of PA and mindfulness was associated with a lower risk of psychological symptoms. Future studies are suggested to confirm the joint effects of PA and mindfulness on mental health using experiment design.

Abstract 4129223: Large Language Modeling-Enabled Analysis of Atrial Fibrillation Topics and Sentiments on Social Media

Purpose: We utilized large language modeling (LLM) and automated topic modeling techniques to describe public perceptions regarding AF on Reddit, a social media platform. Methods: In this qualitative study, we curated all AF-related discussions on Reddit from 2006 to 2023 by searching for all posts and comments containing AF-related terms (“atrial fibrillation”, “afib”, and “atrial flutter”). Discussions were embedded using a state-of-the-art embedding model (BAAI/bge-base-en-v1.5). Embeddings are reduced in dimensionality using Uniform Manifold Approximation and Project and clustered using K-Means Clustering to find topics and groups. Topic and group labels are enhanced using large language models (Llama2 and GPT4, respectively). Results: We identified a total of 86,323 discussions related to AF from 38,183 unique users between April 14, 2006 and November 20, 2023. Discussions around wearables and ablations increased over time, while discussions around anticoagulation had periodic spikes. The topic modeling pipeline automatically identified 64 topics and 9 groups (Figure 1). Groups emphasized the following themes: lifestyle factors and triggers associated with AF (groups 1, 5, 7); patient experiences with management strategies including anticoagulation, rate control, pharmacological rhythm control, and ablation (groups 2, 4, 5); experiences with wearable devices (group 8); psychological burden of living with AF (group 6); and online advertisements for AF-related medications (groups 3, 9). Conclusions: Our AI-enabled topic modeling analysis revealed public perceptions about AF including triggers, experiences with different management strategies, impact of wearables, and psychological burden of the diagnosis, which may help guide potential strategies for improving shared decision making around the AF patient journey.

Examining gamification affordances for intrinsic needs of satisfaction in tourist engagement activities on digital platforms in Hong Kong

The effectiveness of gamification elements has been widely examined in different aspects over the past decade. However, recent research showed that not all gamification elements can effectively engage users or consumers in different domains including video games and online shopping activities. To examine these inconsistent results, affordance theory was expanded to propose a new affordance design model in the gamification context. This study included a questionnaire survey of 303 Hong Kong residents, aged 18- 60 years old. SmartPLS4.0 structural equation modelling (PLS-SEM) was employed. The findings indicated that the proposed gamification affordances were largely significant for consumers’ psychological satisfaction needs, except for hedonic-based features. The results also demonstrated that gamification serves as a rewarding tool for consumers to foster social connections and achieve self-fulfillment. This highlights the utilitarian value within the relationship between consumers and activities in tourism. The objective of this research was to identify which gamification affordances most effectively fulfilled consumers’ psychological need of satisfaction by incorporating self-determination theory. This study contributed using a new affordance model to understand consumer actions in the knowledge construction of gamification effectiveness, especially in the tourist markets and its impact on consumers’ psychological satisfaction needs. The effectiveness of gamification of reward-based affordances present that the this research provide valuable insights that can be used by marketers to develop effective online marketing strategies specifically for online tourism activities in Hong Kong.

Beyond Barbie: Representations of whiteness in China’s digital advertising

This article examines how Western brands and white Western entrepreneurs employ representations of whiteness in advertising their products on China’s social media platforms. While research has effectively revealed the prevalence of white hegemony in advertising, few studies have addressed the representation of whiteness in non-Western contexts such as China. Focusing on the largest and highly digitized retailing industry in Asia, this article examines branding used by Western brands and white Western entrepreneurs in their advertising campaigns. The analysis delves into how Western products resonate with China’s Gen Z consumers, and how advertising campaigns respond to those consumer preferences by incorporating nationalist sentiments. This article examines the visual complexities through which whiteness is expressed in various campaigns on social media platforms, emphasizing the contested, reproduced, and performed nature of whiteness.

