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).
How do green firms appeal users with pop ups...sibr pptDaniel LK
This document summarizes a study that explored how green firms use pop-up and in-line ads to appeal to and influence consumers' attitudes. The study developed a research framework based on existing advertising literature and proposed hypotheses about how factors like emotion, entertainment, credibility and irritation affect attitudes toward green ads. A quantitative survey was conducted and found entertainment and credibility were most important in influencing attitudes, while irritation was less so. The study provides suggestions for further research with larger sample sizes and examining specific green products or media.
This document summarizes a research paper that investigated the relationship between environmental response, emotional response, and consumer buying behavior in Pakistan. The study found that emotional response has a strong association with consumer buying behavior, as people are more likely to purchase brands they feel an emotional attachment to. The mobile sector in Pakistan has grown significantly in recent years, with cellular subscribers increasing from 3.29% of the population in 2004 to 64.8% in 2011, representing a huge potential market for advertisers.
Impact of Brand Image and Service Quality on Consumer Purchase Intention: A S...Muhammad Arslan
The objective of this research is to determine the relationship between brand image, service quality and price on
consumer purchase intention. Normative and informative susceptibility has indirect effect on consumer purchase
intention. The empirical analysis were determined by collecting data from sample of 301 consumers of large
retail stores. The findings of study reveal the positive effect of brand image and service quality on consumer
purchase intention. Results reveal the insignificant relationship between price and consumer purchase intention.
The findings also documented that consumers in large retail stores don’t bother prices because consumers
consider that the stores charge reasonable prices. Most of consumer’s purchases depend upon the brand image
and service quality. Normative and informative susceptibility have positive effect on brand image. The
recommendations and suggestions are very helpful for managers and operators of large stores. Brand image
depends on informative and normative susceptibility.
- Over half of consumers surveyed prefer relevant targeted online ads in exchange for free content, according to their responses to a trade-off scenario.
- When asked as a single-option question, a minority of consumers desired "tailored" ads, primarily due to a dislike of annoying ads rather than privacy concerns.
- Education about behavioral targeting reduced some consumers' preference for targeted ads, with 29% becoming less comfortable.
- However, most consumers were interested in a consumer control solution, and assurance that data was anonymous increased comfort levels for many.
Return On Involvement - A Consumer Perspective On AdvertisingKim Lykke Andersen
This document provides an abstract for a thesis that explores how consumers' perceptions of creative advertising affect their motivation for brand involvement. The study uses qualitative focus groups to understand how different types of advertising communication elements influence brand involvement. The findings suggest that creative ads that relate to consumers' self-identity, relationships with others, and social causes are most effective at generating brand involvement. Future advertising should consider how brand messages align with these aspects of consumers' lives.
This document summarizes a study on the influence of advertisements on consumer brand preferences in the soft drink market in Sri Lanka. The study examined three main variables: information, communication, and comprehension. A survey was conducted with 200 respondents in Manmunai North Divisional Secretariat Division. The results found that advertisements have a high influence on brand preferences across all three variables for the major soft drink brands. Certain demographic groups, such as younger consumers and higher-income groups, showed higher levels of influence from advertisements. The study provides recommendations to advertisers on how to improve influence based on the findings.
The Effectiveness between Word-of-Mouth (WOM) Marketing and Social Network on...inventionjournals
As Malaysia is aiming to become high-income country by 2020, in today’s direct selling business such as Avon, the practice of positive WOM is becoming more important with the collaboration of Social network on consumer acquirement. This paper is aim to identify the effect of WOM and Social network on AVON consumer purchase intention. After analysing data from market research shows that most women acquires cosmetic products from Avon Company, the representative’s role being extremely important. Most women buy products through the online social network catalogue, 77% of them using the products every day, often buying the personal care products. Overall this study provides a greater knowledge of how does WOM and social network work in a different perceptive to the acquirement of AVON products
How do green firms appeal users with pop ups...sibr pptDaniel LK
This document summarizes a study that explored how green firms use pop-up and in-line ads to appeal to and influence consumers' attitudes. The study developed a research framework based on existing advertising literature and proposed hypotheses about how factors like emotion, entertainment, credibility and irritation affect attitudes toward green ads. A quantitative survey was conducted and found entertainment and credibility were most important in influencing attitudes, while irritation was less so. The study provides suggestions for further research with larger sample sizes and examining specific green products or media.
This document summarizes a research paper that investigated the relationship between environmental response, emotional response, and consumer buying behavior in Pakistan. The study found that emotional response has a strong association with consumer buying behavior, as people are more likely to purchase brands they feel an emotional attachment to. The mobile sector in Pakistan has grown significantly in recent years, with cellular subscribers increasing from 3.29% of the population in 2004 to 64.8% in 2011, representing a huge potential market for advertisers.
Impact of Brand Image and Service Quality on Consumer Purchase Intention: A S...Muhammad Arslan
The objective of this research is to determine the relationship between brand image, service quality and price on
consumer purchase intention. Normative and informative susceptibility has indirect effect on consumer purchase
intention. The empirical analysis were determined by collecting data from sample of 301 consumers of large
retail stores. The findings of study reveal the positive effect of brand image and service quality on consumer
purchase intention. Results reveal the insignificant relationship between price and consumer purchase intention.
The findings also documented that consumers in large retail stores don’t bother prices because consumers
consider that the stores charge reasonable prices. Most of consumer’s purchases depend upon the brand image
and service quality. Normative and informative susceptibility have positive effect on brand image. The
recommendations and suggestions are very helpful for managers and operators of large stores. Brand image
depends on informative and normative susceptibility.
- Over half of consumers surveyed prefer relevant targeted online ads in exchange for free content, according to their responses to a trade-off scenario.
- When asked as a single-option question, a minority of consumers desired "tailored" ads, primarily due to a dislike of annoying ads rather than privacy concerns.
- Education about behavioral targeting reduced some consumers' preference for targeted ads, with 29% becoming less comfortable.
