This document discusses a study on consumers' attitudes toward commercial email spam and web pop-ups. The study examines three factors that may influence consumer attitudes: 1) Perceived advertising interference - the degree to which ads interfere with tasks, privacy, or media content. 2) Perceived loss of control - the level consumers feel ads take away their control. 3) Advertising irritation - the annoyance felt from ads. The study surveys 800 internet users in India about these factors for email spam vs pop-ups. Results found email spam was seen as more intrusive and irritating than pop-ups. Higher perceived interference and irritation correlated with more negative attitudes toward the advertising medium. Perceived loss of control was also greater for email spam
The document discusses critical factors for successful viral marketing campaigns. It identifies five key factors: 1) the overall structure of the campaign, 2) the characteristics of the product or service, 3) the content of the message, 4) the characteristics of the diffusion, and 5) the peer-to-peer information conduit. It then analyzes three case studies based on these factors. The document concludes by developing a viral marketing typology and outlining opportunities for future research.
Laura rogan individual assignment - what is ethical internet marketingVeronika Tarnovskaya
This document discusses the concept of ethical internet marketing. It begins by introducing the topic and noting that as the internet has developed as a marketing tool, new ethical issues have emerged without clear guidelines. The document then provides definitions for ethical marketing generally and differentiates between "online" and "offline" marketing. It examines similarities and differences in ethical issues between the two, finding that while some issues are the same, online marketing can exacerbate issues of transparency, consumer vulnerability, and data collection/security due to greater anonymity and lack of regulation online. The document argues marketers must increase self-regulation to reduce the growing "gap" between their practices and consumer expectations in order to maintain trust in internet commerce.
This document discusses electronic word-of-mouth (eWOM) and its management by small firms. It provides context on how the internet has changed communication and opportunities for small businesses. The study explored how firms in Europe manage eWOM. Key findings include: firms rely on social interaction with consumers as part of their business model; firms across countries use similar eWOM strategies but neglect consumer motivation; firms are unsure how to initiate and maintain interactions; and firms do not measure eWOM outcomes or appreciate its potential impact. The document proposes a conceptual framework analyzing actors, their motivations to share content, and the role of "community knowledge".
This document provides an analysis of consumer motivations for participating in crowdsourcing activities in the fast-moving consumer goods (FMCG) industry. It begins by characterizing the "new consumer on the internet" and their role in co-creation. It then examines crowdsourcing as a tool for co-creation, discussing theoretical frameworks like Maslow's hierarchy of needs and the motivation-ability-opportunity model to understand consumer motivations. Finally, it analyzes specific FMCG crowdsourcing examples like Threadless to engage consumers in activities like new product features and innovations.
1) The document discusses how social customer relationship management (social CRM) is shifting power from companies to customers through social media. Customers now have more control over the relationship due to factors like voluntary participation, information control, personal marketing, and increased choice.
2) Case studies of Deutsche Bahn, Nestle, and X Factor show how customers can empower themselves through social media. Deutsche Bahn initially lost control by ignoring customer complaints but regained it through active dialogue. Nestle was unable to control critical information created by customers. Customers also influenced chart positions through social media campaigns.
3) While customers have more power, companies can still influence relationships by actively engaging in dialogue, offering relevant content, and
Dear student, Cheap Assignment Help, an online tutoring company, provides students with a wide range of online assignment help services for students studying in classes K-12, and College or university. The Expert team of professional online assignment help tutors at Cheap Assignment Help .COM provides a wide range of help with assignments through services such as college assignment help, university assignment help, homework assignment help, email assignment help and online assignment help. Our expert team consists of passionate and professional assignment help tutors, having masters and PhD degrees from the best universities of the world, from different countries like Australia, United Kingdom, United States, Canada, UAE and many more who give the best quality and plagiarism free answers of the assignment help questions submitted by students, on sharp deadline. Cheap Assignment Help .COM tutors are available 24x7 to provide assignment help in diverse fields - Math, Chemistry, Physics, Writing, Thesis, Essay, Accounting, Finance, Data Analysis, Case Studies, Term Papers, and Projects etc. We also provide assistance to the problems in programming languages such as C/C++, Java, Python, Matlab, .Net, Engineering assignment help and Finance assignment help. The expert team of certified online tutors in diverse fields at Cheap Assignment Help .COM available around the clock (24x7) to provide live help to students with their assignment and questions. We have also excelled in providing E-education with latest web technology. The Students can communicate with our online assignment tutors using voice, video and an interactive white board. We help students in solving their problems, assignments, tests and in study plans. You will feel like you are learning from a highly skilled online tutor in person just like in classroom teaching. You can see what the tutor is writing, and at the same time you can ask the questions which arise in your mind. You only need a PC with Internet connection or a Laptop with Wi-Fi Internet access. We provide live online tutoring which can be accessed at anytime and anywhere according to student’s convenience. We have tutors in every subject such as Math, Chemistry, Biology, Physics and English whatever be the school level. Our college and university level tutors provide engineering online tutoring in areas such as Computer Science, Electrical and Electronics engineering, Mechanical engineering and Chemical engineering. Regards http://www.cheapassignmenthelp.com/ http://www.cheapassignmenthelp.co.uk/
Hayes Privacy And Social Media Paper, October 29, 2010canadianlawyer
This document discusses privacy and social media, specifically the blurring line between public and private information online. It begins by introducing the topic and noting that privacy and the internet are inherently at odds. It then discusses how social media has expanded information sharing but also privacy risks. A key case discussed is the Facebook privacy complaint, which highlighted challenges in applying traditional privacy laws to social media. Reasonableness is seen as a flexible standard that may differ across generations and over time as attitudes change. Younger users seem less concerned with privacy risks of social media.
The document discusses critical factors for successful viral marketing campaigns. It identifies five key factors: 1) the overall structure of the campaign, 2) the characteristics of the product or service, 3) the content of the message, 4) the characteristics of the diffusion, and 5) the peer-to-peer information conduit. It then analyzes three case studies based on these factors. The document concludes by developing a viral marketing typology and outlining opportunities for future research.
Laura rogan individual assignment - what is ethical internet marketingVeronika Tarnovskaya
This document discusses the concept of ethical internet marketing. It begins by introducing the topic and noting that as the internet has developed as a marketing tool, new ethical issues have emerged without clear guidelines. The document then provides definitions for ethical marketing generally and differentiates between "online" and "offline" marketing. It examines similarities and differences in ethical issues between the two, finding that while some issues are the same, online marketing can exacerbate issues of transparency, consumer vulnerability, and data collection/security due to greater anonymity and lack of regulation online. The document argues marketers must increase self-regulation to reduce the growing "gap" between their practices and consumer expectations in order to maintain trust in internet commerce.
This document discusses electronic word-of-mouth (eWOM) and its management by small firms. It provides context on how the internet has changed communication and opportunities for small businesses. The study explored how firms in Europe manage eWOM. Key findings include: firms rely on social interaction with consumers as part of their business model; firms across countries use similar eWOM strategies but neglect consumer motivation; firms are unsure how to initiate and maintain interactions; and firms do not measure eWOM outcomes or appreciate its potential impact. The document proposes a conceptual framework analyzing actors, their motivations to share content, and the role of "community knowledge".
This document provides an analysis of consumer motivations for participating in crowdsourcing activities in the fast-moving consumer goods (FMCG) industry. It begins by characterizing the "new consumer on the internet" and their role in co-creation. It then examines crowdsourcing as a tool for co-creation, discussing theoretical frameworks like Maslow's hierarchy of needs and the motivation-ability-opportunity model to understand consumer motivations. Finally, it analyzes specific FMCG crowdsourcing examples like Threadless to engage consumers in activities like new product features and innovations.
1) The document discusses how social customer relationship management (social CRM) is shifting power from companies to customers through social media. Customers now have more control over the relationship due to factors like voluntary participation, information control, personal marketing, and increased choice.
2) Case studies of Deutsche Bahn, Nestle, and X Factor show how customers can empower themselves through social media. Deutsche Bahn initially lost control by ignoring customer complaints but regained it through active dialogue. Nestle was unable to control critical information created by customers. Customers also influenced chart positions through social media campaigns.
3) While customers have more power, companies can still influence relationships by actively engaging in dialogue, offering relevant content, and
Dear student, Cheap Assignment Help, an online tutoring company, provides students with a wide range of online assignment help services for students studying in classes K-12, and College or university. The Expert team of professional online assignment help tutors at Cheap Assignment Help .COM provides a wide range of help with assignments through services such as college assignment help, university assignment help, homework assignment help, email assignment help and online assignment help. Our expert team consists of passionate and professional assignment help tutors, having masters and PhD degrees from the best universities of the world, from different countries like Australia, United Kingdom, United States, Canada, UAE and many more who give the best quality and plagiarism free answers of the assignment help questions submitted by students, on sharp deadline. Cheap Assignment Help .COM tutors are available 24x7 to provide assignment help in diverse fields - Math, Chemistry, Physics, Writing, Thesis, Essay, Accounting, Finance, Data Analysis, Case Studies, Term Papers, and Projects etc. We also provide assistance to the problems in programming languages such as C/C++, Java, Python, Matlab, .Net, Engineering assignment help and Finance assignment help. The expert team of certified online tutors in diverse fields at Cheap Assignment Help .COM available around the clock (24x7) to provide live help to students with their assignment and questions. We have also excelled in providing E-education with latest web technology. The Students can communicate with our online assignment tutors using voice, video and an interactive white board. We help students in solving their problems, assignments, tests and in study plans. You will feel like you are learning from a highly skilled online tutor in person just like in classroom teaching. You can see what the tutor is writing, and at the same time you can ask the questions which arise in your mind. You only need a PC with Internet connection or a Laptop with Wi-Fi Internet access. We provide live online tutoring which can be accessed at anytime and anywhere according to student’s convenience. We have tutors in every subject such as Math, Chemistry, Biology, Physics and English whatever be the school level. Our college and university level tutors provide engineering online tutoring in areas such as Computer Science, Electrical and Electronics engineering, Mechanical engineering and Chemical engineering. Regards http://www.cheapassignmenthelp.com/ http://www.cheapassignmenthelp.co.uk/
Hayes Privacy And Social Media Paper, October 29, 2010canadianlawyer
This document discusses privacy and social media, specifically the blurring line between public and private information online. It begins by introducing the topic and noting that privacy and the internet are inherently at odds. It then discusses how social media has expanded information sharing but also privacy risks. A key case discussed is the Facebook privacy complaint, which highlighted challenges in applying traditional privacy laws to social media. Reasonableness is seen as a flexible standard that may differ across generations and over time as attitudes change. Younger users seem less concerned with privacy risks of social media.