Digital Marketing Strategies and Brand Awareness of Afrinnovators Group Ltd

Purpose: In today's digital age, the significance of digital marketing strategies in enhancing brand awareness among businesses was emphasized. This research aimed to assess the influence of digital marketing strategies on brand awareness in Rwanda, focusing on Afrinnovators Group Ltd. The study had three objectives: to evaluate the impact of different digital marketing channels, the effect of digital marketing expenditure, and the role of social networking platforms on brand awareness. Methodology: The theoretical framework reviewed Bandura's Social Learning Theory, Howard's Consumer Behavior Theory, and Rogers' Diffusion of Innovation Theory. A mixed-method approach was employed, involving quantitative and qualitative research designs. The target population included 102 individuals, with a sample size of 81 respondents determined using Slovin's formula. Data analysis involved descriptive and inferential statistics for quantitative data and thematic analysis for qualitative data. Findings: Regression analysis highlighted digital marketing expenditure as the most significant predictor of brand awareness, with an unstandardized coefficient of 0.096 (p = 0.022). Other predictors included social media marketing with a coefficient of 0.085 (p = 0.035) and search engine marketing with a coefficient of 0.078 (p = 0.041). The study concluded that strategic digital marketing efforts profoundly impacted brand awareness for Afrinnovators Group Ltd. Unique Contribution to Theory, Practice and Policy: Recommendations included prioritizing social media marketing, enhancing email and search engine campaigns, and investing in online ads and videos. Future research was suggested to explore long-term effects, emerging technologies, and comparative studies to optimize digital marketing strategies. This study contributed to academic knowledge, offered practical implications for businesses, and aligned with Sustainable Development Goals by promoting economic growth.

Online Marketing through Consumers: A Study of Effectiveness of Tools and Techniques Across Industries

This study aims to examine how consumers' perceptions of brands and their purchasing decisions are influenced by various online marketing tools used in different industries, such as Word of Mouth (WOM), online chat assistance, and email advertising. The purpose of this research was to explore the relationship between these online marketing tools and their impact on brand perception and consumer purchasing decisions. While there are many factors that influence consumer purchasing decisions and brand perception, the most significant ones are word of mouth, online chat, and email. Our findings indicate that internet-active residents of India prefer word of mouth over online chat and email advertising. Many companies use word of mouth as an online marketing strategy to attract potential customers and influence their purchasing decisions and brand perception. There are no universal factors that affect consumer decisions in India but word of mouth, being cost-effective, is widely used by consumers and has proven to be effective. In India, the cultural emphasis on personal recommendations holds significant influence over consumer behavior. This preference has led to a growing trend where brands are leveraging the power of influencers to promote and market their products. This strategy allows brands to tap into the trust and authority that influencers hold within their respective communities, ultimately enhancing their reach and impact in the market.

A Study on Data Scraping of Cosmetic Products from E-Commerce Website

The popularity of cosmetic products has snowballed over the past few years. Hence, there have been many more brands and makeup products on the market, especially in the online market. To analyze the online marketing trends in the Indian cosmetic industry, we have used some of the most popular Indian websites like Amazon, Flipkart, Ulta and Sephora to scrape the product data. This dataset also contains the ingredients of these products, which can be further analyzed

Spiral of Silence: Consumer Attention, Media Emotion, and Pork Price Fluctuations

This study utilized web crawling and text analysis to collect weekly data from July 2018 to March 2022. Using the spiral of silence theoretical framework, it explores the relationship between consumer online attention during sudden animal epidemics and pork price volatility. The research found that consumer online attention, influenced by animal disease outbreaks, significantly intensifies pork price volatility both directly and indirectly through changes in media sentiment and consumer expectations. On the one hand, the sentiment in official media reports partially mediates the relationship between consumer attention and pork price volatility. As consumer attention increases, positive sentiment in official media also rises, exerting an indirect stabilizing effect on pork prices. On the other hand, consumer expectations also have a partial mediating role, and the volume of negative news reports from unofficial media significantly amplifies the impact of consumer attention on pork price volatility. These findings provide valuable insights into the relationship between consumer online attention and market fluctuations in the agricultural sector and offer practical recommendations for enhancing demand-side management strategies.

Examining the e-cigarette scenario based on distribution, availability, marketing, and banning: A GIS-Based qualitative study in Bangladesh.