- However, most consumers were interested in a consumer control solution, and assurance that data was anonymous increased comfort levels for many.
Return On Involvement - A Consumer Perspective On AdvertisingKim Lykke Andersen
This document provides an abstract for a thesis that explores how consumers' perceptions of creative advertising affect their motivation for brand involvement. The study uses qualitative focus groups to understand how different types of advertising communication elements influence brand involvement. The findings suggest that creative ads that relate to consumers' self-identity, relationships with others, and social causes are most effective at generating brand involvement. Future advertising should consider how brand messages align with these aspects of consumers' lives.
This document summarizes a study on the influence of advertisements on consumer brand preferences in the soft drink market in Sri Lanka. The study examined three main variables: information, communication, and comprehension. A survey was conducted with 200 respondents in Manmunai North Divisional Secretariat Division. The results found that advertisements have a high influence on brand preferences across all three variables for the major soft drink brands. Certain demographic groups, such as younger consumers and higher-income groups, showed higher levels of influence from advertisements. The study provides recommendations to advertisers on how to improve influence based on the findings.
The Effectiveness between Word-of-Mouth (WOM) Marketing and Social Network on...inventionjournals
As Malaysia is aiming to become high-income country by 2020, in today’s direct selling business such as Avon, the practice of positive WOM is becoming more important with the collaboration of Social network on consumer acquirement. This paper is aim to identify the effect of WOM and Social network on AVON consumer purchase intention. After analysing data from market research shows that most women acquires cosmetic products from Avon Company, the representative’s role being extremely important. Most women buy products through the online social network catalogue, 77% of them using the products every day, often buying the personal care products. Overall this study provides a greater knowledge of how does WOM and social network work in a different perceptive to the acquirement of AVON products
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online
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.
This document summarizes a study that explored how influencer marketing impacts the consumer behavior of millennials. The study used qualitative research methods, including interviews with 25 millennial consumers, 5 influencers, and 3 marketing experts. It analyzed how factors like attitudes, perceived behavioral control, subjective norms, source credibility, and product-influencer fit influence purchase intentions, based on theories of planned behavior and social learning. Key findings included that positive attitudes toward influencers and increased domain knowledge from them favorably impacted behavior. Personal relevance, inspiration, and trust in influencers also positively influenced behavior. The type of influencer needs to fit the specific product category to be effective. Influencers impact awareness, expertise, preferences and brand preference at different levels
Impact of media over consumer buying behaviour on the people who play golf in...Dinesh Bhatt
This document provides details about a summer training report submitted by Dinesh Bhatt to the Department of Management Studies at Dehradun Institute of Technology about his internship with Value2ad studying the impact of media on consumer buying behavior from products displayed in golf courses in Delhi and the NCR region under the supervision of Mr. K. Srinivas Rao, Chief of Operations at Value2ad. It includes declarations, acknowledgements, an executive summary and outlines the research methodology, data analysis, findings, and conclusions of the study.
A study of effectiveness of mobile ads & smarphone consumer attitude towards itVijayendra Dwari
In this report author attempt to discuss in detail the direction in which Mobile Advertising is heading in India and try to establish consumer attitude towards acceptance of Mobile advertising. Further we try to establish how effective this medium really is vis a vis consumer mind space.
Factors affecting consumer's attitudes toward mobile marketingAlexander Decker
This document summarizes a study that investigated factors affecting Saudi consumers' attitudes toward mobile marketing. The study focused on four independent variables: customer satisfaction with advertising messages, customer trust in advertising messages, the value and utility of offers in advertising messages, and brands of products offered in advertising messages. A questionnaire was used to collect data from a convenience sample, which was then analyzed using statistical techniques like regression analysis. The results confirmed that all four independent variables had a significant effect on Saudi consumers' attitudes toward mobile marketing. The document provides context on mobile marketing and reviews literature related to consumer attitudes, customer satisfaction, customer trust, value and utility, and brands. It also summarizes several previous studies on related topics.
Digiral marketing bibners guid Book By ankit mohapatraAnkit Mohapatra
Here Ankit Mohapatra One of the great digital marketer in India having 8years of experience want to help new Starter to learn digital marketing and have some basic knowledge before going to advance digital marketing or entering to digital era.
The document is a research report submitted to Jiwaji University in Gwalior, India. It examines the impact of advertisements on consumer buying behavior in the laptop industry in the Gwalior region. The report includes an introduction, literature review, research methodology, results, and conclusion sections. It uses a survey methodology with a sample size of 100 respondents to understand how advertisements influence consumer decision making when purchasing laptops.
A presentation entitled Impact of Online and Television Advertising on Consumer Behavior, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. The presentation includes, the challenges to measuring cross-platform media impacts, comscore methods, case studies and results. Presenters included Joan FitzGerald-Vice President of comScore & Alan Vaughn- Statistical Analyst at comScore.
2. antecedents and outcome of electronic word of mouthikhwanecdc
This document summarizes a research study that examined the impact of source credibility, message appeal, and brand equity on purchase intentions through electronic word of mouth (eWOM) in the mobile phone industry, with a moderating role of product involvement. The study collected data through surveys from 224 mobile phone users and found support for the proposed relationships between the variables. Specifically, source credibility, message appeal, and brand equity positively influenced purchase intentions through eWOM. Product involvement moderated the relationship between eWOM and purchase intentions. The results provide empirical support for how these factors influence consumer decision making through online word-of-mouth communications.
A Research on Impact of Television Commercial on the Youth upon purchasing be...Hardik Shah
This document appears to be a research paper submitted by Hardik J. Shah to Prof. Kalika Bansal at Somlalit Collage of Management Studies in Ahmadabad, India. The paper examines the impact of television commercials on the purchasing behavior of youth in Ahmadabad. It includes an introduction outlining the topic, literature review citing several sources, proposed research methodology, plans for data analysis, and expected conclusion. The paper will analyze survey data collected from youth to understand how television commercials influence their purchasing decisions.
