Online Advertising Research Articles

Enhancing College Students' Visual Literacy through Multimodal Analysis of Advertisements

Visualization in various aspects requires students to understand the meaning clearly, particularly through the skill of visual perception. This article examines how students' visual perception skills are applied in interpreting advertisements. The research method employed is a descriptive qualitative approach with multimodal analysis (linguistics, visual, audio, gestural, and spatial) to uncover the meanings behind advertisements. The respondents involved in this study are students from two universities in Indonesia. The results indicate that students tend to engage more with digital-based advertisements than non-digital ones, with a clear preference for video ads over static images. Additionally, Indonesian students successfully applied multimodal analyses to various types of advertisements. These findings have practical implications for educational practices, especially in enhancing visual literacy and developing critical skills for understanding and creating media. The significance of visual literacy in global educational contexts is highlighted, providing insight into its potential applications in curriculum development and advertising literacy.

An AI and Machine Learning Approach to Precision Targeting in Social Media Advertising

As social media has become a leading platform for digital marketing, businesses are increasingly focusing on personalized advertising strategies. One of the most effective approaches involves applying artificial intelligence (AI) and machine learning (ML) to optimize ad targeting across social media platforms. This approach typically involves several key stages: data collection, data preprocessing, model training, and optimization of targeting strategies. In the data collection phase, user interaction and behavioral data are gathered from various online sources. This data is then preprocessed by removing noise, filling in missing values, and converting categorical features into numerical formats suitable for machine learning models. Once the data is cleaned, various ML algorithms such as logistic regression, decision trees, and neural networks are trained to identify patterns between user features and ad engagement outcomes. After training, model performance is evaluated to determine the most effective algorithm. The best-performing model is then deployed to predict outcomes such as the likelihood of a user clicking on an ad. These predictions can be used to continuously refine targeting strategies based on new data, making the system adaptive and increasingly accurate over time. Using ML to optimize social media ad targeting offers several advantages. It helps businesses achieve better return on investment (ROI) through more precise targeting, reduces manual workload, and enables scalable, automated ad delivery. This framework provides a data-driven method for enhancing the effectiveness of digital advertising campaigns.

A Pragmatic Analysis of Slangs in Nigerian Social Media Advertising

This study investigates the pragmatic functions of social media slang in Nigerian digital advertising, focusing on how these expressions shape consumer engagement and brand perception. The objectives are to analyze how slang functions pragmatically in ads and to evaluate its impact on brand relatability. Guided by pragmatic theory and relevance theory, this research adopts a qualitative eclectic approach, using purposive sampling to select 21 ads, 7 each from Facebook, Instagram, and X. Findings reveal that slang terms like “Awoof” (bonus or freebie) play significant roles in establishing cultural resonance, positioning brands as both modern and relatable. Pragmatically, slang builds rapport, fosters a sense of community, and conveys authenticity, making ads feel conversational and appealing to the local audience. By using familiar language, brands strengthen audience connection, enhance relatability, and encourage consumer loyalty. The study concludes that strategically incorporating social media slang can effectively deepen brand- consumer engagement, presenting brands as culturally relevant and responsive. Recommendations encourages advertisers to monitor trending slang terms and avoid using outdated language that might make the brand appear disconnected from the audience.

A Comparative Study of Marketing Approaches of Wedding Organizers in General Santos City