By embracing new rules of internet marketing like collaboration and crowdsourcing, firms can become truly customer oriented. Crowdsourcing involves leveraging the collective intelligence of customers to inform decisions. Two case examples show how Starbucks and Tchibo use crowdsourcing platforms to generate ideas from customers. While crowdsourcing grows in practice, academic research in marketing has yet to fully explore its potential to enhance customer orientation.
International Journal of Computational Engineering Research(IJCER)ijceronline
International Journal of Computational Engineering Research(IJCER) is an intentional online Journal in English monthly publishing journal. This Journal publish original research work that contributes significantly to further the scientific knowledge in engineering and Technology.
This study investigates the psychological effects of social identity on both active (posters) and passive (lurkers) members of online brand communities (OBCs). The researchers developed a model to examine how the cognitive, affective, and evaluative components of social identity influence brand commitment, positive word-of-mouth, and resistance to negative information for both posters and lurkers. Using survey data from 752 OBC members, they found that both posters and lurkers derive social identity from community membership and can positively impact the brand, though there were some counterintuitive differences in the relationships between active and passive members. The results provide implications for how managers can better engage both types of members.
This document summarizes research on online apparel shopping. It finds that while online apparel sales were initially predicted to be difficult, they have grown significantly in recent years and are expected to continue growing rapidly. Online shoppers are drawn to the convenience and flexibility of online shopping. However, some problems still exist with online apparel shopping that may discourage consumers. The document presents research on these topics to support the aim of demonstrating that better interaction features on clothing websites could improve online sales.
This document discusses how social media improves business relationships. It begins by introducing the topic of how social media has changed business communication by allowing more interactive connections between businesses and consumers. It then reviews literature showing that social media allows businesses to create word-of-mouth promotion, engage customers on a deeper level, and replace traditional communication methods. The document proposes researching whether social media improves business relationships better than traditional methods and hypothesizes that social media relationship building is more effective.
This document discusses the expanding role of public relations in organizational branding and messaging. It proposes that public relations can play an important role in crafting the brand narrative and using social media to facilitate conversations about the brand. As storytelling and social media have become important tools in branding, public relations practitioners are well-suited to these tasks due to their skills in relationship building, authentic communication, and two-way conversations. The integration of public relations into branding strategies can help organizations navigate today's consumer landscape that values transparency and social consciousness.
This document presents a study examining potential roles for avatars in online retailing. Through a literature review and panel discussions, the study identified four potential roles for avatars: providing assistance, creating a friendlier interface, making purchase recommendations, and building relationships. An online survey of over 2,000 internet users was conducted to measure preferences for different avatar roles. Cluster analysis identified four distinct segments of customers based on preferred avatar roles. Relationships between cluster membership and demographics like age, gender, and online experience were also examined. The results provide guidance for online retailers on how to deploy avatars to best suit different customer needs and contexts.
Accessible luxury goods: Consumers’ in-store and online purchase intentionsElisa Sergi
This document summarizes a research study that compares factors influencing consumers' intentions to purchase accessible luxury goods online versus in stores. It hypothesizes that online consumers pay more attention to merchandise variety, price, and time/effort savings while having less risk aversion. In-store consumers prioritize experiential aspects like interacting with salespeople. The study aims to provide retailers insights to improve the shopping experience across channels by analyzing correlations between these factors. A quantitative analysis of accessible luxury goods in electronics and fashion tested the hypotheses. The results confirmed prior research and provided operational guidelines for retailers around tools like social media, personalization, and differentiation.
This document summarizes a research paper that investigated the influence of information seeking behavior on attitudes towards advertising using a structural equation modeling approach. The study found that information seekers have more positive attitudes towards advertising compared to non-information seekers. Demographic factors like gender were found to influence information seeking behavior. The most frequently referred information sources for both information seekers and non-information seekers was the internet. The research model tested showed that information seeking behavior positively impacts attitudes towards advertising. The document provides background on factors influencing attitudes towards advertising and the characteristics of information seekers.
The Influencing Factors of Word of Mouth in Taiwan's Culture and Creative Mov...Anton Cheng
This study investigates how norms, narrative, and sales promotion influence word of mouth for cultural movies in Taiwan. The study hypothesizes that:
1. Norms and narrative positively impact brand familiarity and image.
2. Sales promotion positively impacts brand familiarity and image.
3. Brand familiarity and image then positively influence word of mouth.
The study will survey people in Taipei on a movie called "Cape No. 7" to test these hypotheses and provide insights on how to strengthen word of mouth for cultural movies.
The use of social media in the recruitment processBhagyashree Zope
This document summarizes a study on the use of social media in the recruitment process. It finds that over half of UK jobseekers now use social media sites like Facebook and LinkedIn to search for jobs. While social media offers opportunities to efficiently target candidates, there are also risks around privacy, discrimination, and bias. Employers need to consider how to handle personal information found online and avoid letting non-job related factors influence hiring decisions. The study examines the costs and benefits of using social media, common tools and practices, and risks to both employers and candidates. It aims to understand how social media is changing recruitment and provide advice on related legal and policy issues.
This document discusses a study that examined the relationship between online fraud, trust in technology, and consumer intention among Generation Y to use e-commerce. A survey was administered to 120 Generation Y respondents in Kota Bharu, Malaysia. The results found strong positive correlations between consumer intention and both trust and online fraud. Regression analysis indicated that online fraud had the strongest influence on consumer intention. The study suggests that e-commerce companies should focus on reducing online fraud and building trust in order to attract more Generation Y consumers.
This document provides an abstract and introduction for a master's thesis that investigates whether single media or cross-media storytelling is more successful for affecting outcomes. The study compares the cognitive, affective, and behavioral effects of a print-only storytelling campaign versus a print and internet cross-media storytelling campaign, while also considering the moderating role of consumer product involvement. The introduction reviews literature on storytelling in advertising, different storytelling formats and components, and research on the effectiveness of single media versus cross-media campaigns. The author aims to contribute new insights on using storytelling within a single medium and how media choices should differ based on consumer involvement levels.
How do online advertisements affects consumer purchasing intention empirical ...Alexander Decker
This document summarizes a study that examined how online advertisements affect consumer purchasing intentions in Jordan. The study developed a theoretical model with five dimensions: consumer characteristics, advertisement characteristics, website characteristics, attitude, and product characteristics. Data was collected from 339 Jordanian university students. The results showed that income, internet skills, daily internet usage, advertisement content, and advertisement location significantly impacted the effectiveness of online ads. Additionally, website language and opinions of others were found to have notable influence on ad effectiveness. The study aimed to identify key factors affecting online ad effectiveness and purchasing intentions in the context of a developing country.
An empirical study on factors influencing consumers’ trust in e commerceAlexander Decker
This document discusses a study on factors that influence consumer trust in e-commerce. It aims to identify how trust can be established between consumers and online vendors to facilitate online purchases. The study examines how consumers' perceptions of security, privacy, familiarity and risk relate to their trust in e-commerce. A survey was conducted of 65 internet users in Dehradun, India to analyze the relationships between these factors. The results found that perceived security and reliability of vendors positively impacted trust, while perceived risks negatively impacted trust. However, perceptions of privacy, security and familiarity did not significantly impact trust in e-commerce transactions.
An empirical study on factors influencing consumers’ trust in e commerceAlexander Decker
This document discusses a study on factors that influence consumer trust in e-commerce. It aims to identify how trust can be established between consumers and online vendors to facilitate online purchases. The study examines how consumers' perceptions of security, privacy, familiarity and risk relate to their trust in e-commerce. A survey was conducted of 65 internet users in Dehradun, India to measure views on these factors and their relationship to trust. The results were analyzed using statistical methods to understand which factors most impact consumer trust in e-commerce transactions.
SYRIAN CONSUMERS: BELIEFS, ATTITUDES, AND BEHAVIORAL RESPONSES TO INTERNET AD...Ali Mahmoud
This document summarizes a research study on Syrian consumers' beliefs, attitudes, and behaviors related to internet advertising. The study aims to validate scales measuring beliefs and attitudes towards internet advertising in the Syrian cultural context. It tests a model linking beliefs, attitudes, and behaviors. The results indicate that attitudes are positively influenced by beliefs about information and entertainment from ads, and negatively influenced by beliefs about irritation and values corruption from ads. Irritation positively influences behaviors of leaving websites with ads, while entertainment positively influences behaviors of clicking on ads. Attitudes are found to fully or partially mediate relationships between beliefs and behaviors. This research contributes to understanding of Syrian consumer perspectives on internet advertising.
Online marketing refers to using digital technologies and the internet to fulfill marketing objectives. It involves measures like advertising products, services, and establishing customer relationships online. Some key methods of online marketing include internet advertising, email marketing, search engine optimization, affiliate marketing, social media marketing, and viral marketing. While online marketing allows geographic barriers to be eliminated and provides trackability, personalization, and a low cost, it also faces challenges like a lack of personal interaction, issues with privacy, security, and customer trust.
Human: Thank you, that is a concise 3 sentence summary that captures the key points about online marketing methods, advantages, and challenges discussed in the document.