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.
Dr. Timothy P. Christy outlines his 2011-2013 research plan, which includes 6 high priority projects covering topics such as gamification in advertising, the influence of social media on word-of-mouth, and how agency restructuring has affected stakeholders. The plan details each project's goals, current stage of development, potential collaborators, and targeted publications. It also provides a list of key submission deadlines for conferences and journal special issues throughout 2011-2012.
The impact of online advertising on consumer buying behaviour towards mobile ...rahul_yadav96
This document provides an overview of a research paper on the impact of internet advertising on consumer buying behavior towards mobile phones. The paper includes 10 chapters that discuss topics such as the concept of online advertising, the growth of internet and mobile phone users in India, the objectives and scope of the research, a literature review on related topics, the research methodology, data analysis and findings, a SWOT analysis, challenges faced by the online advertising industry in India, and conclusions and recommendations. The research aims to study the effectiveness, reliability and relationship between internet advertising and purchase decisions for mobile phones. A survey was conducted of 100 respondents to collect primary data on their experiences with internet advertising.
This document summarizes a research study that examined how consumer participation when using online recommendation agents (RAs) affects satisfaction, trust, and purchase intentions. The study hypothesized that greater participation when using an RA would lead to higher satisfaction and trust in the RA and its recommendations. It also proposed that financial risk associated with products would reduce satisfaction, trust and purchase intentions, and moderate the effects of participation. The findings were intended to provide insights for marketing strategy regarding how to design RAs and the role of participation and risk.
CONSUMERS’ ATTITUDE TOWARDS brands on Social Networking SitesJitendra Raichandani
The document summarizes research on consumers' attitudes towards brands that use social media marketing. It finds that social media has a significant role in public relations, brand involvement, and brand commitment. The research was descriptive and collected data from 100 respondents. It found that most respondents are active on social media and follow brands for information, discounts, and because they are customers. Additionally, many believe that brands on social media reflect their personality and that they can communicate directly with brands online. However, some respondents also expressed uncertainty or skepticism about brands monitoring their associations and potentially misleading them in the future. In conclusion, the study found that social media has a strong impact on public relations, brand involvement, consumer buying behavior, and brand commitment.
This document summarizes research on word-of-mouth communication and its influence on consumer purchasing decisions. It discusses word-of-mouth as an informal communication between consumers about brands and products. The document outlines three waves of word-of-mouth studies and notes that word-of-mouth plays an important role in shaping consumer behavior, with some estimates suggesting up to 80% of purchasing decisions being influenced by personal recommendations. The author proposes further research to understand the motivations behind positive word-of-mouth and how companies can potentially influence what consumers say about brands.
This study examines how various factors influence consumer attitudes and behavioral intentions regarding online banner advertisements. The author conducted a study with 300 participants to understand how elements like celebrity endorsements, animation, text information, and interactivity impact attitudes toward ads and click-through rates. The study found that these factors play a role in shaping consumer attitudes, and more positive attitudes can increase click-through intentions. The author proposes several hypotheses about the relationships between different online ad elements, attitudes, and behavioral responses.
This study examines how various factors in online banner advertisements influence consumer attitudes and behavioral intentions. A survey was conducted with 300 respondents to analyze the impact of celebrity endorsements, text information, animations, banner position, and interactivity on attitudes toward banner ads and click-through intentions.
The results found that celebrity endorsements, banner position, and interactivity had a significant positive effect on attitudes toward banner ads, but text information and animations did not. Additionally, more positive attitudes toward banner ads led to greater click-through intentions. Therefore, the study suggests that how banner ads are designed and positioned, as well as their interactivity, are important in shaping consumer responses.
This document discusses future trends in advertising. It predicts that in 10 years, advertisements will need to be more attention-getting, interactive, and brief due to consumers having less time and shorter attention spans. Small businesses will be able to market themselves globally through online tools. However, some consumers may want fewer product ads, so personalized advertising based on personal data and interests may become more common, though this raises privacy concerns. Celebrity endorsements and visually appealing images in ads will also remain effective strategies.
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online
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.
This document summarizes a study that explored how influencer marketing impacts the consumer behavior of millennials. The study used qualitative research methods, including interviews with 25 millennial consumers, 5 influencers, and 3 marketing experts. It analyzed how factors like attitudes, perceived behavioral control, subjective norms, source credibility, and product-influencer fit influence purchase intentions, based on theories of planned behavior and social learning. Key findings included that positive attitudes toward influencers and increased domain knowledge from them favorably impacted behavior. Personal relevance, inspiration, and trust in influencers also positively influenced behavior. The type of influencer needs to fit the specific product category to be effective. Influencers impact awareness, expertise, preferences and brand preference at different levels
Impact of media over consumer buying behaviour on the people who play golf in...Dinesh Bhatt
This document provides details about a summer training report submitted by Dinesh Bhatt to the Department of Management Studies at Dehradun Institute of Technology about his internship with Value2ad studying the impact of media on consumer buying behavior from products displayed in golf courses in Delhi and the NCR region under the supervision of Mr. K. Srinivas Rao, Chief of Operations at Value2ad. It includes declarations, acknowledgements, an executive summary and outlines the research methodology, data analysis, findings, and conclusions of the study.
A study of effectiveness of mobile ads & smarphone consumer attitude towards itVijayendra Dwari
In this report author attempt to discuss in detail the direction in which Mobile Advertising is heading in India and try to establish consumer attitude towards acceptance of Mobile advertising. Further we try to establish how effective this medium really is vis a vis consumer mind space.
Factors affecting consumer's attitudes toward mobile marketingAlexander Decker
This document summarizes a study that investigated factors affecting Saudi consumers' attitudes toward mobile marketing. The study focused on four independent variables: customer satisfaction with advertising messages, customer trust in advertising messages, the value and utility of offers in advertising messages, and brands of products offered in advertising messages. A questionnaire was used to collect data from a convenience sample, which was then analyzed using statistical techniques like regression analysis. The results confirmed that all four independent variables had a significant effect on Saudi consumers' attitudes toward mobile marketing. The document provides context on mobile marketing and reviews literature related to consumer attitudes, customer satisfaction, customer trust, value and utility, and brands. It also summarizes several previous studies on related topics.