The wedding industry in General Santos City has undergone significant changes, with increasing client demands and evolving trends, making it essential for wedding organizers to refine their marketing strategies. However, several research gaps exist in understanding the marketing strategies, pricing models, professionalism, and accreditation of local wedding organizers. This study explores the marketing strategies, wedding packages, and pricing of selected members of the GenSan League of Event Organizers in General Santos City. The study aims to explore the multiple wedding organizers affiliated to the GenSan League of Event Organizers (GLEO), comprehend the marketing strategies employed by these organizers, and analyze the kinds of wedding packages available, along with their particular inclusions. The pricing, wedding packages, and marketing strategies of a GenSan League of Event Organizers members. The study used a qualitative research approach, asking wedding organizers follow-up questions on social media and conducting in-person interviews. Findings reveal that wedding packages are commonly designed for a minimum of 100 guests, based on local venue standards. Key marketing strategies include word of mouth (70%), participation in wedding expos (25%), and social media marketing (5%). Additionally, client acquisition is largely driven by personal referrals, followed by exposure in bridal fairs such as "I Do with GLEO: A Wedding Expo," with minimal online marketing efforts. According to the study's findings, traditional methods like word-of-mouth and community exposure still dominate ways to attract customers in the local wedding industry, even though digital marketing is becoming more and more influential. Additionally, professionalism and accreditation from groups like GLEO are essential for building reputation and trust among wedding organizers.

Enhancing User Experiences in Digital Marketing Through Machine Learning: Cases, Trends, and Challenges

Online marketing environments are rapidly being transformed by Artificial Intelligence (AI). This represents the implementation of Machine Learning (ML) that has significant potential in content personalization, enhanced usability, and hyper-targeted marketing, and it will reconfigure how businesses reach and serve customers. This systematic examination of machine learning in the Digital Marketing (DM) industry is also closely examined, focusing on its effect on human–computer interaction (HCI). This research methodically elucidates how machine learning can be applied to the automation of strategies for user engagement that increase user experience (UX) and customer retention, and how to optimize recommendations from consumer behavior. The objective of the present study is to critically analyze the functional and ethical considerations of ML integration in DM and to evaluate its implications on data-driven personalization. Through selected case studies, the investigation also provides empirical evidence of the implications of ML applications on UX/customer loyalty as well as associated ethical aspects. These include algorithmic bias, concerns about the privacy of the data, and the need for greater transparency of ML-based decision-making processes. This research also contributes to the field by delivering actionable, data-driven strategies for marketing professionals and offering them frameworks to deal with the evolving responsibilities and tasks that accompany the introduction of ML technologies into DM.

The Influence of Digital Marketing on the Financial Performance of Laos’ Hospitality Enterprises

The hospitality industry in Laos is experiencing remarkable growth, presenting an array of opportunities for businesses to flourish and cater to an increasing number of visitors. However, despite this positive trend, many enterprises are still struggling to effectively implement and leverage digital marketing strategies, which are essential for enhancing their visibility and competitiveness in today’s rapidly evolving digital landscape. This research thoroughly investigates the significant impact of digital marketing on the financial performance of a sample comprising 218 hospitality enterprises in Laos. Employing Smart PLS4 Structural Equation Modeling (SEM), the study analyzes relationships between independent variables—online advertising, social media marketing, content marketing, and mobile marketing—and their effect on the dependent variable, financial performance. Results reveal that online advertising, social media marketing, and content marketing significantly enhance financial performance; however, mobile marketing does not exhibit a notable influence. The findings suggest that low-cost online platforms like Facebook and YouTube are vital revenue sources for these enterprises. To improve financial outcomes, it is recommended that hospitality enterprises prioritize digital marketing strategies and online advertising efforts. Furthermore, it is recommended that government initiatives focus on bolstering digital marketing efforts by enhancing digital security measures, establishing monitoring systems for policy improvement, providing education to remote enterprises, and developing a comprehensive nationwide high-speed internet infrastructure.

