Online Advertising Research Articles

Consumer Behaviours on Online Shopping among Professionals at Bataan Peninsula State University

The use of the Internet in the Philippines and especially in Bataan offers a growing prospect for e-shopping. If E-customers know the factors that affect online behavior and the relationships between these factors, further they can build new marketing strategies to transform probable customers into lively customers. Consumer behavior is treated as an applied discipline because some decisions significantly affect customers’ behavior and expected actions. The two main views that seek solicitation of its awareness are societal and micro. The Internet has changed the way of consumers store and has rapidly developed into a global perspective. Many companies started using online shopping to reduce marketing costs, which will lead to reducing the price of their products to stay forward in very highly competitive markets. Companies also use the Internet to deliver, connect, and distribute information and products. The customer uses the Internet in so many ways not only for buying products but also to compare product structures, prices, warranties and delivery services. Many specialists are positive about the future of online marketing business. In accumulation to the wonderful potential of the E- e-market, the Internet provides a unique opening for companies to efficiently reach existing and possible customers. Although the maximum income of online dealing comes from business-to-business trade, the practitioners of business-to-consumer trade should not lose their confidence. In this study, it may be identified that there are still some loopholes in the consumer behaviors of the professionals. Until now, the researchers and practitioners of e-commerce regularly struggle to develop an improved vision of consumer behavior. This study would like to analyze more of the consumer behavior of professionals as they go on and carry on with their everyday lives. Since they are assumed to be busy all the time, the researcher would like to identify if these are some of the factors or if there are behind-the-scenes reasons why they are using online shopping. The idea of the study is to pursue more on what must be done as the Internet is skyscraping the commercial market. Keywords: Consumer, Behaviors, Online Shopping, Professionals, Bataan Peninsula State University

Living an Immersion Experience: Are First-Person Narratives Always Effective for Potential Travelers?

ABSTRACT Video blogs (or vlogs), which are gradually becoming the mainstream way for young people to record their travels during the COVID-19 pandemic, are convenient for introducing a travel destination through a selfie or a first-perspective long shot. This study investigates how narrative perspectives influence advertising effects, and explores the moderating effect of tourists’ affective risk perceptions. Two experimental studies were conducted to test the proposed hypotheses. Study 1 investigates the relationship between narrative perspectives, media types, and advertising effects. The results show that the media type acts as a moderating variable, affecting the advertising effects produced by different narrative perspectives. Study 2 indicates that affective risk perceptions have a mediating effect between narrative perspectives and advertising effects, and epidemic prevention measures have a moderating effect between narrative perspectives and affective risk perceptions. The research findings provide theoretical and managerial implications for online marketing of tourism in the context of the pandemic.

Research on Xiaomi's Business Model

In the context of a rapidly evolving technological landscape, it is imperative to gain insight into the fundamental principles underpinning the success of business models in this sector. This paper examines the strategic approach of Xiaomi, a leading technology company, with a view to elucidating the factors that have contributed to its considerable growth and market penetration. This paper focuses on Xiaomi's distinctive business model, which integrates internet, hardware and new retail concepts. It explores the company's value proposition, customer segmentation, sales channels, key resources, partnerships, revenue streams and cost structure through a comprehensive analysis. This paper specifically employs a strategic analysis framework to examine Xiaomi's strategies for building an ecosystem and penetrating overseas markets. The findings indicate that Xiaomi's success can be attributed to a cost-effective marketing strategy, robust Internet marketing capabilities, strategies for adapting to local markets overseas, robust ecosystem partnerships, and a symbiotic ecosystem encompassing smartphones, IoT products, and Internet services.

Why We Cannot Identify Human Trafficking from Online Advertisements

ABSTRACT Numerous studies have attempted to identify instances of human trafficking through online sex advertisements. In this paper, I critically examine why these studies fall short of their claims, highlighting a paucity of empirical evidence to back their assertions. I identify seven issues in this research area: overstated objectives, a lack of evidence concerning the accuracy of human annotators and trafficking indicators, subjective interpretation of these indicators, an assumption of the veracity of ads as true representations of sex workers, a tendency to conflate human trafficking with sex work, and an oversimplified understanding of the experiences of human trafficking victims. While offering potential solutions to these problems, the paper ultimately concludes that it remains unlikely for research to detect victims of human trafficking based solely on online ads.