Digiral marketing bibners guid Book By ankit mohapatraAnkit Mohapatra
Here Ankit Mohapatra One of the great digital marketer in India having 8years of experience want to help new Starter to learn digital marketing and have some basic knowledge before going to advance digital marketing or entering to digital era.
The document is a research report submitted to Jiwaji University in Gwalior, India. It examines the impact of advertisements on consumer buying behavior in the laptop industry in the Gwalior region. The report includes an introduction, literature review, research methodology, results, and conclusion sections. It uses a survey methodology with a sample size of 100 respondents to understand how advertisements influence consumer decision making when purchasing laptops.
A presentation entitled Impact of Online and Television Advertising on Consumer Behavior, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. The presentation includes, the challenges to measuring cross-platform media impacts, comscore methods, case studies and results. Presenters included Joan FitzGerald-Vice President of comScore & Alan Vaughn- Statistical Analyst at comScore.
2. antecedents and outcome of electronic word of mouthikhwanecdc
This document summarizes a research study that examined the impact of source credibility, message appeal, and brand equity on purchase intentions through electronic word of mouth (eWOM) in the mobile phone industry, with a moderating role of product involvement. The study collected data through surveys from 224 mobile phone users and found support for the proposed relationships between the variables. Specifically, source credibility, message appeal, and brand equity positively influenced purchase intentions through eWOM. Product involvement moderated the relationship between eWOM and purchase intentions. The results provide empirical support for how these factors influence consumer decision making through online word-of-mouth communications.
A Research on Impact of Television Commercial on the Youth upon purchasing be...Hardik Shah
This document appears to be a research paper submitted by Hardik J. Shah to Prof. Kalika Bansal at Somlalit Collage of Management Studies in Ahmadabad, India. The paper examines the impact of television commercials on the purchasing behavior of youth in Ahmadabad. It includes an introduction outlining the topic, literature review citing several sources, proposed research methodology, plans for data analysis, and expected conclusion. The paper will analyze survey data collected from youth to understand how television commercials influence their purchasing decisions.
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.
Dr. Timothy P. Christy outlines his 2011-2013 research plan, which includes 6 high priority projects covering topics such as gamification in advertising, the influence of social media on word-of-mouth, and how agency restructuring has affected stakeholders. The plan details each project's goals, current stage of development, potential collaborators, and targeted publications. It also provides a list of key submission deadlines for conferences and journal special issues throughout 2011-2012.
The impact of online advertising on consumer buying behaviour towards mobile ...rahul_yadav96
This document provides an overview of a research paper on the impact of internet advertising on consumer buying behavior towards mobile phones. The paper includes 10 chapters that discuss topics such as the concept of online advertising, the growth of internet and mobile phone users in India, the objectives and scope of the research, a literature review on related topics, the research methodology, data analysis and findings, a SWOT analysis, challenges faced by the online advertising industry in India, and conclusions and recommendations. The research aims to study the effectiveness, reliability and relationship between internet advertising and purchase decisions for mobile phones. A survey was conducted of 100 respondents to collect primary data on their experiences with internet advertising.
This document summarizes a research study that examined how consumer participation when using online recommendation agents (RAs) affects satisfaction, trust, and purchase intentions. The study hypothesized that greater participation when using an RA would lead to higher satisfaction and trust in the RA and its recommendations. It also proposed that financial risk associated with products would reduce satisfaction, trust and purchase intentions, and moderate the effects of participation. The findings were intended to provide insights for marketing strategy regarding how to design RAs and the role of participation and risk.
CONSUMERS’ ATTITUDE TOWARDS brands on Social Networking SitesJitendra Raichandani
The document summarizes research on consumers' attitudes towards brands that use social media marketing. It finds that social media has a significant role in public relations, brand involvement, and brand commitment. The research was descriptive and collected data from 100 respondents. It found that most respondents are active on social media and follow brands for information, discounts, and because they are customers. Additionally, many believe that brands on social media reflect their personality and that they can communicate directly with brands online. However, some respondents also expressed uncertainty or skepticism about brands monitoring their associations and potentially misleading them in the future. In conclusion, the study found that social media has a strong impact on public relations, brand involvement, consumer buying behavior, and brand commitment.
This document summarizes research on word-of-mouth communication and its influence on consumer purchasing decisions. It discusses word-of-mouth as an informal communication between consumers about brands and products. The document outlines three waves of word-of-mouth studies and notes that word-of-mouth plays an important role in shaping consumer behavior, with some estimates suggesting up to 80% of purchasing decisions being influenced by personal recommendations. The author proposes further research to understand the motivations behind positive word-of-mouth and how companies can potentially influence what consumers say about brands.
This study examines how various factors influence consumer attitudes and behavioral intentions regarding online banner advertisements. The author conducted a study with 300 participants to understand how elements like celebrity endorsements, animation, text information, and interactivity impact attitudes toward ads and click-through rates. The study found that these factors play a role in shaping consumer attitudes, and more positive attitudes can increase click-through intentions. The author proposes several hypotheses about the relationships between different online ad elements, attitudes, and behavioral responses.
This study examines how various factors in online banner advertisements influence consumer attitudes and behavioral intentions. A survey was conducted with 300 respondents to analyze the impact of celebrity endorsements, text information, animations, banner position, and interactivity on attitudes toward banner ads and click-through intentions.
The results found that celebrity endorsements, banner position, and interactivity had a significant positive effect on attitudes toward banner ads, but text information and animations did not. Additionally, more positive attitudes toward banner ads led to greater click-through intentions. Therefore, the study suggests that how banner ads are designed and positioned, as well as their interactivity, are important in shaping consumer responses.