Measuring the impact of Artificial Intelligence on Online Marketing strategies: Evidence from India

Artificial Intelligence (AI) has emerged as a transformative force in online marketing, particularly in India, where digital adoption is rapidly accelerating. With over 700 million internet users and a booming e-commerce sector, India presents a unique landscape for AI-driven marketing strategies. This study investigates the measurable impact of AI on online marketing outcomes such as campaign efficiency, consumer engagement, and return on investment (ROI). Using data from 200 Indian companies across sectors like e-commerce, BFSI (Banking, Financial Services, and Insurance), and FMCG (Fast-Moving Consumer Goods), the research employs a two-way ANOVA test to analyse interactions between AI usage levels and performance metrics. Key findings reveal that businesses leveraging AI tools experience a 40% increase in conversion rates and a 25% reduction in operational costs compared to non-users. Additionally, AI enhances customer satisfaction scores by enabling hyper-personalization and real-time engagement. However, challenges such as high implementation costs, lack of technical expertise, and regulatory hurdles persist. This study bridges theoretical and practical gaps by offering actionable insights for Indian marketers and policymakers. It also highlights the need for further exploration of AI’s societal impacts in the Indian context.

A POSSIBILIDADE JURÍDICA DA RESPONSABILIZAÇÃO CIVIL AOS INFLUENCIADORES DIGITAIS PELOS DANOS CAUSADOS AOS CONSUMIDORES PELA PRÁTICA DA PROPAGANDA ENGANOSA

With the advancement of digital technologies and the growing adoption of social media, digital influencers have reached a prominent role in contemporary marketing. Through bibliographic research and case studies that gained public attention, this article examines the legal feasibility of civil liability for damages caused by digital influencers to consumers as a result of misleading advertising practices. The study addresses the fundamental concepts of digital influence, emphasizing the importance of ethical practices and advertising transparency in the digital environment. It also presents theoretical and legal foundations related to the responsibilities arising from the lack of such measures. The research reviews relevant cases and the application of the Consumer Protection Code (CDC), as well as the rules of the National Council for Advertising Self-Regulation (CONAR), which aim to regulate digital advertising. The analysis suggests that influencers who actively promote and sell products and services may be equated with suppliers in consumer relations, thus bearing responsibility for compensating consumers for the damages caused. The study concludes that, although it is possible to hold such digital personalities liable, the lack of specific regulations for these cases may lead to divergent interpretations among judges, resulting in conflicting decisions, legal uncertainty, and consequently, harm to consumer relations.

Management Change in Digital Marketing Companies: Key Drivers and Scenarios for Resilient Development

One of the modern trends in the field of strategic management of digital marketing companies is a focus on resilience, that is, the ability of the organization in general and its individual employees to cope with adversity, returning to normal work parameters. In the scientific literature, this characteristic is considered from the point of view of managing the strengths of the company's personnel, the adaptability of business models, and the development of resilient supply chains. To solve the tasks regarding the effective management of resilience, the work uses a specialized method of scenario planning, which aims to achieve greater resilience in the management strategy of advertising agencies, as well as a PESTLE analysis to select key drivers of a strategy focused on resilience. Considering external factors of influence in Ukraine and the development of artificial intelligence, six possible scenarios for the strategic development of companies in the Internet marketing market were developed. For each of the scenarios, the possible consequences for the object of research in the areas of innovative activity, marketing strategy, market, and financial goals are established.

Impulsive Buying Behavior, Emotional Impact and Frugality Among Youth Psychological and Demographic Analysis

In India’s rapidly transforming retail landscape, impulse buying has emerged as a significant consumer behavior, driven by modern shopping environments such as malls, megamarts, and online platforms. With increasing disposable income, changing lifestyles, and exposure to global trends, Indian consumers are more susceptible to unplanned purchases. Impulse buying is defined as a sudden, strong urge to purchase without prior planning, often triggered by emotional or sensory stimuli. Marketing strategies such as store displays, discounts, promotional offers, and targeted digital advertisements on platforms like Shopee and social media significantly influence such buying decisions. The growth of technologies like the Internet of Things (IoT) and virtual reality (VR) in retail has further enhanced the shopping experience, making it more immersive and emotionally engaging. Moreover, factors such as the store environment, ambient smells, lighting, and music—collectively referred to as "atmospherics"—can provoke emotional responses that lead to impulsive decisions. Psychological elements, including fear of missing out (FOMO), self-control, personality traits, and social norms, also contribute to impulse buying. Research highlights that both external factors (e.g., promotional tactics) and internal factors (e.g., personal preferences, mood) jointly shape impulsive consumer behavior. Understanding these dynamics is crucial for retailers aiming to boost sales and customer engagement in competitive markets.