AI-Driven Marketing Personalization: Deploying Convolutional Neural Networks to Decode Consumer Behavior

Advances in artificial intelligence, specifically convolutional neural networks (CNNs), have significantly enhanced the ability to analyze and interpret consumer behaviors to digital advertising. This study explores the application of CNNs to predict consumer interest by analyzing facial expressions during advertisement viewing. The research aims to (1) evaluate the effectiveness of two CNN architectures in classifying consumer engagement, and (2) identify emotions that correlate with engagement. Utilizing the NeuroBioSense dataset, we extracted and processed 10,450 video frames for the models. Performance was assessed through precision, recall, F1 score, and AUC. Results indicate that both CNNs effectively distinguish between interested and disinterested responses, with Xception achieving higher precision and recall compared to ResNet-50. Happiness was identified as a strong indicator of consumer interest, while disgust and fear were associated with disinterest. These findings demonstrate that CNN-based emotion analysis can provide valuable insights for personalizing marketing strategies and enhancing efficacy of digital advertising.

Pricing of display advertising as indication of the roots of market power of the digital platforms

Multi-sided digital platforms such as GAFAM (Google, Apple, Facebook, Amazon, Microsoft) provide services at zero cost by monetizing user attention and data through advertising. Testing the hypotheses on the determinants of display advertising price set by three largest digital platforms — Google, YouTube and Facebook, — contributes to the explanations of the roots of platforms market power. During the period from January 2018 to March 2024 cost per mile (CPM) increases with the number of unique visitors and traffic (total visits), as well as with the time that the user spends on the platform. However, the second effect is more pronounced. We interpret this result as an evidence that the market power in digital advertising depends more on the data of particular user’s preferences (digital footprint) and therefore on the ability to personalize advertising messages than on the number of users and data traffic on the platforms. The results high-light the economic value of personal data under monetization of cross-platform externalities through digital advertising.

Effective commercial activity of a company factors in digital economy

In modern world, digital economy affects all aspects of commercial activity, and successful application of digital innovations is becoming a key factor in companies’ competitiveness. Commercial organizations in their activities use software tools and the Internet, which significantly expands their opportunities for successful development. The key factors of effective commercial activity in the context of the rapid development of digital economy have been highlighted. Referring to the statistical data of the Federal State Statistics Service, the authors analyzed the trends in information technologies implementation in Russian economy. Special attention has been paid to reviewing the main difficulties that Russian companies face when trying to integrate modern digital solutions into their operations. Recommendations have been given on digitalization of key components of commercial activities, including customer services automation, e-commerce, digital supply chain management, big data analytics to optimize business strategies, and online marketing. The study is supported by the examples of specific tools and techniques that have already shown their effectiveness in practice for Russian companies adapting to digital economy. The research is based on the system and process approaches.

PKM Improving the Quality and Quantity of Environmentally Friendly Smoked Fish Processing in Air Dingin Village, Bukit Raya District, Pekanbaru City

Through the Community Partnership Program (PKM), an activity can be carried out to improve the quality and quantity of smoked fish production in the MINA SALAI KUARAN business group in Air Dingin Village, Bukit Raya District, Pekanbaru, Riau to become an independent coaching group through two aspects: Increasing the level of empowerment of partners in the production aspect. Still lacking, because it uses traditional methods so that the target of this activity will result in a 50% increase in production quantity. And increasing the level of empowerment of partners in the social community aspect, this is done by using online marketing and SME information via Twitter and Facebook. Meanwhile, the lecture and discussion methods for participants are carried out directly in the field by presenting direct counseling materials that also involve students in the MBKM program, then conducting a demonstration method at the Partner's place of business. The innovation of biomass energy-based Salai fish processing technology that is made uses biomass waste raw materials from tree trunks, especially rambutan trees. The PKM activity of the MINA SALAI KUARAN business group, Making Salai Fish in Air Dingin Village, Bukit Raya District, Pekanbaru, Riau, is an application of technology with the hope of providing solutions to the obstacles faced by this MITRA, including: (1) making improvements to the management of the application of technological innovations in processing aspects of production and (2) improvements in the social aspect of society through the application of an online marketing information system and promotional media through Twitter, Facebook and MITRA's business signs, which are shown by the support and willingness to work together as partners with the community service team from the Physics Department, FMIPA, University of Riau.

