MATCHING DISPLAYED ADS WITH USER QUERIES AND BROWSING BEHAVIOUR TO MEASURE USER SATISFACTION

Online Advertising is said to be the current trend in advertising industry and will be able to survive and focuses on being valuable. For this project, the scope of Online Advertising is going to be discussed. To be more specific, this study will focus mainly from the user perspective. Online Advertising is the act of spreading the message of the products and services over the Internet to targeted potential customers (in this study, the user). The problem from the user perspective is that, the ads retrieved or delivered do not satisfy the user, thus affecting the user browsing behaviour. The objectives are to develop an extension of a normal website to get feedback from the user on the ads retrieved, to evaluate the ads relevancy retrieved based on the user query and browsing behaviour, to prepare a set of questionnaire and to come out with a good policy to measure user satisfaction in browsing for ads. This study will describe how the system is being developed with the support of few literature reviews and findings that had been establish previously. The research methodology approach which is the Rapid Application Prototyping also is being discussed. The four phases involved, together with the project activities are being list down in order to monitor the development of the system. The result and discussion chapter will cover the analysis of the survey that had been conducted. Plus, the study will describe the system architecture and the prototype design of the system

A Snapchat Marketing Perspective: Examining the Personality Traits and Motives that Predict Attitudes Toward and Engagement with Non-Sponsored and Sponsored Content in Snapchat.

Social networking sites (SNS) have revolutionized the communication between consumers and brands, publishers, and marketers. These platforms have become a way for advertisers to communicate directly and engage users with content that is innovative and less intrusive. The aim of this research is to examine the personality traits and motives (based on the uses and gratifications theory) that predict attitudes toward and engagement with non-sponsored and sponsored content in Snapchat. An online survey with 606 participants showed that the main motives of using Snapchat were social information seeking, entertainment, and impression management. Multiple regression analyses were used to determine what personality traits predict the motives for using Snapchat. Finally, hierarchical multiple regressions were used to examine the models that predict attitudes toward the non-sponsored and sponsored features in Snapchat as well as the engagement with them. Recommendations for practitioners were given to help them develop marketing strategies in Snapchat

Inefficiencies in Digital Advertising Markets

Digital advertising markets are growing and attracting increased scrutiny. This article explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and within advertising channel members, ad blocking, and ad fraud. Although these topics are not unique to digital advertising, each manifests in unique ways in markets for digital ads. The authors identify relevant findings in the academic literature, recent developments in practice, and promising topics for future research

South African Millennials’ Attitudes towards the Communications Effect of YouTube Marketing

YouTube (YT) is the largest global digital video information and communication technology (ICT) channel and has become an important channel for companies and their brands to reach younger target markets with their marketing communications (MC). The main objectives of this research are to determine the effect of YouTube marketing communications (YTMC) on traditional and non-traditional attitudinal relationships, and to establish whether demographic variables and usage factors have an effect on traditional attitudinal relationships among the South African millennial cohort. A multi-stage sampling method was employed and 1,900 millennial cohort members (aged 18-32 years old) participated in the survey. Structural equation modeling (SEM) was used to assess the hypothesized attitudinal relationships. The study found that YTMC had a positive effect on all of the traditional (and one non-traditional) attitudinal relationships. The most favorable attitudinal responses were evident among older age categories, White ethnic groups, access via computer and mobile devices, longer usage length (in years), lower log-on frequencies, and higher log-on duration. Organizations should review their YTMC strategies to take cognizance of the positive attitudinal relationships and demographic variables and usage factors identified by this research when targeting millennial consumers

a generational approach

Rita, P., Ramos, R. F., Moro, S., Mealha, M., & Radu, L. (2020). Online dating apps as a marketing channel: a generational approach. European Journal of Management and Business Economics, 30(1), 1-17. https://doi.org/10.1108/EJMBE-10-2019-0192Purpose: This study aims to understand if an online dating app is considered an acceptable channel to conduct advertising activities and understand the differences between Generations X, Y and Z for such acceptance. Design/methodology/approach: A total of 411 Tinder users’ reactions were obtained and analyzed using text mining to compute the sentiment score of each response, and a Kruskal–Wallis H test to verify if there are statistical differences between each generation. Findings: The results showed positive acceptability toward the marketing campaign on Tinder, especially Z Generation. Nevertheless, the statistical analysis revealed that the differences between each generation are not statistically significant. Research limitations/implications: The main limitation relates to the fact that the participants, during the data collection, revealed their identification, perhaps leading to acquiescence bias. In addition, the study mainly covered the male population. A balanced sample would be positive to examine any possible differences between gender. Practical implications: Results provide an essential indication for companies regarding their marketing activities conducted on Tinder to fully exploit the possibility of using Tinder as an alternative and valuable channel to conduct marketing activities. Originality/value: Up until now, no studies tried to understand the effect of a marketing activity online on an online dating app.publishersversionpublishe