How Traditional Marketing and Digital Marketing Influence Gen Z’s Buying Behaviour Choices

The shift from traditional to digital marketing has greatly influenced consumer behaviour, particularly in the post-COVID-19 period. This study examines the comparative study of traditional (television, print media, billboards) and digital marketing (social media, influencer marketing, online advertisements) in shaping the buying behaviour of Gen Z consumers in Surat. As Generation Z becomes a dominant consumer group with increasing purchasing power, understanding their buying behaviour is more important now. By using strata sampling the 166 responses were collected using a Google Form for the study. The research employs IBM SPSS Statistics 22 as the primary tool for data analysis and interpretation Also, it explores future trends and preferences regarding these marketing approaches. This study gives valuable insights for market researchers seeking to optimise advertising strategies for this generation.

The Role of Social Media in Food Product Choices Made by Polish Consumers

Background: The aim of the study was to determine the impact of social media on the food purchasing decisions and dietary attitudes of Polish consumers. Methods: The research was conducted using the diagnostic survey method, employing an online questionnaire technique CAWI (Computer Assisted Web Interview). A total of 1099 adults participated in the study, including 54.23% women and 45.77% men. The survey data were analysed using multidimensional discriminant analysis. Results: The study demonstrated that social media significantly affects the purchasing decisions of Polish consumers regarding food products. The study indicated that there is a gender difference in the impact of social media. Women more often use SM to gain knowledge about food products and shape their dietary attitudes, and they are more susceptible to marketing content. Conclusions: It seems necessary to regulate online advertising and eliminate excessive advertising, as this form of publication in the media is the most effective and has a significant impact on the purchase of food products by Polish consumers. Unrestricted access to content and lack of regulation lead to misinformation, which can result in erroneous purchasing choices.

Graduate perceptions of social media education: A retrospective analysis

Social media education encompasses the study and application of social media platforms and technologies. It also examines their broader societal impact. Social media pedagogy refers specifically to the teaching methods and instructional strategies used to deliver social media education. As an emerging discipline area within the Higher Education sector there is a scarcity of research devoted to its delivery, particularly within Australia. Underpinned by Human Capital Theory (HCT), our study addresses this gap by examining the perceptions of 100 university graduates who studied social media at an Australian regional university. The research identifies strengths and weaknesses in the design of social media curriculum to better prepare graduates for the workplace. Semi-structured interviews were conducted using live, multi-streaming social media videos. The interviews were recorded and broadcasted in real-time across Facebook, LinkedIn and Twitter. Interview transcripts were analysed using Grounded Theory. Graduates identified time-management and teamwork skills learned through university group assessments as the most beneficial curricula approaches to their current roles. Digital advertising skills and networking were prominent themes in skills and knowledge graduates wished they had learned as part of their degree. Additionally, graduates highlighted the importance of gaining practical industry experience, through work-integrated learning opportunities, such as internships and industry projects, while at university to allow for a smoother transition to the workplace. This study provides valuable insights for scholars and practitioners into the perceptions of university social media graduates, highlighting the skills deemed essential to excel in digital and professions more widely.