This document discusses future trends in advertising. It predicts that in 10 years, advertisements will need to be more attention-getting, interactive, and brief due to consumers having less time and shorter attention spans. Small businesses will be able to market themselves globally through online tools. However, some consumers may want fewer product ads, so personalized advertising based on personal data and interests may become more common, though this raises privacy concerns. Celebrity endorsements and visually appealing images in ads will also remain effective strategies.
1. The document discusses various frameworks for how advertising works, including the sales, persuasion, involvement, and salience frameworks. It explains concepts like using emotion, shock advertising, and developing brand awareness.
2. Strategic uses of advertising discussed include differentiating brands, reinforcing messages, and engaging customers. The FCB matrix combines involvement with rational/emotional thinking for ad strategies.
3. Case studies are provided on how companies like M&S, Sony Ericsson, Yellow Pages, and NesCafe have effectively used advertising frameworks and strategies.
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.
This document summarizes research on perceptions of advertising on social media and its implications for word-of-mouth advocacy. It finds that social media users are more receptive to ads that provide entertainment, interactively engage users, or satisfy their information needs. Specifically, ads that foster participation and conversation tend to create more positive brand perceptions. The uses and gratifications theory, which posits that people use media to fulfill personal and social needs, helps explain why. Ads seen as invasive or distracting from users' goals tend to be viewed negatively.
This document summarizes a research article about the impact of digital marketing on consumer behavior in Bangladesh. It begins with an abstract, introduction and literature review on digital marketing and its growth. It then outlines the study's objectives and methodology, which included surveys and interviews. Key findings are that most consumers in Bangladesh spend 2-3 hours per day on social media, especially Facebook. They typically access the internet via WiFi or mobile data. The document concludes that digital marketing provides an effective way for brands to reach consumers in Bangladesh at a lower cost.
This document summarizes a white paper about research conducted on the effect of social media on consumer-brand relationships. The research was a collaboration between BeyenMeyer, an advertising company, and the University of Groningen. It studied how interacting with brands on social networking sites like Facebook and Twitter influences consumer brand attachment. The research found that consumers who liked/followed brands on social media had higher levels of brand utilities like information, entertainment, and incentive utilities, and in turn stronger brand attachment, compared to consumers who don't engage with brands on social media. The findings provide implications for how brands can use social media to build relationships with consumers and strengthen their brands.
The document discusses engagement marketing and how it differs from traditional interruptive marketing. Engagement marketing aims to actively involve and engage customers through multi-platform, coherent brand communications and experiences. It seeks to change customer behavior rather than just raise awareness. Done effectively, engagement marketing can increase customer loyalty, advocacy, and value for both customers and businesses.
Measuring the impact of social media marketing campaign.docxbala krishna
The document discusses a study on measuring the impact of social media marketing campaigns. It begins with an introduction on social media and its importance in marketing. The objectives of the study are to understand perceptions and awareness of social media marketing among respondents in Hyderabad, India. The scope covers how companies use social media platforms and data analytics to track marketing campaigns. The methodology section describes the descriptive research design used, including primary and secondary data collection and analysis of a sample of 100 industrialists in Hyderabad.
DETERMINE THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATION ON CONSUMER DEC...IAEME Publication
This document summarizes a research study that aimed to determine the influence of integrated marketing communication (IMC) on consumer decision-making in the pharmaceutical sector in Tamil Nadu, India. The study involved designing a questionnaire to survey marketing managers and analyzing the collected data using SPSS software. Descriptive statistics on the survey responses are provided. The results of hypothesis testing using regression analysis are also presented, showing that IMC and factors like coordinated marketing, synergy, and consumer behavior have a significant relationship and impact on one another. Over 60% of the variations in IMC are explained by the independent variables in the study.
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.
The Effectiveness between Word-of-Mouth (WOM) Marketing and Social Network on...inventionjournals
This document summarizes a study on the effectiveness of word-of-mouth (WOM) marketing and social networks on consumer acquisition of AVON products in Malaysia. The study found that most AVON consumers were women who acquired products from representatives. It also found that 77% of consumers used products daily and often bought personal care items. The study developed a conceptual model showing that customer satisfaction and experience positively influence willingness to generate positive WOM, which in turn influences social networks like Facebook, YouTube, and Twitter to attract more customers. The study aims to identify the effects of WOM and social networks on AVON consumer purchase intention in Malaysia.
IMPACT OF SOCIAL MEDIA MARKETING IN THE BUYING INTENTION OF FASHION PRODUCTSindexPub
People in the twenty-first century do not have the time to visit and engage with one another. Through social media, users may join to social networking sites and stay in touch even when they are far away. In addition, social media platforms like Facebook foster a devoted relationship between the fashionable product and the consumer also helps in influencing customers for buying motive, opening up significant advertising prospects. Similar to this, other social media platforms, such as blogs, offer a place for people to comment on events that require publicising and can be used as a marketing tool for both customer adoption and promotions of fashion industry. People are now finding your social media page for buying by following and subscribing to fashionable pages and blogs. Since there is a lag between the time a social event occurs and when it is transmitted, these media have an advantage over other widely used public media, such as television. This study focuses on the tactics that can expand the current viral marketing model outside the realm of traditional social media. Consequently, it can aid in forging a strong enough community to support initiative buying and efficient marketing.
The study was undertaken with a purpose to study the attitude of students towards T.V advertisements on economic and social aspects. The sample comprised of 100 students selected by random sampling technique from Panjab University, Chandigarh. The findings revealed that advertisement helps to raise our standard of living whereas in social aspect an advertisement produces potentially negative side effects. Apart from that, the research serves as a good baseline for future research.
Health Services MarketingHSA 305Designing And Managing.docxpooleavelina
Health Services Marketing
HSA 305
Designing and Managing Integrated Marketing Communications
Kotler, P., Shalowitz, J., & Stevens, R. J. (2008). Strategic marketing for health care organizations. San
Francisco: Jossey-Bass
*
Welcome to Health Services Marketing. In this lesson, we will discuss Designing and Managing Integrated Marketing Communications.