Globally, over 81 million people use e-cigarettes, and the majority of them are young adults. Using e-cigarettes causes different types of adverse health effects both in adults and elderly people. Over time, using e-cigarettes has detrimental consequences on lung function, brain development and numerous other illnesses. This study employed a mixed-methods conducted between June and September 2023, comprising two phases: Geographical Information System (GIS) mapping of available e-cigarette point-of-sale (POS) locations and conducting 15 in-depth interviews (IDIs) with e-cigarette retailers, along with 5 key informant interviews (KIIs) involving tobacco control activists and policy experts. ArcGIS was employed for spatial analysis, creating distribution and type maps, and buffer and multi-buffer ring analyses were conducted to assess proximity to hospitals and academic institutions. Data analysis involved descriptive statistics for GIS mapping and qualitative analysis for interview transcripts, utilizing a priori codebook and thematic analysis. A total of 276 POS were mapped in the entire Dhaka city. About 55 POS were found within 100m distance from academic institutions in Dhaka city, which offers the easy accessibility of young generations to e-cigarettes. The younger generation is becoming the major target for e-cigarettes because of their alluring flavors, appealing looks, and variation in flavors. Sellers have been using different marketing tactics such as postering, offering discounts and using internet marketing on social media. Moreover, they try to convince the customers by saying that e-cigarettes are 'not harmful' or 'less harmful'. However, retailers were mostly taking e-cigarettes from local wholesalers or distributors. Customers buy these products both from in-store and online services. Due to the absence of laws and regulations on e-cigarettes in Bangladesh, the availability, marketing, and selling of e-cigarettes are increasing alarmingly. E-cigarette retail shops are mostly surrounded by academic institutions, and it is expanding. Besides, frequent exposure, easy accessibility, and tactful promotion encourage the younger generations to consume e-cigarettes. The government should take necessary control measures on manufacturing, storage, advertising, promotion, sponsorship, marketing, distribution, sale, import, and export in order to safeguard the health and safety of young and future generations.

How do product innovation, internet marketing and brand identity affect business performance of small and medium-sized agri-food processing?

How do product innovation, internet marketing and brand identity affect business performance of small and medium-sized agri-food processing?

The role of social media data in enhancing B2B omni-channel marketing efforts in small businesses

PurposeThis paper explores the role of social media data in enhancing business-to-business (B2B) omni-channel marketing (OCM) efforts in small businesses. B2B marketing strategy is explored through the lens of each business’s marketing manager’s insights. A novel social media data visualisation tool for B2B marketing campaign development is presented, adding contextualisation to OCM activities.Design/methodology/approachThis exploratory study uses the qualitative interview method to consider the research question: what role does social media data play in enhancing B2B marketing efforts across the omni-channel in small businesses? The paper presents the findings of 25 in-depth interviews with small business marketing managers from a range of B2B industries, guided by a literature-informed interview template. Insights are developed using an open coding approach via traditional pen and paper methods, underpinned by thematic analysis.FindingsSmall business marketing managers recognise the importance of social media data in enhancing B2B OCM efforts in their organisations. They acknowledge online marketing channels as paths to enhanced brand awareness and relationship building and recognise social media’s growing influence on B2B customers’ decision-making processes. There is a dichotomy between the professed importance of social media data and its use among some small business marketing managers in their B2B OCM efforts. Others are capturing these data and integrating it with other data resources, thereby embedding social media data as a strategic resource within their business. Findings indicate that it is only in these small businesses that OCM strategy is evolving to meet B2B customer expectations of an integrated OCM experience, informed by social media data, across all channels and touchpoints.Research limitations/implicationsThis work is of particular interest to marketing managers within small businesses seeking to improve their B2B marketing efforts across the omni-channel. It is of value to all B2B enterprises, given the rate of advancement of the B2B social media marketing landscape.Originality/valueRecognised as an emerging area, research relating to B2B OCM is limited. This paper provides empirical data on OCM efforts in small businesses from a B2B perspective and considers the role of social media data in enhancing marketing efforts across the omni-channel. Underpinned by social network theory and based on insights gleaned from fieldwork, a social media data visualisation tool is presented, the first of its kind in this sphere.

Multifactor Quality and Safety Analysis of Semaglutide Products Sold by Online Sellers Without a Prescription: Market Surveillance, Content Analysis, and Product Purchase Evaluation Study.