Issues and Challenges in Agricultural Reforms with reference to the ideology of Dr. Babasaheb R. Ambedkar in present scenario

Farming is one of the primary sources as well as foundation of economic activities of India. A huge part of rural population of India which estimated around 65% depends on agriculture. It guarantees about 58% employment in the country. After 75 years of independence, there is still poverty in rural areas. Removal of poverty and raising the living standard of common man must be a prime concern for a welfare state in a democratic system. After independence, various Indian states initiated the process for land reforms through legislation. The Zamindari Abolition and Land Reform Act, 1950 was enacted to abolish the very exploitative system of Zamindari and introduce land reforms. Uttar Pradesh Revenue Code, 2006 was enacted repealing Zamindari Abolition and Land Reform Act, 1950to amalgamate, modify and improve legal framework regarding land occupancies and legal provisions related to land revenue applicable in Sate. Land reform is not a prime concern of this new Code. It does not address the issues related to the productivity of land, technological support to farmers, establishing necessary infrastructure such as construction of tanks, wells, water channels, supply of water for agricultural purposes, the protection of land from floods, levelling or terracing of land, erection of buildings for profitable use of the holding, employment of capital and labor. Three acts governing agricultural issues were passed by Parliament in 2020. First one of them is the Farmers (Empowerment and Protection) Agreement on Price Assurance and Farm Services Act, 2020 (FAPAFS Act, 2020). The national legal framework for Contract Farming was created. The law-making body put its sincere efforts to regulate the relations between various stakeholders of contract farming. Apprehending future disputes, comprehensive mechanism for resolution of disputes also evolved under the above legal framework. The second one is the Farmers’ Produce Trade and Commerce (Promotion and Facilitation) Act, 2020 (FPTC Act, 2020). FPTC Act, 2020 protects the rights to choice and provided liberty to the farmers to sell their farm produce anywhere in the country without any legal hindrance. The Act aims to stimulate online marketing system for farmers in whole country. To regulate supply of essential agricultural produces and items, the Essential Commodities Act, 1955 was amended to empower Central Government to take appropriate legal recourse in interest of the nation and public during unexpected situations of the country. Unexpected situations were mentioned in the Act such as war, famine, natural calamities or unusual price rises in the market. Thus, the major issue of agricultural reforms was still untouched under these laws. Although, The Farm Laws Repeal Act 2021 has been passed, and all the above three Acts have been repealed. The impact of these agricultural laws on the tenurial rights has also to be analysed.

Election Advertising on Meta, Google, and Snapchat in 2024

Abstract We analyze digital advertising by candidates in federal races (presidential and congressional campaigns) in the 2024 U.S. general election cycle. We focus on election ads placed on Meta (which includes Instagram and Facebook) and Google (which includes YouTube, search, display and banner), and we provide some spending numbers from Snapchat advertising. We consider variation in ad spending across Meta and Google to get a sense not only of how digital spending stacks up across both venues but also to compare spending to television and radio. Beyond spending, we consider the content (including tone, goal, and issue focus) of Meta ads and Google video ads and compare it to television. All told, the analysis in this paper represents a first-cut look at the information environment in digital advertising sponsored by candidates in 2024 federal races during the general election period.

The implications of advertising and social media on consumer awareness and behavior

With the expansion of digital technologies, advertising strategies are evolving significantly on a daily basis, influencing consumer awareness and behavior by personalizing and making consumption experiences more interactive. The aim of this paper is to analyze the implications that advertising and social media have on consumer awareness and behavior. A comparison is made between traditional and modern methods and approaches to advertising, with a focus on emotional, cognitive, and behavioral influence. Influencers (prominent figures on social media), individualized advertising algorithms, and user-generated content tailored to consumer needs are highlighted as contemporary advertising tools. This research indicates that consumers—especially from younger age groups—often make impulsive purchases due to the constant exposure to social media content from various brands and influencers who frequently advertise brands through tailored content (setting trends), which is often considered manipulative rather than authentic and based on personal views regarding product quality. Although consumers have access to information before making purchases, due to limited product research and the ease of succumbing to persuasive ads, such opportunities are rarely used. This paper will offer recommendations for ethical advertising and help consumers better understand the purpose of digital advertising.