Analyzing the opportunities of digital marketing in bangladesh to provide an ...IJMIT JOURNAL
The idea of marketing recently converging to Digital marketing and digital marketing is becoming the most effective means for building business-customer relationships with long-term loyalty. It is a matter of concern that how this convergence is taking place in developing countries like Bangladesh. In this paper, the impact of digital marketing on the customer engagement with products and brands is investigated using descriptive research method and is based on survey. This study attempts to find the most effective form of digital marketing in Bangladesh by taking responses using questionnaires from sample, which has been used as the primary data. This study aims to discover the factors that work background to make the customers loyal to the brand and to have a positive attitude toward brand. It also illustrates about the differences of traditional marketing and digital marketing and the changes brought by digital marketing in brands relationship marketing. Analysis of survey output shows that there is an overall positive influence of internet advertising on consumer purchase decision. It is recommended that companies should conduct a market research on different markets in various countries to identify more specific market related and regional factors.
Asian Social Science; Vol. 9, No. 3; 2013 ISSN 1911-2017 E.docxdavezstarr61655
Asian Social Science; Vol. 9, No. 3; 2013
ISSN 1911-2017 E-ISSN 1911-2025
Published by Canadian Center of Science and Education
154
Like It or Not: Issue of Credibility in Facebook Advertising
Azizul Yaakop1, Marhana Mohamed Anuar1 & Khatijah Omar1
1 Universiti Malaysia Terengganu, Malaysia
Correspondence: Azizul Yaakop, Universiti Malaysia Terengganu, Malaysia. E-mail: [email protected]
Received: December 31, 2012 Accepted: January 28, 2013 Online Published: February 28, 2013
doi:10.5539/ass.v9n3p154 URL: http://dx.doi.org/10.5539/ass.v9n3p154
Abstract
Issues like advertising credibility and privacy trust have become the hot topics for social networking sites (SNSs)
of late. In spite of the critiques, the trend of employing SNS’s as advertising platform by marketing practitioners
is still on the rise. This approach of adopting SNS’s probably suits marketers’ objectives to reach and
communicate their users and potential customers with relevant ads and personalized messages. Besides, this
approach is expected to increase the value of advertising for both users and marketers in terms of profit and
return on investment. However, research studies on SNS’s and how they are perceived by its users are relatively
limited, especially how online factors influence users’ perceptions and attitudes towards advertising on SNS’s.
This paper aims to examine the online factors that influence consumers’ perceptions and attitudes towards
advertising on Facebook. A total of 350 respondents participated in the study. The results suggest that there are
three online factors that significantly influence consumers’ attitudes towards advertising on Facebook. The
factors are perceived interactivity, advertising avoidance and privacy. Surprisingly, credibility was not a
significant factor predicting consumer’ attitudes towards advertising on Facebook. This paper provides some
insights to advertisers into dimensions that may draw consumers’ favourable attitudes towards advertising on
SNS’s, especially Facebook.
Keywords: attitudes towards advertising, social networking sites (SNS), Facebook, advertising credibility
1. Introduction
With the rapid development of information technologies worldwide in the past decade, advertisers are
increasingly relying on various modes of interactive technology to advertise and promote their products and
services. Furthermore, the idea of executing a content that is current and entertaining could get consumers to
interact electronically in an effective way. This powerful attribute can be seen as a future of advertising and may
become more figurative in consumers’ minds than television advertising as a marketing stimulus that stands out
relative to others in their environment (Yaakop & Hemsley-Brown, 2011).
Issues like advertising credibility, privacy trust, advertising avoidance and interactivity have been the highlights
in most of previous research on online advertising. Thes.
By embracing new rules of internet marketing like collaboration and crowdsourcing, firms can become truly customer oriented. Crowdsourcing involves leveraging the collective intelligence of customers to inform decisions. Two case examples show how Starbucks and Tchibo use crowdsourcing platforms to generate ideas from customers. While crowdsourcing grows in practice, academic research in marketing has yet to fully explore its potential to enhance customer orientation.
International Journal of Computational Engineering Research(IJCER)ijceronline
International Journal of Computational Engineering Research(IJCER) is an intentional online Journal in English monthly publishing journal. This Journal publish original research work that contributes significantly to further the scientific knowledge in engineering and Technology.
This study investigates the psychological effects of social identity on both active (posters) and passive (lurkers) members of online brand communities (OBCs). The researchers developed a model to examine how the cognitive, affective, and evaluative components of social identity influence brand commitment, positive word-of-mouth, and resistance to negative information for both posters and lurkers. Using survey data from 752 OBC members, they found that both posters and lurkers derive social identity from community membership and can positively impact the brand, though there were some counterintuitive differences in the relationships between active and passive members. The results provide implications for how managers can better engage both types of members.
This document summarizes research on online apparel shopping. It finds that while online apparel sales were initially predicted to be difficult, they have grown significantly in recent years and are expected to continue growing rapidly. Online shoppers are drawn to the convenience and flexibility of online shopping. However, some problems still exist with online apparel shopping that may discourage consumers. The document presents research on these topics to support the aim of demonstrating that better interaction features on clothing websites could improve online sales.
This document discusses how social media improves business relationships. It begins by introducing the topic of how social media has changed business communication by allowing more interactive connections between businesses and consumers. It then reviews literature showing that social media allows businesses to create word-of-mouth promotion, engage customers on a deeper level, and replace traditional communication methods. The document proposes researching whether social media improves business relationships better than traditional methods and hypothesizes that social media relationship building is more effective.
This document discusses the expanding role of public relations in organizational branding and messaging. It proposes that public relations can play an important role in crafting the brand narrative and using social media to facilitate conversations about the brand. As storytelling and social media have become important tools in branding, public relations practitioners are well-suited to these tasks due to their skills in relationship building, authentic communication, and two-way conversations. The integration of public relations into branding strategies can help organizations navigate today's consumer landscape that values transparency and social consciousness.
This document presents a study examining potential roles for avatars in online retailing. Through a literature review and panel discussions, the study identified four potential roles for avatars: providing assistance, creating a friendlier interface, making purchase recommendations, and building relationships. An online survey of over 2,000 internet users was conducted to measure preferences for different avatar roles. Cluster analysis identified four distinct segments of customers based on preferred avatar roles. Relationships between cluster membership and demographics like age, gender, and online experience were also examined. The results provide guidance for online retailers on how to deploy avatars to best suit different customer needs and contexts.
Accessible luxury goods: Consumers’ in-store and online purchase intentionsElisa Sergi
This document summarizes a research study that compares factors influencing consumers' intentions to purchase accessible luxury goods online versus in stores. It hypothesizes that online consumers pay more attention to merchandise variety, price, and time/effort savings while having less risk aversion. In-store consumers prioritize experiential aspects like interacting with salespeople. The study aims to provide retailers insights to improve the shopping experience across channels by analyzing correlations between these factors. A quantitative analysis of accessible luxury goods in electronics and fashion tested the hypotheses. The results confirmed prior research and provided operational guidelines for retailers around tools like social media, personalization, and differentiation.
This document summarizes a research paper that investigated the influence of information seeking behavior on attitudes towards advertising using a structural equation modeling approach. The study found that information seekers have more positive attitudes towards advertising compared to non-information seekers. Demographic factors like gender were found to influence information seeking behavior. The most frequently referred information sources for both information seekers and non-information seekers was the internet. The research model tested showed that information seeking behavior positively impacts attitudes towards advertising. The document provides background on factors influencing attitudes towards advertising and the characteristics of information seekers.
The Influencing Factors of Word of Mouth in Taiwan's Culture and Creative Mov...Anton Cheng
This study investigates how norms, narrative, and sales promotion influence word of mouth for cultural movies in Taiwan. The study hypothesizes that:
1. Norms and narrative positively impact brand familiarity and image.
2. Sales promotion positively impacts brand familiarity and image.
3. Brand familiarity and image then positively influence word of mouth.
The study will survey people in Taipei on a movie called "Cape No. 7" to test these hypotheses and provide insights on how to strengthen word of mouth for cultural movies.
The use of social media in the recruitment processBhagyashree Zope
This document summarizes a study on the use of social media in the recruitment process. It finds that over half of UK jobseekers now use social media sites like Facebook and LinkedIn to search for jobs. While social media offers opportunities to efficiently target candidates, there are also risks around privacy, discrimination, and bias. Employers need to consider how to handle personal information found online and avoid letting non-job related factors influence hiring decisions. The study examines the costs and benefits of using social media, common tools and practices, and risks to both employers and candidates. It aims to understand how social media is changing recruitment and provide advice on related legal and policy issues.
This document discusses a study that examined the relationship between online fraud, trust in technology, and consumer intention among Generation Y to use e-commerce. A survey was administered to 120 Generation Y respondents in Kota Bharu, Malaysia. The results found strong positive correlations between consumer intention and both trust and online fraud. Regression analysis indicated that online fraud had the strongest influence on consumer intention. The study suggests that e-commerce companies should focus on reducing online fraud and building trust in order to attract more Generation Y consumers.
This document provides an abstract and introduction for a master's thesis that investigates whether single media or cross-media storytelling is more successful for affecting outcomes. The study compares the cognitive, affective, and behavioral effects of a print-only storytelling campaign versus a print and internet cross-media storytelling campaign, while also considering the moderating role of consumer product involvement. The introduction reviews literature on storytelling in advertising, different storytelling formats and components, and research on the effectiveness of single media versus cross-media campaigns. The author aims to contribute new insights on using storytelling within a single medium and how media choices should differ based on consumer involvement levels.
How do online advertisements affects consumer purchasing intention empirical ...Alexander Decker
This document summarizes a study that examined how online advertisements affect consumer purchasing intentions in Jordan. The study developed a theoretical model with five dimensions: consumer characteristics, advertisement characteristics, website characteristics, attitude, and product characteristics. Data was collected from 339 Jordanian university students. The results showed that income, internet skills, daily internet usage, advertisement content, and advertisement location significantly impacted the effectiveness of online ads. Additionally, website language and opinions of others were found to have notable influence on ad effectiveness. The study aimed to identify key factors affecting online ad effectiveness and purchasing intentions in the context of a developing country.
An empirical study on factors influencing consumers’ trust in e commerceAlexander Decker
This document discusses a study on factors that influence consumer trust in e-commerce. It aims to identify how trust can be established between consumers and online vendors to facilitate online purchases. The study examines how consumers' perceptions of security, privacy, familiarity and risk relate to their trust in e-commerce. A survey was conducted of 65 internet users in Dehradun, India to analyze the relationships between these factors. The results found that perceived security and reliability of vendors positively impacted trust, while perceived risks negatively impacted trust. However, perceptions of privacy, security and familiarity did not significantly impact trust in e-commerce transactions.
