Advanced search

Showing result 1 - 5 of 18 essays matching the above criteria.

1. 1. Consumer perception of machine-generated advertisement

   University essay from

   Author : Christoffer Csoré Suhonen; Tommy Hjelm; [2021]
   Keywords : Artificial intelligence; machine learning; digital marketing; consumer perception; discernment ability; Artificiell intelligens; maskininlärning; digital marknadsföring; konsument uppfattning; särskiljningsförmåga;

   Abstract : Research in the area of artificial intelligence (AI) in marketing mainly consists of increasing value for retailers or ethical issues related to consumers, in contrast, academic research regarding consumers perception of AI in marketing is vague at best. This research explores the perception of machine-generated advertising campaigns and how these campaigns are experienced by consumers. READ MORE

3. 2. Native Advertising - Don't Mislead Don't Misread : A Research of Brand Disclosure Effect on Consumers’ Native Ad Recognition Ability

   University essay from Jönköping University/IHH, Företagsekonomi

   Author : Julia Fagerström; Elin Hultin; [2020]
   Keywords : Native Advertising; Brand Disclosure; Ad Disclosure; Eye-tracking; Ad Recognition Ability; Ad Recognition;

   Abstract : Background: Online marketing tactics designed to have a minimized impact on consumer experience have emerged recently whereas native advertising is one concept. Native advertising is an approach designed to decrease interruptions in consumers’ online experience by matching the form and functions of the platform in which the advertisement appears. READ MORE

4. 3. The Role of Paid and Earned Social Media on Consumer Behavior for Apparel Brands in China’s Market

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Mickus Aurimas; Zhou Pengshuo; Guo Xiang; [2020]
   Keywords : Advertising marketing; Influencer marketing; Word-of-Mouth marketing; Brand loyalty; Brand awareness; Purchasing intention;

   Abstract : Social media marketing is gradually replacing traditional marketing and becoming the primary marketing strategy for businesses. Paid and earned media have emerged as two major social media marketing forms that are important in business development research. READ MORE

5. 4. Online Behavioral Advertising : A Study of Privacy Concerns and Coping Behavior for Students in Sweden

   University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

   Author : Nils Bure; Axel Pahne; [2019]
   Keywords : Online behavioral advertising; privacy concern; privacy violation; advertising avoidance; advertising acceptance; students; advertising; privacy;

   Abstract : During recent years, the global digital transformation has led to changes in the advertising industry, where advertisers use new strategies to reach customers to advertise their products and services. Online behavioral advertising emerged as a new advertising process, which allowed companies to collect and use online behavior to create tailored personalized advertisements. READ MORE

6. 5. Impact of green marketing on consumer buying behavior: The mediating role of environmental knowledge. : A quantitative study in the context of Pakistan

   University essay from Mittuniversitetet/Avdelningen för ekonomivetenskap och juridik

   Author : Basharat Ali; [2019]
   Keywords : Green marketing; consumer buying behavior; environmental knowledge; eco-labeling; green advertising; green branding;

   Abstract : Green marketi ng is aimed at directing a company‘s efforts to undertake the processes of designing a product, its promotion, pricing, and distribution in a way that can help to protect the environment. The current study is aimed at investigating the influence of green marketing practices including eco-labeling, green branding and green advertising on consumer buying behavior in Pakistan which is a developing country. READ MORE