Please go to the next slide.
ObjectivesUpon completion of this lesson, you will be able to:Describe the health care system and the role of marketing
*
Upon completion of this lesson, you will be able to:
Describe the health care system and the role of marketing.
Please go to the next slide.
Marketing Communications RoleRepresent the voice of the brandThe primary mechanisms implemented to establish a dialogue and build relationships with consumersDemonstrate consumers how and why a product is implemented, by what kind of person, and where and whenEducate consumers regarding who makes the product and what the organization and brand representCan provide consumers an incentive or reward for trial or usageEnable organizations to link their brands to other people, places, events, brands, experiences, feelings, and things
In this lesson, we will focus on how marketing communications work, what marketing communications can do for an organization, and how holistic marketers combine and integrate marketing communications. Specifically, we will examine the different forms of mass or personal communications such as advertising, sales promotion, events and experiences and public relations and publicity.
Marketing communications are the instruments organizations use to relate the benefits, positioning, and characters of their brands to consumers. In essence it:
Represent the voice of the brand;
Are the primary mechanisms implemented to establish a dialogue and build relationships with consumers;
Demonstrate consumer how and why a product is implemented, by what kind of person, and where and when;
Educate consumer regarding who makes the product and what the organization and brand represent;
Can provide consumers an incentive or reward for trial or usage;
And
Enable organizations to link their brands to other people, places, events, brands, experiences, feelings, and thing.
All of these are ways in which marketing communications can contribute to brand equity. By establishing the brand in memory and crafting a brand image is how these can contribute to brand equity.
Please go to the next slide.
*
Marketing Communications and Brand EquityCommunication mixMarketing activities
*
Marketing communication mix has six major modes of communications:
Advertising. This is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
Sales promotion. This is a variety of short-tem incentives to encourage trial or purchase of a product or service.
Events and experiences are organization-sponsored activities and programs designed to create da ...
This document discusses the role of social media in public relations and its impact on brand involvement and commitment. It reviews literature that found social media significantly impacts public relations, how organizations engage with customers, and consumer purchasing behavior. The study aimed to analyze the relationship between social media, consumer behavior, and brand commitment in Pakistan. A questionnaire survey found most respondents agreed social media is an important channel for organizations to communicate, advertise, and build relationships with customers.
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Investigating the types of e advertising strategyadvertising strategy and its influence on consumer buying beh
1. European Journal of Business and Management www.iiste.org
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Investigating the Types of E-Advertising Strategy and its
Influence on Consumer Buying Behavior
Dr. Mohammad Reza Shojaee1, Sara Totonkavan2, Nasim Masoumi Sanjani3
1 Assistant Professor of Shahid Beheshty University, Tehran, Iran
2.Master2. Master of commercial management, Damavand Ershad University, Tehran, Iran
3. Master of commercial management, Damavand Ershad University, Tehran, Iran
Abstract
Advertising is a way of communication to convince an audience for taking purchase decision about a product or
service and delivering information to viewers. This paper examines the relationship between environmental
response and emotional response which are independent variables with dependent variable i.e. consumer buying
behavior. This research investigates the relationship between the variables involved, by taking the 120 responses
in Iran country. And its show that banner advertising is more effective than other ways of advertisings, and have
great effect on consumer purchase decision on internet. Findings of this study show the moderate relationship
between independent variables and dependent variableThis study reports new results in the field of buying
behavior of consumers’ response. the extent and variety of online advertising is growing dramatically. Business
are spending more than before on online advertising. Understanding that what factors in online advertising have
effect on consumer purchasing behavior is vital. So, the purpose of research was to study the effect of online
advertising strategy on the buying patterns of consumers and to see what factors influence a consumer’s
purchase.
Keywords: e- Advertising Strategy, Environmental response, Emotional response, Consumer buying behavior
1-Introduction
Of all marketing weapons, advertising has leading impact on viewers mind, as its exposure is much more(Katke,
2007). Marketing mix has four subsets i.e. product, price, place and promotion and advertising is a component of
promotional mix, which is used to create awareness about product and services for taking purchase decisions.
Marketers use these types of tool for communication purpose. Advertisement evolves date back in the ancient
times. Different societies used different types of symbols for the promotion of the products and services for
attracting consumers. However, these pictures were used for a limited area for promotion. In modern time,
advertisement has become important way to promote products and services and is used for communication
purpose. No company can become a market leader unless they invest lots of their investment in promotional
purposes (Hussainy et al., 2008). The major aim of advertising is to impact on buying behavior; however, this
impact about brand is changed or strengthened frequently people’s memories. Memories about the brand consist
of those associations that are related to brand name in consumer mind. These brand cognitions influence
consideration, evaluation, and finally purchases (Romaniuk & Sharp, 2004). Most companies do analysis of
consumer behavior. The major objective of consumer behavior analysis is to determine the factors that
consumers behave in particular circumstances like in economics aspect (Ayanwale et al., 2005). Consumer
behavior analysis is helpful for advertiser to understand the behavior of consumer in buying different situations.
According to traditional hierarchy-of-effects models, advertising affect of advertising exposure leads to brand
cognition and cognition about the ad, which then leads to the attitude towards the ad and the brand until their
purchase intent (Mendelson & Bolls, 2002). As the market is surplus with several products or services, most
companies make similar functional claim; so, it has become extremely difficult for companies to differentiate
their products or services based on functional attributes. Differentiates based on functional attributes which are
shown in advertisement are never long lasting as the competitors could copy the same (Hussainy et al., 2008).
Therefore, the marketers give the concept of brand image. By introducing, the character of caring mother in ads
through this marketer creates emotion in the mind of consumers (Jalees, 2006). Doing so advertiser creates those
types of ads, which carry emotional bond with consumer. Therefore, that consumer is more likely to associate
with ads of those brands, which have emotional values and messages. Today environment without advertising,
marketers cannot deliver any information or message about their product or services to their viewers or buyers.