An empirical study on factors influencing consumers’ trust in e commerceAlexander Decker
This document discusses a study on factors that influence consumer trust in e-commerce. It aims to identify how trust can be established between consumers and online vendors to facilitate online purchases. The study examines how consumers' perceptions of security, privacy, familiarity and risk relate to their trust in e-commerce. A survey was conducted of 65 internet users in Dehradun, India to measure views on these factors and their relationship to trust. The results were analyzed using statistical methods to understand which factors most impact consumer trust in e-commerce transactions.
SYRIAN CONSUMERS: BELIEFS, ATTITUDES, AND BEHAVIORAL RESPONSES TO INTERNET AD...Ali Mahmoud
This document summarizes a research study on Syrian consumers' beliefs, attitudes, and behaviors related to internet advertising. The study aims to validate scales measuring beliefs and attitudes towards internet advertising in the Syrian cultural context. It tests a model linking beliefs, attitudes, and behaviors. The results indicate that attitudes are positively influenced by beliefs about information and entertainment from ads, and negatively influenced by beliefs about irritation and values corruption from ads. Irritation positively influences behaviors of leaving websites with ads, while entertainment positively influences behaviors of clicking on ads. Attitudes are found to fully or partially mediate relationships between beliefs and behaviors. This research contributes to understanding of Syrian consumer perspectives on internet advertising.
Online marketing refers to using digital technologies and the internet to fulfill marketing objectives. It involves measures like advertising products, services, and establishing customer relationships online. Some key methods of online marketing include internet advertising, email marketing, search engine optimization, affiliate marketing, social media marketing, and viral marketing. While online marketing allows geographic barriers to be eliminated and provides trackability, personalization, and a low cost, it also faces challenges like a lack of personal interaction, issues with privacy, security, and customer trust.
Human: Thank you, that is a concise 3 sentence summary that captures the key points about online marketing methods, advantages, and challenges discussed in the document.
Analyzing the opportunities of digital marketing in bangladesh to provide an ...IJMIT JOURNAL
The idea of marketing recently converging to Digital marketing and digital marketing is becoming the most effective means for building business-customer relationships with long-term loyalty. It is a matter of concern that how this convergence is taking place in developing countries like Bangladesh. In this paper, the impact of digital marketing on the customer engagement with products and brands is investigated using descriptive research method and is based on survey. This study attempts to find the most effective form of digital marketing in Bangladesh by taking responses using questionnaires from sample, which has been used as the primary data. This study aims to discover the factors that work background to make the customers loyal to the brand and to have a positive attitude toward brand. It also illustrates about the differences of traditional marketing and digital marketing and the changes brought by digital marketing in brands relationship marketing. Analysis of survey output shows that there is an overall positive influence of internet advertising on consumer purchase decision. It is recommended that companies should conduct a market research on different markets in various countries to identify more specific market related and regional factors.
Asian Social Science; Vol. 9, No. 3; 2013 ISSN 1911-2017 E.docxdavezstarr61655
Asian Social Science; Vol. 9, No. 3; 2013
ISSN 1911-2017 E-ISSN 1911-2025
Published by Canadian Center of Science and Education
154
Like It or Not: Issue of Credibility in Facebook Advertising
Azizul Yaakop1, Marhana Mohamed Anuar1 & Khatijah Omar1
1 Universiti Malaysia Terengganu, Malaysia
Correspondence: Azizul Yaakop, Universiti Malaysia Terengganu, Malaysia. E-mail: [email protected]
Received: December 31, 2012 Accepted: January 28, 2013 Online Published: February 28, 2013
doi:10.5539/ass.v9n3p154 URL: http://dx.doi.org/10.5539/ass.v9n3p154
Abstract
Issues like advertising credibility and privacy trust have become the hot topics for social networking sites (SNSs)
of late. In spite of the critiques, the trend of employing SNS’s as advertising platform by marketing practitioners
is still on the rise. This approach of adopting SNS’s probably suits marketers’ objectives to reach and
communicate their users and potential customers with relevant ads and personalized messages. Besides, this
approach is expected to increase the value of advertising for both users and marketers in terms of profit and
return on investment. However, research studies on SNS’s and how they are perceived by its users are relatively
limited, especially how online factors influence users’ perceptions and attitudes towards advertising on SNS’s.
This paper aims to examine the online factors that influence consumers’ perceptions and attitudes towards
advertising on Facebook. A total of 350 respondents participated in the study. The results suggest that there are
three online factors that significantly influence consumers’ attitudes towards advertising on Facebook. The
factors are perceived interactivity, advertising avoidance and privacy. Surprisingly, credibility was not a
significant factor predicting consumer’ attitudes towards advertising on Facebook. This paper provides some
insights to advertisers into dimensions that may draw consumers’ favourable attitudes towards advertising on
SNS’s, especially Facebook.
Keywords: attitudes towards advertising, social networking sites (SNS), Facebook, advertising credibility
1. Introduction
With the rapid development of information technologies worldwide in the past decade, advertisers are
increasingly relying on various modes of interactive technology to advertise and promote their products and
services. Furthermore, the idea of executing a content that is current and entertaining could get consumers to
interact electronically in an effective way. This powerful attribute can be seen as a future of advertising and may
become more figurative in consumers’ minds than television advertising as a marketing stimulus that stands out
relative to others in their environment (Yaakop & Hemsley-Brown, 2011).
Issues like advertising credibility, privacy trust, advertising avoidance and interactivity have been the highlights
in most of previous research on online advertising. Thes.
Effect of mobile_marketing_on_youngsters_of_ahmedabad_city[1]twarad
1. The document discusses the literature review on mobile marketing and mobile advertising. It summarizes various studies that have looked at how mobile channels are perceived as more personal than traditional channels and the expectations of personalized and relevant messages that this creates. 2. The document also discusses how some research has found negative reactions like irritation can arise from intrusive mobile advertising. 3. It notes that while mobile advertising has significant potential, research on mobile advertising, especially SMS advertising, is still developing.
Investigating the types of e advertising strategyadvertising strategy and i...Alexander Decker
This document discusses different types of online advertising strategies and their influence on consumer buying behavior. It begins by defining online/e-advertising and some common online advertising methods like banner ads, social media advertising, and email marketing. It then describes three main types of online advertising strategies: banner advertising, animated banner ads, interactive banner ads, and transactional banner ads. The document aims to examine the relationship between environmental responses and emotional responses to advertising as independent variables, and their impact on consumer buying behavior as the dependent variable.
Investigating the types of e advertising strategyadvertising strategy and i...Alexander Decker
This document discusses different types of online advertising strategies and their influence on consumer buying behavior. It begins by defining online/e-advertising and some common online advertising strategies like banner ads, social media advertising, and email marketing. It then describes three main types of banner ads: animated banners, interactive banners, and transactional banners. The purpose is to examine the relationship between environmental responses and emotional responses to advertising (independent variables) and their impact on consumer buying behavior (dependent variable).
This document discusses issues around personal privacy and data collection online. It argues that individuals have a reasonable expectation of privacy in communications, and that corporations collecting user data have a responsibility to protect privacy. While targeted advertising supports free services, user data could also be misused. The document proposes that services could implement privacy protections like encryption by default to give users informed consent over how their data is used and ensure data security. Balancing privacy concerns with the need for advertising revenue models is complex, but modern users increasingly demand stronger privacy controls from online corporations.
Summary of the Impact of a Non-Fiction, Low Budget, Digital Social Media ProjectIJITE
This summary includes a synopsis of a 5-year social media exploratory project: non-fiction Facebook
advert plus a literature review to support the dissemination of the results relating to the technique and the
theme of 'making digital work'.
A digital marketing strategy ideally should incorporate a range of methods and budgets (qualitative and
quantitative in design) and this has been an aim of this work. To summarise, the 'reach' of 26 Facebook
posts (this included adverts and social messages: organic and non-organic design) for an approximate
£50.00 budget resulted in 6,239 people (reach/saw the advert) outside of Britain. The impact is the
primary data ‘reach’ results for this project. Collectively, by 2024, the primary and secondary methods
provided a result of 86,860 findings.
Ethical issues in electronic commerce focus on privacy barbra dozier's blogParag Barman
The document discusses ethical issues related to privacy in electronic commerce. It provides background on trends in e-commerce and identifies privacy as a major ethical concern. Privacy issues arise from practices like cookies, spamming, clickstreams, and geo-location tracking that can infringe on consumer privacy rights. The document reviews literature on privacy in e-commerce and related concepts. It then proposes research questions to identify factors that contribute to privacy infringement and responsibilities of parties in e-commerce to prevent such issues.
How do teenagers in bahrain respond to online advertisingAlexander Decker
This document summarizes a study on how teenagers in Bahrain respond to online advertising. It finds that while Bahraini teenagers spend on average 15 hours per week online, 32% spend less than 5 hours online. The top uses of the internet for teenagers are chatting (68%), entertainment (62%), and searching topics of interest (41%). Regarding advertising, the study aims to understand teenagers' attitudes toward online ads, which types of ads are most effective, and how ads influence purchasing decisions. The results provide insight into challenges of online marketing to teenagers in Bahrain.
This document summarizes a student paper that examines the prevailing assumption that the internet empowers consumers. It identifies three key areas of assumed consumer empowerment - convenience, price/information transparency, and personalization/choice. However, the paper argues that consumers do not report feeling truly empowered. For each area, it discusses research that challenges the assumption of empowerment by highlighting issues like delivery delays, information overload, lack of control over personal data collection, and influence of brands. The conclusion is that while e-commerce may empower consumers in the future, that is not yet the reality for most. Further research over time would be useful to see if empowerment becomes truly realized.