Over the past 4 decades, obesity has escalated into a global epidemic, with its worldwide prevalence nearly tripling. Pharmacological treatments have evolved with the recent development of glucagon-like peptide 1 agonists, such as semaglutide. However, off-label use of drugs such as Ozempic for cosmetic weight loss has surged in popularity, raising concerns about potential misuse and the emergence of substandard and falsified products in the unregulated supply chain. This study aims to conduct a multifactor investigation of product quality and patient safety risks associated with the unregulated online sale of semaglutide by examining product availability and vendor characteristics and assessing product quality through test purchases. We used a complex risk and quality assessment methodology combining online market surveillance, search engine results page analysis, website content assessment, domain traffic analytics, conducting targeted product test purchases, visual quality inspection of product packaging, microbiological sterility and endotoxin contamination evaluation, and quantitative sample analysis using liquid chromatography coupled with mass spectrometry. We collected and evaluated 1080 links from search engine results pages and identified 317 (29.35%) links belonging to online pharmacies, of which 183 (57.7%) led to legal pharmacies and 134 (42.3%) directed users to 59 unique illegal online pharmacy websites.Web traffic data for the period between July and September 2023 revealed that the top 30 domains directly or indirectly affiliated with illegal online pharmacies accumulated over 4.7 million visits.Test purchases were completed from6 illegal online pharmacies with the highest number of links offering semaglutide products for sale without prescription at the lowest price range. Three injection vial purchases were delivered; none of the 3 Ozempic prefilled injection pens were received due to nondelivery e-commerce scams.All purchased vials were considered probable substandard and falsified products, as visual inspection indicated noncompliance in more than half (59%-63%) of the evaluated criteria. The semaglutide content of samples substantially exceeded labeled amounts by 28.56%-38.69%, although no peptide-like impurities were identified. The lyophilized peptide samples were devoid of viable microorganisms at the time of testing; however, endotoxin was detected in all samples with levels ranging between 2.1645 EU/mg and 8.9511 EU/mg. Furthermore, the measured semaglutide purity was significantly low, ranging between 7.7% and 14.37% and deviating from the 99% claimed on product labels by manufacturers. Glucagon-like peptide 1 agonist drugs promoted for weight loss, similar to erectile dysfunction medications more than 2 decades ago, are becoming the new blockbuster lifestyle medications for the illegal online pharmacy market. Protecting the pharmaceutical supply chain from substandard and falsified weight loss products and raising awareness regarding online medication safety must be a public health priority for regulators and technology platforms alike.

A Review of Marketing Stratergies for Promoting Sustainable Tourism Destinations in India

Sustainable tourism for Indian destinations is promoted and marketed by utilizing marketing strategies to gain interest from travelers. However, the promotion of sustainable tourism destinations is achieved in a manner that does not jeopardize the environment or community conservation. Sustainable tourism is promoted by increasing the destination's visibility, which includes social media marketing, search engine optimization, and content marketing, one such example is the scheme of Swadesh Darshan, which was launched by the Indian tourism and it aims for the development of sustainable tourism destinations. Furthermore, enhancing cultural and community features in marketing might help to attract and retain tourists' interest, thereby strengthening sustainable tourism. To entice people to visit sustainable tourist places, the tourism sector is focusing on proper selling factors, physical improvements to attractions and accessibility, and proximity to other tourist sites. Overall, the current study reveals that a comprehensive Destination Management action plan can help accelerate India's green tourism transition. This study aims to understand some of the marketing strategies employed by Indian Tourism Industry on environmentally sustainable vacation spots. The Indian travel industry is impacted by sustainable tourism, one of the topics discussed in this article. This study is descriptive and relies only on books and periodicals covering a wide range of topics that are relevant to sustainable tourism destinations in India. Moreover, the present study also highlights, the importance of online marketing strategies for marketing sustainable Indian travel destinations which is discussed to have a better understanding of the future of the tourism sector in India. The particulars of the study are emerging from the SWOT analysis model for the assessment as well as the scrutinization of the potential of the Indian tourism industry.

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

Analysis Of Elasticity Of Demand For Processed Agricultural Products In Online Markets, Thailand

Analysis Of Elasticity Of Demand For Processed Agricultural Products In Online Markets, Thailand

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.