Optimal Dynamic Advertising Policies in Digital and Traditional Channels: A Control-Theoretic Approach

This study applies optimal control theory to investigate a monopolistic firm’s optimal allocation of advertising efforts across digital and traditional channels. By considering the competitive relationship between advertising efforts in different channels in satisfying consumers’ informational needs, this study explicitly models their substitution effect. Furthermore, we propose an alternative approach to incorporate different decay rates of incremental goodwill in the two channels, allowing the system dynamics to be directly represented by the firm’s total goodwill without separating it into multiple channel-specific components. Technically, this approach leads to the system dynamics being governed by an integro-differential equation rather than an ordinary differential equation. Our analysis reveals that the marginal value of goodwill in the digital channel is greater than that in the traditional channel due to a lower decay rate. However, this comparative advantage of the digital channel progressively diminishes over time. As a result, the firm should always invest in digital advertising, while employing traditional advertising only when the comparative advantage of the digital channel becomes weak in later stages. When additionally considering the synergistic effect between the two channels, the optimal adoption timing of traditional advertising occurs earlier as the intensity of synergistic effect increases.

Do You Need This Drug? Television Ads Say “Yes,” but the FCC Should Say “No”: A Blackout on Direct-to-Consumer Prescription Drug Advertisements

Do You Need This Drug? Television Ads Say “Yes,” but the FCC Should Say “No”: A Blackout on Direct-to-Consumer Prescription Drug Advertisements

The Role of Digital Technology in the Development of Small and Medium Enterprises (SMEs) in Makassar

This study aims to analyze the role of digital technology in the development of Small and Medium Enterprises (SMEs) in Tidung, Makassar. In today's digital era, the adoption of digital technologies such as online marketing, e-commerce, and social media has become a crucial factor in driving the growth of SMEs, improving operational efficiency, expanding market reach, and fostering product and service innovation. This research employs a descriptive qualitative approach to deeply understand the utilization of digital technology by SMEs in Tidung, focusing on the benefits gained and the challenges faced in the digitalization process. The findings reveal that although SMEs in Tidung experience significant benefits from adopting digital technologies, such as increased market visibility and operational efficiency, challenges such as limited resources, infrastructure, and low digital literacy remain major obstacles. Therefore, enhancing digital literacy and improving infrastructure support are necessary to accelerate digitalization among SMEs. This study is expected to provide valuable insights for policymakers and SME practitioners to optimize the use of digital technology to achieve sustainable growth and enhance their contribution to the local and national economy.

The Online Marketing Communication Model of Organic Agricultural Products for Community Enterprises

Selling products online is popular nowadays, but most agricultural community enterprises rarely sell products online. Therefore, it is necessary to study the causes and develop an online marketing communication model through research and development. The objectives are to: (1) study basic information for the development of an online marketing communication model of organic agricultural products for community enterprises by conducting in-depth interviews with 20 key informants and surveying the trust of 343 consumers, (2) develop an online marketing communication model of organic agricultural products for community enterprises, and (3) experiment with and improve the online marketing communication model of organic agricultural products for community enterprises. The basic data study found that some community enterprises lack knowledge of online marketing communications. Consumers attach great importance to online marketing communication factors (mean = 4.20, SD = 0.70). The results of simple linear regression analysis found that the content factor (𝛃 = 0.53, t =4.70, p-value =.00) and the communication channel factor (𝛃 0.3, t = 3.87, p-value =.00) have a statistically significant effect on consumers' trust in online marketing communication at .05. The data were then used to develop the online marketing communication model of organic agricultural products for community enterprises, which consists of (1) farmers who have knowledge of online marketing communications, have content creation skills, produce products that meet organic standards, are honest, and form groups to sell online; (2) content related to products and consumers, which should be useful, relevant to consumers' interests, on point, trustworthy, attractive with storytelling and regularly updated content; (3) online communication channels, which are easy to use, convenient, fast, and low-cost; (4) the electronic commerce process that is complete in every step; (5) consumers who are aware and knowledgeable about food safety, organic agricultural standards; and (6) feedback. The model was evaluated by experts as appropriate and practical. The experimental group was satisfied with the model.