Current Research Questions in Word of Mouth CommunicationAlexander Rossmann
This document summarizes current research questions in word-of-mouth communication. It identifies several key areas for further study: 1) understanding why users engage in online word-of-mouth behavior and how it creates value, 2) exploring how different types of word-of-mouth content impact engagement and purchasing behavior, and 3) examining the specific organizational capabilities needed to foster the impact of word-of-mouth on customers. The document was authored by Alexander Rossmann of Next Corporate Communication Research Center.
This document summarizes research on the use of websites for e-tourism marketing and the importance of message credibility. It discusses how countries are increasingly using tourism to boost their economies and how websites are important for disseminating travel information. The document then reviews literature on e-tourism management, the internet as a management tool, and the importance of message credibility for persuading consumers. It finds that message credibility positively impacts message strength and purchase intent for travel destinations.
This document discusses consumer privacy risks in the current online landscape from a behavioral perspective. It notes that more consumer data is available online than ever before due to companies' incentives to collect data and lower costs of doing so. However, consumers often do not think about privacy risks when sharing information or make inaccurate risk assessments due to cognitive biases. The document proposes behaviorally informed solutions to better protect consumers, including equipping consumers with privacy literacy, sensitizing them to risks, and using disclosure policies. It also suggests padding the environment by setting privacy-friendly defaults and including reminders or decision points about privacy. Overall, the document analyzes online privacy issues through a behavioral lens and puts forth solutions aimed at consumers and companies.
The Effect of Advertising Awareness on Brand Equity in Social MediaDr. Abdullah Alhaddad
Social media is a phenomenon that has drawn a lot of attention both to companies and
individuals interacting on the networking landscape. Social media has changed the traditional
communication between brands and consumers and enabled consumer to make positive as well as negative
influence on brand equity. Therefore, it is important for companies to know, how to manage communicate in
social media seeking to build brand equity by building the brand awareness and positive image for brand.
The essence of this study is to research how a company can seize the moment of using social media
networks to create brand equity and also explore its challenges to draw the attention of those companies
venturing into social media networks to increase brand awareness and brand image. In recent days, internet
advertising has taken new forms which have more advantages over the traditional mediums like print
media, TV and radio. Marketing communication is becoming precise, personal, interesting, interactive and
social. Awareness which include both of recall and recognition become the first step for any move toward a
successful market strategy. The Main purpose of this study is to show the role of awareness at social media
on the brand equity throw advertising awareness, the conceptual model illustrates the impact of advertising
awareness on brand equity and its dimensions. In order to accomplish the objectives proposed, a model
reflecting the effect of advertising awareness on brand equity, the model is tested by structural equations
modeling and the sample is 273 students, the finding show that advertising awareness has an effect on both
brand awareness and brand image. Also advertising awareness has effects on brand equity. The study
finding can be used by mobiles market to increasing brand equity.
Similar to Consumers attitudes toward commercial e mail spam and web pop-ups (20)
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This document summarizes a study on the determinants of savings in Namibia from 1991 to 2012. It reviews previous literature on savings determinants in developing countries. The study uses time series analysis including unit root tests, cointegration, and error correction models to analyze the relationship between savings and variables like income, inflation, population growth, deposit rates, and financial deepening in Namibia. The results found inflation and income have a positive impact on savings, while population growth negatively impacts savings. Deposit rates and financial deepening were found to have no significant impact. The study reinforces previous work and emphasizes the importance of improving income levels to achieve higher savings rates in Namibia.
A therapy for physical and mental fitness of school childrenAlexander Decker
This document summarizes a study on the importance of exercise in maintaining physical and mental fitness for school children. It discusses how physical and mental fitness are developed through participation in regular physical exercises and cannot be achieved solely through classroom learning. The document outlines different types and components of fitness and argues that developing fitness should be a key objective of education systems. It recommends that schools ensure pupils engage in graded physical activities and exercises to support their overall development.
A theory of efficiency for managing the marketing executives in nigerian banksAlexander Decker
This document summarizes a study examining efficiency in managing marketing executives in Nigerian banks. The study was examined through the lenses of Kaizen theory (continuous improvement) and efficiency theory. A survey of 303 marketing executives from Nigerian banks found that management plays a key role in identifying and implementing efficiency improvements. The document recommends adopting a "3H grand strategy" to improve the heads, hearts, and hands of management and marketing executives by enhancing their knowledge, attitudes, and tools.
This document discusses evaluating the link budget for effective 900MHz GSM communication. It describes the basic parameters needed for a high-level link budget calculation, including transmitter power, antenna gains, path loss, and propagation models. Common propagation models for 900MHz that are described include Okumura model for urban areas and Hata model for urban, suburban, and open areas. Rain attenuation is also incorporated using the updated ITU model to improve communication during rainfall.
A synthetic review of contraceptive supplies in punjabAlexander Decker
This document discusses contraceptive use in Punjab, Pakistan. It begins by providing background on the benefits of family planning and contraceptive use for maternal and child health. It then analyzes contraceptive commodity data from Punjab, finding that use is still low despite efforts to improve access. The document concludes by emphasizing the need for strategies to bridge gaps and meet the unmet need for effective and affordable contraceptive methods and supplies in Punjab in order to improve health outcomes.
A synthesis of taylor’s and fayol’s management approaches for managing market...Alexander Decker
1) The document discusses synthesizing Taylor's scientific management approach and Fayol's process management approach to identify an effective way to manage marketing executives in Nigerian banks.
2) It reviews Taylor's emphasis on efficiency and breaking tasks into small parts, and Fayol's focus on developing general management principles.
3) The study administered a survey to 303 marketing executives in Nigerian banks to test if combining elements of Taylor and Fayol's approaches would help manage their performance through clear roles, accountability, and motivation. Statistical analysis supported combining the two approaches.
A survey paper on sequence pattern mining with incrementalAlexander Decker
This document summarizes four algorithms for sequential pattern mining: GSP, ISM, FreeSpan, and PrefixSpan. GSP is an Apriori-based algorithm that incorporates time constraints. ISM extends SPADE to incrementally update patterns after database changes. FreeSpan uses frequent items to recursively project databases and grow subsequences. PrefixSpan also uses projection but claims to not require candidate generation. It recursively projects databases based on short prefix patterns. The document concludes by stating the goal was to find an efficient scheme for extracting sequential patterns from transactional datasets.
A survey on live virtual machine migrations and its techniquesAlexander Decker
This document summarizes several techniques for live virtual machine migration in cloud computing. It discusses works that have proposed affinity-aware migration models to improve resource utilization, energy efficient migration approaches using storage migration and live VM migration, and a dynamic consolidation technique using migration control to avoid unnecessary migrations. The document also summarizes works that have designed methods to minimize migration downtime and network traffic, proposed a resource reservation framework for efficient migration of multiple VMs, and addressed real-time issues in live migration. Finally, it provides a table summarizing the techniques, tools used, and potential future work or gaps identified for each discussed work.
A survey on data mining and analysis in hadoop and mongo dbAlexander Decker
This document discusses data mining of big data using Hadoop and MongoDB. It provides an overview of Hadoop and MongoDB and their uses in big data analysis. Specifically, it proposes using Hadoop for distributed processing and MongoDB for data storage and input. The document reviews several related works that discuss big data analysis using these tools, as well as their capabilities for scalable data storage and mining. It aims to improve computational time and fault tolerance for big data analysis by mining data stored in Hadoop using MongoDB and MapReduce.
1. The document discusses several challenges for integrating media with cloud computing including media content convergence, scalability and expandability, finding appropriate applications, and reliability.
2. Media content convergence challenges include dealing with the heterogeneity of media types, services, networks, devices, and quality of service requirements as well as integrating technologies used by media providers and consumers.
3. Scalability and expandability challenges involve adapting to the increasing volume of media content and being able to support new media formats and outlets over time.
This document surveys trust architectures that leverage provenance in wireless sensor networks. It begins with background on provenance, which refers to the documented history or derivation of data. Provenance can be used to assess trust by providing metadata about how data was processed. The document then discusses challenges for using provenance to establish trust in wireless sensor networks, which have constraints on energy and computation. Finally, it provides background on trust, which is the subjective probability that a node will behave dependably. Trust architectures need to be lightweight to account for the constraints of wireless sensor networks.
This document discusses private equity investments in Kenya. It provides background on private equity and discusses trends in various regions. The objectives of the study discussed are to establish the extent of private equity adoption in Kenya, identify common forms of private equity utilized, and determine typical exit strategies. Private equity can involve venture capital, leveraged buyouts, or mezzanine financing. Exits allow recycling of capital into new opportunities. The document provides context on private equity globally and in developing markets like Africa to frame the goals of the study.
This document discusses a study that analyzes the financial health of the Indian logistics industry from 2005-2012 using Altman's Z-score model. The study finds that the average Z-score for selected logistics firms was in the healthy to very healthy range during the study period. The average Z-score increased from 2006 to 2010 when the Indian economy was hit by the global recession, indicating the overall performance of the Indian logistics industry was good. The document reviews previous literature on measuring financial performance and distress using ratios and Z-scores, and outlines the objectives and methodology used in the current study.
“An Outlook of the Ongoing and Future Relationship between Blockchain Technologies and Process-aware Information Systems.” Invited talk at the joint workshop on Blockchain for Information Systems (BC4IS) and Blockchain for Trusted Data Sharing (B4TDS), co-located with with the 36th International Conference on Advanced Information Systems Engineering (CAiSE), 3 June 2024, Limassol, Cyprus.
Dr. Sean Tan, Head of Data Science, Changi Airport Group
Discover how Changi Airport Group (CAG) leverages graph technologies and generative AI to revolutionize their search capabilities. This session delves into the unique search needs of CAG’s diverse passengers and customers, showcasing how graph data structures enhance the accuracy and relevance of AI-generated search results, mitigating the risk of “hallucinations” and improving the overall customer journey.
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?Speck&Tech
ABSTRACT: A prima vista, un mattoncino Lego e la backdoor XZ potrebbero avere in comune il fatto di essere entrambi blocchi di costruzione, o dipendenze di progetti creativi e software. La realtà è che un mattoncino Lego e il caso della backdoor XZ hanno molto di più di tutto ciò in comune.