The social order of illegal markets in cyberspace: extralegal governance and online gambling in China

How do illegal markets operate in cyberspace? Drawing on interview data, this article examines the organizational structure of China’s illegal online gambling businesses and their use of extralegal governance institutions to marketize services, ensure fair play, enforce compliance, and reduce the risk of prosecution. The article also discusses the impact of China’s intensified efforts to repress illegal markets. It suggests that operators in the illegal online market now prefer to settle gambling debts using ex ante means, such as deposits, rather than ex post mechanisms, such as using interpersonal obligations or violence to enforce debt collection. This research contributes to the literature on extralegal governance, gambling, and illegal markets.

Advertisement avoidance and algorithmic media: The role of social media fatigue, algorithmic literacy and privacy concerns

This paper investigates the intricate dynamics of advertising avoidance within social media platforms, emphasising the roles of social media fatigue, privacy concerns and algorithmic media content awareness. With the pervasive influence of algorithms in curating user experiences, this research explores how these technological underpinnings, alongside users’ privacy apprehensions and the exhaustion from continuous media consumption, contribute to the growing tendency to bypass advertisements. Through a comprehensive review of literature and empirical analysis, the paper delineates the nuanced interplay between personalisation technologies and user engagement, offering insights into the psychological constructs that drive advertising avoidance behaviours. The findings underscore the need for a balanced approach in digital advertising, advocating for strategies that respect user privacy, mitigate social media fatigue and foster transparency in algorithmic content curation. This study not only broadens the academic discourse on digital advertising resistance but also provides practical implications for marketers aiming to navigate the complex landscape of consumer engagement in algorithm-driven media environments. The paper also addresses the challenge of balancing commercial interests with user satisfaction, encouraging innovative solutions for enhancing user engagement without compromising privacy or contributing to media fatigue. Through its comprehensive approach, the research provides valuable insights for academics and practitioners alike, suggesting future directions for developing more sustainable models of digital advertising that align with evolving user expectations and technological advancements.

Factors Affecting the Avoidance of Online Advertising on Facebook of Gen Z in Hanoi

Online media has become a primary platform for brands to reach consumers, but the proliferation of advertisements has led to a surge in ad avoidance behaviors, especially among Generation Z. This study examines the factors influencing Generation Z's ad avoidance behavior on Facebook. Quantitative data from 180 Hanoi-based Gen Z respondents were collected and analyzed using SPSS, while qualitative preliminary research provided additional insights. The findings indicate that perceived goal impediment (PGI), privacy concerns (PC), negative experiences (NE), ad skepticism (AS), and ad overload (AO) significantly contribute to ad avoidance. These results offer valuable implications for online advertisers to improve the effectiveness of their campaigns and reduce ad avoidance among Gen Z consumers.

Overview of Microgrids and Blockchain Technology

This paper addresses the vital role of microgrids in the efficient utilization of renewable energy within the context of the evolving energy internet and electricity market reforms. In this work, we review the fundamental concepts of microgrids, their historical progression, energy storage technologies, and advanced control and scheduling techniques. We focus on the benefits of flexible interconnection in hybrid AC/DC microgrids and propose a decentralized energy trading system utilizing blockchain technology. Our findings demonstrate that implementing blockchain not only enhances trading efficiency and reduces costs but also facilitates secure peer-to-peer transactions between consumers and producers. This innovative approach resolves prevalent issues in traditional energy trading frameworks and fosters greater market dynamics. The significance of this research lies in its potential to inform the commercialization and sustainable development of microgrids, ultimately promoting optimal allocation and utilization of energy resources. By providing actionable insights, this work contributes to advancing the field of energy management and supports the transition towards a more resilient and decentralized energy landscape.

Constructive-style vectors in digital advertising text: transformation and interaction

INTRODUCTION. The study is devoted to the problem of digital advertising text transformation under the influence of constructive-style vectors (CSV) of bookishness, mass media and colloquialism. The purpose of the study is to identify the interaction features of various CSV in modern digital advertising.MATERIALS AND METHODS. The object of the study is digital advertising texts. The manifestations of CSVs of bookishness, mass media, and colloquialism at the lexical, morphological, and syntactic levels are analyzed. To achieve this goal, methods of lingual-stylistic, discourse, contextual, and comparative analysis, as well as the method of continuous sampling, are used.RESULTS AND DISCUSSION. The study identified ways to mix the means of various CSVs to enhance the effectiveness of advertising communication. It also established the influence of digital technologies on the formation of new trends in creating advertising texts, such as personalization, multimodality, and interactivity.CONCLUSION. The results of the study can be used by copywriters and marketers as tools for creating more effective advertising texts in a digital environment. Additionally, the obtained data can be applied in developing educational programs in digital marketing, copywriting, and advertising, providing students with up-to-date knowledge of modern trends in advertising communication. For researchers in linguistics and communication, the work provides new material for further study of language transformation in the digital environment and its impact on communication effectiveness. Prospects for further research are related to studying the transformation of CSVs in the context of the development of artificial intelligence and virtual reality in advertising.