In order to analyze this consumer buying behavior through advertisement. This research is based on attitudinal
behavior of consumer in different buying behavior. Advertisement is a promotional tool that is available for
marketers to create awareness about the brand and mould their customers’ behavior towards that brand for taking
final purchase decision.
This paper is interested to find out the attitudinal buying behavior of consumer in Iran, and determine the
relationship between emotional response & environmental response with dependent variable i.e. consumer
buying behavior. In the context of local scenario, the practices of advertisements are not mature as compare to
2. European Journal of Business and Management www.iiste.org
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developed countries. The advertising institutions are not working as per the market of local scenario and it is
very important to select the celebrities to advertise any product. So, in Pakistan there is need to conduct research
on advertisement and it affect on consumer buying behavior. This study defines media, which provides
information that is represented by the combination of sound, sight, and touch sources.
This study covers various areas of the video messages that are presented in media through which people take
information. The verbal and visual information affects individual’s perception of the environmental stimuli. The
result of this study will add new information and knowledge in the existing knowledge and provides new areas
for future researchers. This paper is based on theoretical model, which is used to examine the relationship
between variables. Hypotheses are developed for applying tests. Then results, discussion and conclusion are
presented. The basic objective of this research is to examine the influence of emotional advertising through
attitudinal buying behavior consumer and further to determine the influence of environmental advertising
through attitudinal buying behavior consumer.
2-Definiton of online advertising strategy
marketingMarketing or e-marketing, is the marketing and promotion of products or services over the internet.
Examples of online advertising include contextual ads on banner ads, blogs, rich media ads, social network
advertising, interstitial ads, online classified advertising, advertising networks, dynamic banner ads, cross-
platform ads and e-mail marketing, including e-mail spam. Many of these types of ads are delivered by an ad
server.
The internet has become an ongoing emerging source that tends to expand more and more. The growth of this
particular medium attracts the attention of advertisers as a more productive source to bring in consumers. A clear
advantage consumers have with online advertisement is the control they have over the product, choosing whether
to check it out or not (Wakolbinger, Lea; Michaela, Denk Oberecker, Kluas, 2009). Online advertisements may
also offer various forms of animation. In its most common use, the term "online advertisement" comprises all
sorts of banner, e-mail, in-game, and keyword advertising, including on platforms such as Face book, Twitter,
and MySpace. Web-related advertising has a variety of ways to publicize and reach a niche audience to focus its
attention to a specific group. Research has proven that online advertising has given results in growing business
revenue (Wakolbinger, Lea. 2009). For the year 2012, Jupiter Research predicted $34.5 billion in US online
advertising spending (www.e-sourceglobal.com/online_advertising).Online marketing has taken the business
world by storm. Some of the standard online advertising strategies consist of banner ads, newsletter ads and
website link exchanges. These methods can be effective, but you need to get out of the box and find new and
clever ways to advertise your business.
Social Media Relationships-Use your social media sites to connect with people and build relationships. Social
media is for networking and bonding with people, not just making the sale. (Terriseymour, 2013)
3-Type of online advertising strategies
Advertising banner: advertising banners are the most common form of internet advertising. They rent advertising
space in websites and are usually visible on the upper or lower section of a page. Most banners are click-through,
linking to the web page of advertiser. While planning, attention must be paid to file size, as it affects the time
necessary for an advertisement to load on the user’s computer. The size of image files should be between 7KB
and 10KB (dabner, 2004). Typically, advertising banners contain a short text or a graphical message promoting a
product. thus, the following types of banner advertising emerge (dimitriadis&baltas, 2003) .
The animated banner includes motion and rotation of graphic. They attract user attention more effectively than
static banner.Interactive banner support bidirectional communication with users, who can add data,Select from a
menu, answer a question or even carry out a transaction.
Transactional banners form a significant development merges advertising and selling and uses impulse buying
by consumers.
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-Advertising banner contains links that, when click on, they redirect visitors to the advertisers websites. There
are two type of advertising banner: key word banner and random banner. Key word banner appear when a search
engine is used to make a search using a keyword. It is an effective means for companies that wish to limit their
target groups. Random banner appear randomly. Companies that wish to launch their new product use random
banner.
Email advertising: electronic mail is the most common activity that internet users are engaged, and like
conventional mail, it may be used for advertising and communication purposes. Newsletters may be sent by
advertisers through electronic mail to those interested in their activities or products (kotller, 2003).
Pop-up ads: an advertisement that loads between two content pages. These types of ads can create resentment
in users and lead to low click-through rates.
4-Text ads: sometimes text advertising may be more appropriate than the other advertising format. An example
of text advertising is a commercial message sent to mobile device users. This type of ad downloads quickly and
is not affected by ad blocking software.
4. Literature Review
Advertising is a non-personal paid form where ideas, concepts, products or services, and information, are
promoted through media (visual, verbal, and text) by an identified sponsor to persuade or influence behavior
(Ayanwale et al., 2005 and Bovee, et al. 1995).
Emotional Response: Advertising is to create understanding, liking, and selection of product or services. The
most influencing theory in marketing and advertising research is attitude-towards-the-ad . However, the attitude
that is formed towards the ad help in influencing consumer’s attitudes toward the brand until their purchase
intent (Goldsmith & Lafferty, 2002). Consumer buying behavior is based on the concept and idea that he/she
simply decided to purchase a product or service at the spot (Adelaar et al., 2003). The major aim of advertising is
to create positive attitude towards the ad and the brand until consumer purchases that product and through this
positive attitude create emotional response in the mind of consumer (Goldsmith & Lafferty, 2002). That is why
basic aim of advertising to encourage people to buy things and creates awareness(Bijmolt et al., 1998).