Partecipate alla presentazione per immergervi in una storia di interoperabilità, standard e formati aperti, per poi discutere del ruolo importante che i contributori hanno in una comunità open source sostenibile.
BIO: Sostenitrice del software libero e dei formati standard e aperti. È stata un membro attivo dei progetti Fedora e openSUSE e ha co-fondato l'Associazione LibreItalia dove è stata coinvolta in diversi eventi, migrazioni e formazione relativi a LibreOffice. In precedenza ha lavorato a migrazioni e corsi di formazione su LibreOffice per diverse amministrazioni pubbliche e privati. Da gennaio 2020 lavora in SUSE come Software Release Engineer per Uyuni e SUSE Manager e quando non segue la sua passione per i computer e per Geeko coltiva la sua curiosità per l'astronomia (da cui deriva il suo nickname deneb_alpha).
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My slides at Nordic Testing Days 6.6.2024
Climate impact / sustainability of software testing discussed on the talk. ICT and testing must carry their part of global responsibility to help with the climat warming. We can minimize the carbon footprint but we can also have a carbon handprint, a positive impact on the climate. Quality characteristics can be added with sustainability, and then measured continuously. Test environments can be used less, and in smaller scale and on demand. Test techniques can be used in optimizing or minimizing number of tests. Test automation can be used to speed up testing.
HCL Notes und Domino Lizenzkostenreduzierung in der Welt von DLAUpanagenda
Webinar Recording: https://www.panagenda.com/webinars/hcl-notes-und-domino-lizenzkostenreduzierung-in-der-welt-von-dlau/
DLAU und die Lizenzen nach dem CCB- und CCX-Modell sind für viele in der HCL-Community seit letztem Jahr ein heißes Thema. Als Notes- oder Domino-Kunde haben Sie vielleicht mit unerwartet hohen Benutzerzahlen und Lizenzgebühren zu kämpfen. Sie fragen sich vielleicht, wie diese neue Art der Lizenzierung funktioniert und welchen Nutzen sie Ihnen bringt. Vor allem wollen Sie sicherlich Ihr Budget einhalten und Kosten sparen, wo immer möglich. Das verstehen wir und wir möchten Ihnen dabei helfen!
Wir erklären Ihnen, wie Sie häufige Konfigurationsprobleme lösen können, die dazu führen können, dass mehr Benutzer gezählt werden als nötig, und wie Sie überflüssige oder ungenutzte Konten identifizieren und entfernen können, um Geld zu sparen. Es gibt auch einige Ansätze, die zu unnötigen Ausgaben führen können, z. B. wenn ein Personendokument anstelle eines Mail-Ins für geteilte Mailboxen verwendet wird. Wir zeigen Ihnen solche Fälle und deren Lösungen. Und natürlich erklären wir Ihnen das neue Lizenzmodell.
Nehmen Sie an diesem Webinar teil, bei dem HCL-Ambassador Marc Thomas und Gastredner Franz Walder Ihnen diese neue Welt näherbringen. Es vermittelt Ihnen die Tools und das Know-how, um den Überblick zu bewahren. Sie werden in der Lage sein, Ihre Kosten durch eine optimierte Domino-Konfiguration zu reduzieren und auch in Zukunft gering zu halten.
Diese Themen werden behandelt
- Reduzierung der Lizenzkosten durch Auffinden und Beheben von Fehlkonfigurationen und überflüssigen Konten
- Wie funktionieren CCB- und CCX-Lizenzen wirklich?
- Verstehen des DLAU-Tools und wie man es am besten nutzt
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- Praxisbeispiele und Best Practices zum sofortigen Umsetzen
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Are you ready to revolutionize how you handle data? Join us for a webinar where we’ll bring you up to speed with the latest advancements in Generative AI technology and discover how leveraging FME with tools from giants like Google Gemini, Amazon, and Microsoft OpenAI can supercharge your workflow efficiency.
During the hour, we’ll take you through:
Guest Speaker Segment with Hannah Barrington: Dive into the world of dynamic real estate marketing with Hannah, the Marketing Manager at Workspace Group. Hear firsthand how their team generates engaging descriptions for thousands of office units by integrating diverse data sources—from PDF floorplans to web pages—using FME transformers, like OpenAIVisionConnector and AnthropicVisionConnector. This use case will show you how GenAI can streamline content creation for marketing across the board.
Ollama Use Case: Learn how Scenario Specialist Dmitri Bagh has utilized Ollama within FME to input data, create custom models, and enhance security protocols. This segment will include demos to illustrate the full capabilities of FME in AI-driven processes.
Custom AI Models: Discover how to leverage FME to build personalized AI models using your data. Whether it’s populating a model with local data for added security or integrating public AI tools, find out how FME facilitates a versatile and secure approach to AI.
We’ll wrap up with a live Q&A session where you can engage with our experts on your specific use cases, and learn more about optimizing your data workflows with AI.
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GraphSummit Singapore | The Future of Agility: Supercharging Digital Transfor...Neo4j
Leonard Jayamohan, Partner & Generative AI Lead, Deloitte
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Welcome to UiPath Test Automation using UiPath Test Suite series part 5. In this session, we will cover CI/CD with devops.
Topics covered:
CI/CD with in UiPath
End-to-end overview of CI/CD pipeline with Azure devops
Speaker:
Lyndsey Byblow, Test Suite Sales Engineer @ UiPath, Inc.
Consumers attitudes toward commercial e mail spam and web pop-ups
1. Information and Knowledge Management www.iiste.org
ISSN 2224-5758 (Paper) ISSN 2224-896X (Online)
Vol 2, No.1, 2012
Co n su mers' Attitu des toward Co mmercial E-mai l
S pa m a nd Web pop -up s: In terf eren ce, P erceiv ed
Lo ss of Co n trol , a n d Irri ta ti on
Mohd Abdul Azeem* , Zia-ul-haq
Department of Management & Commerce, Maulana Azad National Urdu University Hyderabad
India.500032.
*Email: *azeem1234@gmail.com
1. Abstract
The appeal of commercial e-mail and pop-up communication is evident today, because e-mail and pop-up
are both cost effective and time efficient. There is no doubt that e-mail and pop-up is becoming one of the
major direct channels for marketers. As the use of commercial e-mail and pop ups increases, it is more and
more important for direct mail marketers to understand the process through which e-mail and pop-up
campaigns influence consumer attitudes and behavior-mail marketing offers great opportunities for
businesses. Marketing activities supported by e-mails and pop-ups allow companies to directly
communicate with their consumers without time or location barriers. The topic of advertising via e-mails is
of major interest. It addresses consumers with individualized advertising messages via e-mails. This paper
discusses its relevance and investigates antecedents of consumer attitudes toward advertising via e-mails
and pop-ups. The analysis is based on a consumer survey. For this purpose, a quota sample of 800 Internet
users in India has been interviewed. By understanding consumers, attitude toward advertising, designers
and marketers can better strategize their advertising designs. A better understanding of interactivity can also
help to improve the effectiveness of interactive media such as the Internet. A methodology for studying the
factors that contribute to consumers’ perceptions of ads is proposed, and implications for Internet-based
advertising are discussed.
Keywords: attitude, e-mail spam, privacy, intrusion, advertising medium
2. Introduction
Except for the work by Chittenden and Rettie (2003) and Dufrene et al. (2005), there are very few studies
on internet users' attitudes toward commercial e-mails. In fact, little research looks at psychological
variables in order to account for users' attitudes toward pop-up (Dufrene et al., 2005). Thus, it seems
interesting to gain insight into the antecedents of consumer attitudes toward e-mails. Vriens et al. (1998)
were the first to dissect the process of responding to a pop-up offer. According to these authors, the
content of the mailing influences the probability of taking notice of the offer made and the attractiveness of
the offer increases the probability of responding. Given that little attention has been paid in the literature
to internet users' attitudes toward e-mail, we first conducted a qualitative, exploratory study on twelve
internet users using a convenience sample. The main results provided insight into the antecedents of
attitudes toward e-mail and pop-ups, such as the person's overall opinion of the company's website (interest,
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trust, irritation, interference) and personal data privacy. Previous findings suggest that the internet user
needs to know the direct marketers to be reassured about the use of personal information.
Several studies have reported that consumers despise advertisements, especially those that pop up or under a
site, and sometimes feel “violated” and “molested” by their presence (Wegert, 2002). Ad intrusiveness has
been recognized as a leading cause of annoyance (Bauer & Greyser, 1968). Although Rust and Varki (1999)
predicted ads in new media to be less intrusive, Li et al. (2002) report that online consumers are goal-oriented
and perceive online ads as even more intrusive than those in other media, leading to negative attitudes, and
impairing intentions to return to the site
3. Factors Influencing Consumer Attitudes toward E-mails and Pop-ups.
This study outlines three factors that may predict consumer attitudes toward commercial spam e-mail and
pop-ups.
Perceived Advertising Interference. One construct that could influence consumer attitudes is perceived ad
interference .Previous studies have indicated that perceived ad interference consists of the following
dimensions: interference with one's privacy (Sipior and Ward 1995; Teeter and Loving 2001), cognitive
process and/or task performance (Li, Edwards, and Lee 2002), and/or media content (Ha 1996). Based on
these dimensions, perceived ad interference can be defined as the degree to which an unwanted marketing
communication interferes with an individual's cognitive process and tasks, as well as the interference with
media contents including offensive materials.
From the perspective of consumer privacy, intrusion can be defined as invading an individual's solitude,
including intrusion of one's private affairs (Sipior and Ward 1995; Teeter and Loving 2001). Sturges (2002)
defines solitude as a space around an individual that is "to be left alone". While these definitions suggest a
more legal aspect of consumer privacy, they are applicable to advertising since ads may intrude upon one's
personal space (the mailbox, computer hard drives) and pop-ups that emerge while a consumer is surfing the
internet.
From the standpoint of web-advertising research, on-line consumers are goal-oriented and perceive ads to be
even more intrusive than when they are viewed in other media (Li et al. 2002). These negative attitudes can
affect brand perceptions (MacKenzie & Lutz, 1989) and lead to ad avoidance (Abernethy, 1991). A
dual-process theory would predict that users prefer to avoid more effort intensive processing caused by
additional, peripheral information (Smith & DeCoster, 2000)
H1: Consumers are likely to find commercial e-mail spam more intrusive than pop-up.