The Role of AI-driven Digital Advertising in Sustainable Real Estate Marketing in Nigeria

The 21st century has witnessed massive digital disruptions in all sectors, in what is now known as the Information Age. The foundation of these disruptions can be traced back to digital technology, which has drastically transformed communication and access to information in societies. It has also enabled organizations improve their business operations and create more value for their customers. Contemporary consumers’ behaviors and patterns are constantly changing hence, organizations need to adapt and transform their processes to incorporate use of digital tools in order to remain a going-concern, as well as be creative in offering them products and services that align with these needs. Using the Social Construction of Technology (SCOT) and Media Richness theories, this paper adopts a qualitative research design to explore how Industry 4.0 (4iR) technologies like Artificial Intelligence (AI), Virtual Reality (VR), Augmented Reality (AR) and Big Data are changing the way organizations advertise Real Estate to targeted consumers, while considering the ethical and privacy implications of such engagements. Using a purposive sample of ten realtors in the luxury home segment, semi-structured interviews were used to collect data that was analyzed thematically. Findings confirmed that AI-driven tools have enhanced the digital advertising strategies of realtors, stimulated purchase intentions and sustained business growth.

Assessment of Oral Histology Knowledge and Its Application in Clinical Orthodontics, Operative Dentistry, Oral Medicine, and Oral Surgery

Objective: This study aims to assess the knowledge of oral histology among fifth-year dental students in Iraq and evaluate its relevance to various clinical dental disciplines, including orthodontics, operative dentistry, oral medicine, and oral surgery. Methods: A cross-sectional survey was conducted from February to May 2024 among dental students from both public and private institutions in Iraq. Participants were recruited through targeted online advertisements on platforms such as Telegram, WhatsApp, and Facebook. Results: The results compare clinical and basic knowledge between younger and older dental students. Younger students scored higher in understanding basic concepts like structural changes in the periodontal ligament, bone remodeling, tooth eruption enamel structure, cavity design and surgical interventions. However, older students excelled in clinical areas such as maxillofacial development, orthodontic appliances, and developmental anomalies. Conclusion: This study provides insights into the perceived value of oral histology education among dental students and its application in clinical practice. The findings may be encouraging early clinical involvement while reinforcing basic science concepts can lead to a more well-rounded and confident dental workforce.

The role of online consumer reviews in shaping Chinese consumers' purchase intentions for energy-saving household appliances: a social communication theory perspective

With the primary sales channels for home appliances in China shifting from offline to online, e-commerce platforms hold significant potential to promote the purchase of energy-saving appliances. Therefore, this study investigates the factors influencing consumers' intentions to purchase energy-saving appliances in the context of online review interactions. Based on social communication theory, we identified four key elements in online review communication: information quality, information quantity, source credibility, and consumer attitudes toward online review. Additionally, we analyzed the mediating role of perceived information usefulness and the moderating role of consumer information processing capability. Data were gathered by using a structured questionnaire, and the respondents are comprised of consumers with experience purchasing energy-saving home appliances online., PLS-SEM was employed for the analysis of data. The findings suggest that the quality, quantity, and source credibility of online reviews, as well as consumers' attitudes towards online reviews, directly influence customers’ purchase intentions for energy-saving appliances. Moreover, a review of quantity and consumer attitudes impacts purchase intention through the perceived information usefulness. The moderating effect of consumers' information processing capability on the relationship between online reviews and perceived information usefulness is also confirmed. The results of the study explain the formation mechanism of consumers' willingness to buy energy-saving home appliances from the perspective of information dissemination, which offers valuable insights for e-commerce platforms and online marketers aiming to comprehend consumers' decision-making processes.