According to the traditional attitude theory consumer, behavior is predicted from consumer attitude when
consumers buy the brand, which they like the most. An attitude may be defined as “acquire behavioral
disposition” (Smith & Swinyard, 1983). However Adelaar et al. (2003) explained that behavior is produced by
emotional response, which is created by three factors:
Pleasure: the state in which person feel good, happy, or joyful in a particular situation.
Arousal: the state of feeling that is varying from person to person in different situations i.e. feeling of
excitement, active, bored, or sleepy.
Dominance: this defines individual feelings, which are in control of or free to act in a particular situation.
When consumer watches an advertisement about the brand and develops likeness for the brand and then
eventually willing to purchase it (Goldsmith & Lafferty, 2002). The terminology for ‘actual buying behavior’ is
that consumer in real sense purchase the product or services (Adelaar et al., 2003). The objective of consumer
buying behavior is to determine the factor that influence consumer to act in a particular way but in different
situation (Ayanwale et al., 2005). Another component of effective advertisement that creates emotional response
is the consumer ability to recall the brand ad (Goldsmith & Lafferty, 2002). Thus, the relative importance of
brand recall will depend on the extent to which consumer makes product related decisions, which leads to the
brand awareness (Keller, 2006). This brand awareness helps in ensuring the recall ad, which has the competitive
advantage over those brands that are not recalled easily. Thus positive attitude towards ads have more ability to
recall the ads then those having negative attitude (Goldsmith & Lafferty,2002). Brand knowledge through
advertisement helps in influencing brand salience in an away that the quantity and sparkle of the memories about
the brand thought to be in buying situation that creates emotional response towards ads (Holden & Lutz, 1992).
However, individual uses cue in different buying situation for recalling the brand ad and greater chance of brand
to be retrieved of any buyer, when different attributes are attached to the brand, which creates brand association
(Romaniuk & Sharp, 2004). As emotional advertising is considered most effective tools, so that consumer
ultimately gives emotional response to that product (Brassington & Pettitt, 2001). Normally, a positive
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relationship between visual, verbal and text intensity of media and emotional response has been found (Bezijian
et al., 2008).
H1: There is a significant association between emotional response and consumer buying behavior in Iran.
Environmental Response: Environmental attitudes are defined by attitude theory, which is based on beliefs.
Environmental attitude is based on those belief and norms, which are constructed through individual perception
and this perception, should be taken as individual’s opinion rather than an attitude (Heberlein &Wisconsin,
1998). Environmental variables might affect on buying behaviors of consumer (Stern, 1962). As marketing
related research proposed that environment provides certain type of experience for consumer, which are used for
promotion and selling product or services (Adelaar et al., 2003). Specially, marketing research has conducted to
describe the effect of different emotional condition at the time of purchasing (Morris & Boone, 1998). The
purchasers who cannot decide what to purchase, use the process of purchase intent (Goldsmith & Lafferty,
2002). Purchase intent means customer purchase the product unintentionally and unplanned (Adelaar et al.,
2003). Shopping lifestyle of consumer describes the behavior of consumer who wants to purchase and give
positive responses towards the product (Tirmizi et al., 2009). In this condition consumer, take only information
from retail store for purchase decision (Stern, 1962). However, the environmental psychology model provides
better concept of emotional response rather than traditional marketing research (Hitchon, 1994). Sense
modalities and information rates make the environmental psychology model. Sense modalities are sound, sight,
and touch that can affect user experience. The information rate can affects user for gaining information from
advertisement. So that in advertisement video, picture, and songs are strongly correlated. The environmental
psychology model proposes an environment (such as retailing store) that produces an emotional feeling in an
individual’s mind, which is divided into pleasure, arousal or dominance in different buying situations (Adelaar et
al., 2003).
H2: There is an association between environmental response and consumer buying behavior in Iran.
4- Research methodology
The main objective of this study was to investigate the types of advertising and its effect on consumer behavior.
This study in term of purpose is applied research methods and in term of doing research is descriptive analytical.
Statistical population consisted of online consumer in Iran . Reliability of questionnaire with Cronbach’s alpha
coefficient by using SPSS software was calculated 98/4.and according to SPSS software both of the hypotheses
are accepted.
Consumer purchase decision
5- Conclusion
Internet is by far the most innovative inventions, it has helped people in every thick and thin. Online advertising
is a form of promotion that uses the internet for the purpose of marketing messages in order to attract customer.
In this research, the effect of online advertising on the consumer buying behaviors was studied. And it was found
out that the independent variables (online advertising strategies) have a significant effect on the dependent
variable (consumer purchase decision). The aim of the study was to look upon the factors that affect the
consumer purchase decision and the attitude of people towards online advertising strategy. The trend of online
advertising is still in its infancy period in some countries but in countries like Sweden and Denmark, internet is
being used even to buy basic products. In our country, IRAN, the trend of online advertising is new and not very
common. This is because of the increasing frauds on the internet. People are reluctant to share their personal
information on a website. It is recommended that awareness should be created among the people so that this
trend could increase more and people should rely more on online advertise and shopping online. The results of
this study show that there is positive relationship of emotional response with consumer buying behavior and no
relationship between environmental response and consumer buying behavior. Therefore, it is concluded that
consumers purchase products by emotional response, rather that environmental response. In environmental
response consumer do shopping unplanned but in this research consumer purchase those products from which
consumer are emotionally attached. These attachments are created through advertisement as audio, video and
text form, which appeals him or her. This research is conducted in telecom sector; therefore for generalization of
these results, it is necessary for future researcher to empirically contribute to do this research by using other
brands i.e. mobile advertising, FMCGS products automobiles, electronics etc. There should be novelty approach
5. European Journal of Business and Management www.iiste.org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol.6, No.7, 2014
266
to attract the consumer buying behavior for future studies. Consumer buying behavior should be checked by
consumer psychological behavior and social concerns. There is a need to conduct this research by personality
trait of consumer, which creates impact on consumer buying behavior in Iran.
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