Privacy refers to the degree to which personal information is not known by others (Rust et al, 2002).
Customer privacy has always been a critical issue in marketing, but has assumed a greater significance in
recent years with the rise of Internet-based commercial transactions (Rust et al, 2002). Moreover,
advertising via electronic communications media, such as telephone, fax or e-mail is prohibited by law in
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several Western European countries unless the consumer agrees explicitly to receive the message. Privacy
issues are therefore very important when using electronic devices in addressing the consumers. This calls
for application of permission marketing (Krishnamurthy, 2000; Tezinde et al, 2002; Kent and Brandal,
2003). Before receiving advertising messages via e-mail, consumers need to empower a marketer to send
promotional messages in certain interest categories to them. Typically, this is done by asking the consumer
to fallout a survey indicating his or her interest when registering for a service. After that, the marketer can
match advertising messages with the interests of the consumer (Krishnamurthy, 2001). These processes
allow a new kind of about customers (Stewart and Pavlou, 2002).
H2a: Ad interference caused by commercial e-mail spam negatively correlates with attitudes toward the
advertising.
H2a: Ad interference caused by pop-up negatively correlates with attitudes toward the advertising technique.
Ads that interfere with users’ primary tasks will be intrusive, especially when interference is disturbing (Li et
al., 2002). Users are particularly frustrated by ads that obstruct information, like pop-up ads, because they are
an unwanted interruption (Chan et al., 2004) and require more attention and effort. Users feel imposed upon
because they have no choice but to act in order to remove the ad (Benitez, 2002)
H3: The level of perceived loss of control by consumers will be greater for commercial e-mail spam than
pop-up.
H4: Perceived loss of control mediates the relationship between ad interference caused by spam and ad
irritation.
Indignity people feel when being addressed by ads has a very great influence on people's attitude toward
advertising (Shavitt et al, 1998). ‘When advertising employs techniques that annoy, offend, insult or are
overly manipulative, consumers are likely to perceive it as unwanted and irritating influence’ (Ducoffe,
1996, p. 23). E-mail advertising may provide an array of information that confuses the recipient and can be
distracting and overwhelming the consumer with information (Stewart and Pavlou, 2002). Consumers may
feel confused about them and react negatively. Another point of possible annoyance is unwanted messages,
commonly known as spam. Spam intrudes into consumers’ privacy and stifle consumer acceptance.
Therefore, we conclude that irritation caused by an incomprehensive or unwanted e-mail advertising
message may reflect negatively on the perceived advertising value of e-mail marketing.
H5: Consumers are likely to experience a higher level of advertising irritation from e-mail spam than pop-up
ads.
H6a: The degree of advertising irritation caused by spam is negatively correlated with attitudes toward the
advertising.
H6b: The degree of advertising irritation caused by pop-up is negatively correlated with attitudes toward the
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advertising.
4. Method
The purpose of this study was to examine the effects of pop-up and commercial e-mail spam on ad
irritation perceived by consumers. Three constructs, ad interference, perceived loss of control as suggested by
Psychological Reactance, and ad irritation, were measured to assess how these variables may influence one
another, as well as the level of ad irritation based on the different types of direct marketing communication
channels.
4.1 Participants
Senior secondary, college and university students across India were recruited to voluntarily participate in a
survey for this study. After conducting a pilot study (N=83) to check reliabilities of the measures, participants
for the main survey (N=238) were randomly assigned to either the pop-up (n=124) or commercial spam
survey (n=114). The surveys were different only when the items pertained specifically to their attitudes about
the interference and irritations of either pop-up or commercial e-mail spam.
The final sample size contained 35% male and 65% female participants. The mean age of the sample was
22.1 years. With regard to education level, the sample consisted of senior secondary who were (65%), juniors
(44%), and seniors (10%). In addition, a majority of the participants have at least one major debit card in their
own name (92%), have purchased goods through mail order (43.8%), have purchased goods through the
Internet (891.6%), and have an e-mail account other than the institution’s (80.7%). These characteristics are
important because they are likely to increase the chances of these participants having some experience with
both pop-up and commercial e-mail spam.
5. Measures
Items were modified from previous studies to measure five constructs (including potential covariates for this
study): (1) perceived loss of control; (2) ad interference of either pop-up or commercial e-mail spam; and
(3) ad irritation of either pop-up or solicited commercial e-mail; as well as (4) attitudes towards the
advertising medium (spam or pop-up); and (5) attitudes toward direct marketing as a practice in general
(measured as a potential covariate).
Psychological Reactance (perceived loss of control). Modifying items from the scale created by Dowd, Milne,
and Wise (1991), Psychological Reactance was measured using a scale from 1 (strongly disagree) to 7
(strongly agree) with items such as "I have a strong desire to maintain my personal freedom," "I resent
authority figures who try to tell me what to do," and "I enjoy debates with other people." (a=.83).
5.1 Ad interference. Using the advertising interference scale from Li, Edwards, and Lee (2002), participants
were asked if they strongly agreed (1) or strongly disagreed (7) that spam or pop-up was distracting,
disturbing, forceful, interfering, intrusive, invasive, and obtrusive (a=.97).
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5.2 Ad irritation. Using a seven-point semantic differential scale anchored with 12 items such as
"appealing/unappealing," "positive/negative," and "pleasant/unpleasant" (Fritz 1979), ad irritation caused by
either pop-up or commercial e-mail spam was measured (a=.97). Positive adjectives received a score of 7
and negative adjectives received a score of 1. The average score of these 12 items was used to represent the
"ad irritation" variable (1=most irritating; 7=least irritating).
5.3 Attitudes toward the Advertising Medium. Mackenzie and Lutz's (1986) six-item semantic differential
scale with items such as "good/bad," "favorable/unfavorable," "pleasant/unpleasant," and
"convincing/unconvincing" was used to measure attitudes toward either pop-up or commercial e-mail
spam (a=.92). Positive adjectives received a score of 7 and negative adjectives received a score of 1. The
average score of these 6 items was used as the "attitudes toward the advertising medium" variable (1=least
favorable; 7=most favorable).
5.4 Direct marketing attitudes. A total of eleven items (Table 1) were used to measure general attitudes
towards direct marketing practices. Six items from Akhter and Durvasula (1991) such as "Direct marketers
sell high quality merchandise" and "Direct marketers are trustworthy" and five items derived from the focus
groups conducted by Chang and Morimoto (2003) such as "Direct marketers provide useful
products/services" and "Direct marketers do not offer product/services targeted toward me" were used
(a=.82).
6. Results
Prior to testing the hypotheses, several t-tests were conducted to assure that there would be no difference
between the two groups other than the effects from the research induction (pop-up and commercial e-mail
spam). The first independent sample t-test examined differences between commercial e-mail spam and
pop-up in terms of attitudes toward general direct marketing practices. The results indicated that there was no
statistical significance in terms of attitudes toward general direct marketing practices between pop-up
(mean=3.45) and spam (mean=3.49).
Because of the skewed sample between male and female participants in this study, four independent sample
t-tests were conducted for the variables: ad irritation, ad interference, perceived loss of control (Psychological
Reactance), and attitudes toward direct marketing in general to see if there was any gender effect. Focus
group research by Chang and Morimoto (2003) found that women may be more susceptible to direct
marketing communications that have to do with shopping than men. However, the results indicated that there
was no statistical significance in the mean differences of all of the measures in terms of gender (Table 2).
To test the potential confounding effect of direct marketing attitudes on the dependent measures, bivariate
correlations were conducted. The results showed that direct marketing attitudes correlated with ad
interference (r=.27, p<.01) and ad irritation (r=.310, p<.01) but no correlation was found between direct
marketing attitudes and perceived loss of control. Thus, direct marketing attitude was treated as a covariate
when testing H1 and H5.
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7. Testing the Hypotheses
H1: Consumers are likely to find commercial e-mail spam more intrusive than pop-up.
An analysis of covariance (ANCOVA) was performed (Table 3), controlling for attitudes toward direct
marketing. The results indicated that commercial e-mail spam was perceived as more intrusive (mean=1.93)
than pop-up (mean=4.24; F=116.40, df=2, 97, p<.01). H1 was consistent with the data.
H2a: Ad interference caused by spam negatively correlates with attitudes toward the advertising.
H2b: Ad interference caused by pop-up negatively correlates with attitudes toward the advertising.
A bivariate correlation was conducted only on data from the group that answered questions on commercial
e-mail spam (n=90). The results indicated as the degree of ad interference increased (1=most intrusive;
7=least intrusive; in this case, the mean score becomes smaller), participants tended to find the advertising
medium less favorable (r=.32, p<.05). Another correlation performed on data from the group that answered
questions on pop-up (n=82), indicated that when the participants found pop-up less intrusive (1= most
intrusive, 7= least intrusive; in this case, the mean score becomes larger), they found the advertising medium
more favorable (r=.42, p<.01).Therefore, the data supported the second hypothesis: as the degree of ad
interference increases, the favorability of the advertising medium (spam/pop-up) decreases.
H3: The level of perceived loss of control by consumers will be greater for spam than pop-up.
A one-way ANOVA was administrated with the advertising type (pop-up or spam) as an independent variable,
perceived loss of control as a dependent variable (1=loss of control, more reactance; 7=less reactance), and
attitudes toward direct marketing as a covariate. The results (Table 3) showed that that there was no
statistically significant difference (F=1.13, df=1, 104, p>.01) between the pop-up group (mean=4.50) and
the commercial e-mail spam group (mean=4.31) in terms of perceived loss of control.
Furthermore, when conducting a correlation analysis, the correlation between advertising interference and
perceived loss of control was not significant for commercial e-mail spam (r= -.155, p=.309) or direct mail
(r= -.012, p>.01). Therefore, the data did not support H3.
H4: Perceived loss of control mediates the relationship between ad interference caused by spam and ad
irritation.