Peningkatan Kapasitas Pemasaran Online Bagi Usaha Keripik Tempe Dikelurahan Kauman Ponorogo

Many MSMEs (Micro, Small, and Medium Enterprises) have yet to utilise digital marketing, despite its huge potential and benefits. One of theseMSMEs is a tempeh chips small business owner in Kauman Ponorogo Village. Mrs Misi Rahmawati as the business owner was faced with declining sales levels. With this condition, the business owner is faced with having to try to innovate marketing, so not only offline marketing but also online marketing to increase the amount of income from Mrs Misi Rahmawati, the owner of the tempeh chips business. There is a problem that arises, namely that the owner of this tempeh chips business does not have sufficient knowledge and skills in marketing online. This service is carried out by conducting capacity building activities in online marketing in the form of training and mentoring. The purpose of thisservice activity is to provide understanding, knowledge and skills for business owners in online marketing. The results of this activity are obtaining information about the profile of the tempeh chips business, increasing understanding, knowledge and skills, namely the target tempeh chips business owner in conducting online marketing activities and conducting online marketing in business development.

Examining the Prevalence of Hegemonic Masculine Traits (HTMs) in Alcohol Video Advertisements: A Content Analysis of Ghanaian Manufactured Beer and Bitters

Drawing on the Hegemonic Masculinity Theory, a culturally idealized form of masculinity that legitimizes men’s dominant position over women and other marginalized men, this quantitative content analysis investigates the prevalence of hegemonic masculine traits (HMTs) in 182 Ghanaian-manufactured beer and bitters video ads sourced from YouTube and Facebook. It also investigates the association between the HMTs and the type of alcohol. Findings reveal that bonding, dominance, sexuality, successfulness, and aggressiveness are common HMTs in alcohol advertisements. Significant associations exist between bonding and aggressiveness with beer and sexuality with bitters. The study sheds light on how these ads reinforce gender norms and male dominance, especially over women. Implications include ethical concerns for advertisers, regulatory considerations, and insights for businesses entering the Ghanaian alcohol market. Limitations involve the study’s focus on video ads and call for future research on consumer perceptions and behaviors.

Analyzing Consumer Shopping Interest via Social Media Ads with K-Means and C4.5 Algorithm

It is increasingly important to understand how advertisements affect consumers' propensity to shop as social media becomes the primary medium for advertising. This study uses the C4.5 algorithm for classification and K-Means Clustering for data segmentation to examine the level of consumer shopping interest driven by Facebook and Instagram ads. This strategy utilizes information collected from user interactions with ads on these two social media platforms to determine consumer interest trends more precisely. The research findings show that, compared to conventional methods, this combination of techniques can increase the accuracy of predicting consumer purchase intention by as much as 85%. These results not only validate the usefulness of clustering and classification methods in digital advertising data analysis, but also offer insights that companies can apply to optimize their marketing strategies. By understanding more specific consumer segments, companies can target their ads more precisely, thereby increasing conversions and the effectiveness of advertising campaigns. This research makes a significant contribution to the field of data analysis and digital marketing and opens up opportunities for further research in the integration of more sophisticated analysis methods

دور العلاقات العامة في نشر ثقافة المنافسة ومكافحة الممارسات الاحتكارية بالهيئة العامة للمنافسة: دراسة مسحية

This research aims to study the role of the General Authority for Competition in promoting a culture of competition and combating monopolistic practices in the Saudi market, as well as the role of public relations in raising public awareness of these laws and practices. Data were collected through a questionnaire directed to 200 participants, where demographic data were analyzed and participants' opinions were identified about the means of communication used by the Authority, the awareness activities it carries out, the role of public relations, in addition to the topics covered in communication activities and proposals for developing public relations strategies. The results showed that most of the participants were males, with a variety of age groups, and most of them enjoyed a high level of education, and they worked in the public and private sectors. Regarding means of communication, it was found that the General Authority for Competition effectively uses traditional media and social media to spread awareness of competition and anti-monopoly laws. Digital advertising was also used as a main tool to promote a culture of competition. As for awareness activities, the data showed that the Authority organizes awareness events, participates in exhibitions and forums to highlight the risks of monopoly, and holds educational workshops for institutions and companies. The role of public relations in raising public awareness through social media and electronic means was highly appreciated by the participants, reflecting the importance of these channels in activating interaction with the public. Regarding proposals for developing strategies, participants suggested using modern technology such as artificial intelligence and improving electronic applications to increase public awareness of competition, in addition to enhancing cooperation with academic institutions and organizing virtual seminars. The study recommends the need to enhance the use of technology and improve public relations strategies to increase the effectiveness of awareness of competition laws, while expanding partnerships and developing innovative media content.