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IMPACT OF HUMOROUS NARRATIVE ONLINE ADVERTISING ON ATTITUDE TOWARD ADVERTISING: THE MODERATING ROLE OF ADs INVOLVEMENT [PDF]
Business Excellence and Management, 2022 Advertising is one way for a business to reach more buyers. Utilizing stories in advertisements as an effective marketing communication tool for engaging audience emotions and building a strong relationship between brands and consumers. Through narrative
Nindria UNTARINI +4 more
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, 2011 This chapter explores what makes online advertising different from traditional advertising channels. We argue that online advertising differs from traditional advertising channels in two important ways: measurability and targetability. Measurability is higher because the digital nature of online advertising means that responses to ads can be tracked ...
Goldfarb, Avi +1 more
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HortScience, 2021 Online advertising is becoming a mainstay business practice to reach firms’ customer bases. Yet, the adoption and use of online advertising in the green industry are topics that have not been adequately researched.
Ariana P. Torres +4 more
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MedienPädagogik: Zeitschrift für Theorie und Praxis der Medienbildung, 2021 Advertising is ubiquitous in children's everyday life – and on the Internet. The manifestations of online advertising are not only diverse but also very dynamic, increasingly personalised and therefore challenging for young online users in multiple ...
Claudia Lampert +2 more
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Computers in Human Behavior Reports, 2022 Online native advertising is increasingly targeted based on people's online behavior. This study examines the effects of online behaviorally targeted native advertising on ad and brand responses. In addition, it tests two competing explanatory mechanisms
Eva A. van Reijmersdal +2 more
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Prediction of Online Video Advertising Inventory Based on TV Programs: A Deep Learning Approach
IEEE Access, 2021 With the recent spread of digital content, patterns of media viewing have changed. This is especially true for programs formerly watched on TV but are now increasingly viewed through online videos.
So-Hyun Lee +2 more
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Analyzing Online Political Advertisements [PDF]
Findings of the Association for Computational Linguistics: ACL-IJCNLP 2021, 2021 Accepted at ACL Findings ...
Sanchez Villegas, D. +2 more
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Psikodimensia: Kajian Ilmiah Psikologi, 2020 The high number of online shopping transactions and the rapid increase in internet users in Indonesia has encouraged many marketers to advertise their products online.
Felicia Juliana Haloho +1 more
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International Journal of Innovation in the Digital Economy, 2017 This study expands previous models of avoidance on online advertising, in particular, Cho and Cheon (2004)'s model, and examines two new dimensions on why people avoid advertising on the Internet. The study presents a comprehensive theoretical model and examines seven exogenous latent variables based on structural equation modeling, SEM.
Mehdi Behboudi, Amir Abedini Koshksaray
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Frontiers in Psychology, 2022 In China, online sales continue to grow against the generally adverse effects of the COVID-19 pandemic on economic development. Although advertisers favor online targeted advertising for its precision, consumers may find it intrusive and avoid it.
Hai Jian Wang +5 more
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