To test the mediation effect of perceived loss of control, the method originally proposed by Baron and Kenny
(1986) was used. According to the researchers, the following three conditions must exist if a variable serves
as a mediator: 1) the independent variable affects the mediating variable; 2) the independent variable also
affects the dependent variable; and 3) the mediating variable affects the dependent variable. Additionally,
when adding the mediator to the relationship between the independent and dependent variables, the effect of
the independent variable should be reduced (Baron and Kenny 1986). Three sets of regression analyses were
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conducted to test this hypothesis. The result of the first regression with ad interference as an independent
variable and ad irritation as a dependent variable suggest that ad interference had a significant effect on ad
irritation (Y=1.41+.55X+e, R²=.17, p<.01).
However, the second regression with ad interference as an independent variable and perceived loss of
control as a dependent variable indicated that ad interference did not have a significant effect on perceived
loss of control (Y=4.59-.16X+e, R²=.02, p>.05). In addition, a multiple regression was performed with both
ad interference and perceived loss of control as independent variables and ad irritation as a dependent
variable (Table 4). The results suggest that while ad interference (X1) remains as a significant predictor of
ad irritation, perceived loss of control (X2) does not have an effect on ad irritation (Y=.272+.63X¹+.23X²+e,
R²=.23, p<.01[ad interference ], p>.05 [perceived loss of control]). Since perceived loss of control did not
have an effect on the dependent variable, ad irritation, the data do not support H4. Thus, perceived loss of
control did not mediate the relationship between ad interference and ad irritation.
H5: Consumers are likely to experience a higher level of advertising irritation from spam than pop-up
communications.
The results of an ANCOVA with ad irritation as a dependent variable and attitudes toward direct marketing as
a covariate (Table 3) suggest that consumers find commercial e-mail spam more irritating (mean=2.46, on a
scale from 1=irritating and 7=least irritating) than pop-up (mean=3.87, F=46.31, df=2, 93, p<0.01).
Therefore, H5 was supported by the data.
H6a: The degree of advertising irritation caused by spam is negatively correlated with attitudes toward the
advertising technique.
H6b: The degree of advertising irritation caused by pop-up is negatively correlated with attitudes toward the
advertising technique.
A bivariate correlation between ad irritation (1=most irritating, 7=least irritating) and attitudes toward the
advertising medium (commercial e-mail spam; 1=least favorable, 7=most favorable) was conducted with the
data from participants answering questions on spam (n=98). The results indicate that the more participants
felt that spam was irritating, the less favorable their attitudes toward spam became (r=.84, p<.01). The result
of another correlation using respondents who answered questions on pop-up suggest a similar outcome
(r=.89, p<.01). Therefore, the data support H6.
8. Discussion
As a result of the continued use and increasing popularity of online advertising methods among marketers,
this study sought to understand consumer perceptions of online advertising methods such as pop-ups in
comparison to commercial e-mails spasm. Based on focus groups conducted by Chang and Morimoto (2003),
several possible factors were identified as reasons for the perceived differences between the two types of
direct marketing communication channels. Three of those factors were explored in this study: the interference
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of a direct marketing effort, a perceived loss of control in consumers over their e-mail accounts as predicted
by Psychological Reactance, and levels of irritability caused by advertisements.
The statistical analyses indicted that there was a significant difference in how intrusive consumers perceived
pop-up and commercial e-mail spam (spam). Specifically, participants felt that spam was much more
intrusive than pop-up. It was expected that participants would feel spam was more intrusive than pop-up
because of the nature of spam, such as inappropriate content and an excessive amount of spam that consumers
receive in their mailbox every day. Furthermore, while many e-mail marketing efforts are cost efficient, many
of them are untargeted and thus useless to recipients. On the other hand, pop-up requires a financial
investment upfront, such as the designing of the communication, printing, and mailing costs, which indicates
that investing in the contact information for potential audiences could make the message more effective and
efficient.
It was hypothesized that feelings regarding the interference of direct marketing could be related to the loss of
control that consumers feel. According to Psychological Reactance, audiences are likely to reject
communication efforts because they perceive a loss of control over the type of material they are receiving
through the Internet.
Surprisingly, there was no significant relationship between pop-up methods and Psychological Reactance. It
is possible that the results indicated no correlation between direct marketing interference and loss of control
because the participants tested are part of an audience that is continuing to grow accustomed and tolerant of
online communications. Thus, while spam may be considered intrusive, it is not perceived as a loss of control
on the audience's part because it has become an inherent characteristic of the technology that this study's
sample population has grown accustomed to. Particularly because the respondents were all students, the use
of commercial e-mail accounts (Gmail, Yahoo, Hotmail, etc.) and/or their institution assigned e-mail account
is a necessity for them to communicate with professors, friends, and family. Thus, it is expected that they will
receive spam each time they log into an account, and therefore not perceived as a loss of control. These
rationales and hypotheses should be further explored in future studies.
This research study sought to predict how irritating pop-up was in comparison to commercial e-mail spam.
The results indicated that the participants perceived spam to be more annoying than pop-up. If users of
electronic mail are logging onto their account, they are not checking to see the interesting spam that they have
received. Rather, users are logging on because they have a specific purpose or task that they are attempting to
achieve. The addition of spam forces the users to filter unwanted messages so that they may utilize their
e-mail accounts. Regardless if they are hoping to have received a response from a friend, send an e-mail to
their parent, receive confirmation that their online purchase has been shipped, or exam scores from a
professor, there is a direct and personal purpose to the action of logging onto their account. Thus, if this
purpose is interrupted and takes away from the time that they will have to do what is necessary, then it is
inconvenient and considered irritating.
9. Conclusion
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It appears that among direct marketing practitioners, the use of commercial e-mail spam will continue to be a
preferred communication tool due to its cost effectiveness and hyperactivity (Hoffman, Novak, and
Chatterjee 1995; Mehta and Sivadas 1995; Verity et al. 1994). However, upon examination of the trends and
spending levels between advertising techniques, it also seems that traditional pop-up continues to remain
popular among marketers. Like traditional advertising and promotion campaigns in which marketers
typically employ multiple communication strategies to reach the target audience (Rotzoll, Hall, and Haefner
1996), direct marketers also tend to use several communication channels to maximize the reach to the target
audience.
For successful direct marketing campaigns, advertisers are encouraged to understand consumer perceptions
of various communication channels including pop-up and spam, and the psychological effects triggered by
these communication channels. Thus, it is important to investigate the potential causes of consumer irritation
toward ads, as well as some factors that positively affect consumer perceptions of ads since they are likely to
influence consumers' purchase intention in the end (Batra and Ray 1986; MacKenzie, Lutz, and Belch 1996).
In this regard, this study has demonstrated that the perceptions between pop-up and unsolicited
commercial e-mails are very different. Specifically, pop-up is considered intrusive and irritating to recipients.
As a general guideline then, it is recommended that all direct marketing communications at least serve some
purpose for the recipient.
10. Limitations and Future Research
The use of only students could be a concern because they are a unique population that does not allow for this
study to be generalized to other populations. Secondly this study was conducted in India so it may not be
globally generalized. Their uses, experiences, and comfort level on the Internet might have presented some
responses that might not be true to other recipients of spam and pop-up. However, because these
participants represent consumers who are accustomed to both traditional forms of direct marketing and new
technologies, the results obtained from this population is valid for how direct marketing should move in the
future, since these participants represent the next generation of consumers.
Another variable that could have influenced levels of irritation regarding spam could be the inconvenience
that e-mail users experience when they are accessing their accounts with the intention of receiving messages
from familiar sources. Thus, the inconvenience that consumers experience may also contribute to the levels
of irritation toward commercial e-mail spam.
As a contribution to Psychological Reactance theory, future studies should attempt to identify causes of the
audience feeling of advertising interference , reactance, and advertising irritation. For example, untargeted
communications delivered to recipients could cause consumers to feel higher levels of irritation. In turn, if
consumers feel that they are irritated by these marketing communications, this may cause consumers to feel
that they do not have control over their own e-mail accounts. Higher levels of irritation directed toward the
advertisement could lead to an increased perception of their loss of control regarding their own e-mail
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Table1 Items used to mea sure attitude towards direct marketing methods in general (alpha=.82)
(1=strongly Disagree and 7=strongly Agree)
Items
Direct marketers sell quality merchandisea
Direct marketers tend to confuse customers.a
Direct marketers provide service satisfaction.a
Direct marketers charge more money for delivery.a
Direct marketers provide better mix of products.a
Direct marketers are trustworthy.a
It is safe to order products from direct marketers.b
Direct marketers provide full information.b
Direct marketers products are relavent to my needs.b
Direct marketers provide benefitial products.b
Direct marketers do not offer products services targeted at me.b
Items from Akhter and Durvasula
Items based on Chang and Morimoto
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13. Information and Knowledge Management www.iiste.org
ISSN 2224-5758 (Paper) ISSN 2224-896X (Online)
Vol 2, No.1, 2012
Table 2 Independent Sample T-test Results on Gender Difference
Dependent variables t df Sig. (2t)
Ad irritation -0.385 99 0.701
Ad interference -.758 103 .452
Psychological reactance 1.40 105 .189
Attitude towards direct .656 111 .511
marketing
Independent variable = Gender
Table 3 ANCOVA/ANOVA Results (H1, H3 & H5)
Dependent F df Mean square significance
measures
Ad interference 116.41 2.97 131.99 .001*
ATDM (covariate) 15.00 17.00 .001*
Perceived loss of 1.14 1.105 .88 .29
control
Ad irritation 46.32 2.94 44.80 .001*
ATDM (covariate) 11.62 11.24 .001*
Independent variable= advertising type (commercial e-mail or pop-up.
Sig at p<.01
Table 4 Tests of Perceived Loss of Control as a Mediator
Independent Dependent β R2 t significance
variables variable
Ad interference Ad irritation .560 .171 .3.061 .004*
Ad interference Perceived loss -.160 .020 -1.031 .310
of control
Ad irritation Ad irritation .640 .230 3.260 .002*
And perceived
loss of control
Independent variable= advertising type (commercial e-mail or pop-up.
Sig at p<.01
33