Aceptacion de la publicidad a través de altavoces inteligentes

Purpose: The influence of technology on marketing communications is rising in both applications and value created. Artificial intelligence (AI) and, as a result, smart speakers are benefiting both brands and customers at many levels. In particular, AI opens up the possibility to establish human-like dialogs with customers and to advertise brands in a new and engaging way. Therefore, the purpose of this paper is to understand why and how consumers would accept receiving advertising (ad) via AI-enabled devices such as smart speakers. Design/methodology/approach: A total of 326 individuals participated in a study that explored the factors influencing ad acceptance in smart devices. A partial least squares-structural equation model technique was used to validate the results. Findings: The findings show that customer acceptance of ads via smart assistants is influenced by smart assistant usefulness and hedonic motivations. However, privacy risk moderates the relationship between smart speaker ease of use and smart speaker usefulness. Originality/value: This paper explores the main drivers of ad acceptance via smart speakers and goes beyond the existing knowledge of smart speaker acceptance to further explore how this can become an important channel for brands to communicate.info:eu-repo/semantics/publishedVersio

“I Am Here to Assist You Today”: The Role of Entity, Interactivity and Experiential Perceptions in Chatbot Persuasion

Online users are increasingly exposed to chatbots as one form of AI-enabled media technologies, employed for persuasive purposes, e.g., making product/service recommendations. However, the persuasive potential of chatbots has not yet been fully explored. Using an online experiment (N = 242), we investigate the extent to which communicating with a stand-alone chatbot influences affective and behavioral responses compared to interactive Web sites. Several underlying mechanisms are studied, showing that enjoyment is the key mechanism explaining the positive effect of chatbots (vs. Web sites) on recommendation adherence and attitudes. Contrary to expectations, perceived anthropomorphism seems not to be particularly relevant in this comparison

Social media advertising: The role of personalization in Performance expectancy and customer purchase intention

Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRMSocial media is being widely used as a platform to manage marketing and advertising activities. Organizations are always having a challenge in how they can design social media advertising by spending a lot of time, money, and resources on social media ads to successfully fascinate customers and motivate them to purchase their brands. This study aims to evaluate the impact of personalization on purchase intention and also investigating the role of personalization moderating the relation between Performance expectancy and customer purchase intention. The conceptual model will be based on the extending Unified Theory of Acceptance and Use of Technology (UTAUT2). This study will be expected to provide several theoretical and practical rules on how personalization can successfully impact customer purchase intention over social media platforms

Stavovi potrošača prema oglašavanju na društvenim mrežama: prediktori i ishodi

Purpose – This study explores the impact of perceived trust, search for novelty and perceived usefulness on consumer attitudes towards social network advertising, and the impact of those attitudes on buying intention, buying and word-of-mouth information spread. Design/Methodology/Approach – The research included convenience sample of 265 respondents. Online survey distributed through Facebook and Instagram was used as a research method. The data was analysed using a multiple regression analysis. Findings and implications – The results show that positive attitudes towards social network advertising depend on perceived trust and usefulness. The impact of the search for novelty on consumer attitudes towards social network advertising proved to be insignificant. Furthermore, buying intention, buying and disseminating information by word-of-mouth represent relevant outcomes of consumer attitudes towards social network advertising. This research has implications for companies in terms of a better understanding of the relevant predictors and outcomes of consumer attitudes in on-line advertising context. Managers can also benefit from the findings when creating successful communication strategies. Limitations – A major research limitation is the use of non-probability convenience sample that did not capture the population as a whole. Therefore, this may be regarded as a future research direction. Originality – This study sheds new light on relevant predictors and outcomes of consumer attitudes towards social network advertising, which was not previously researched from the proposed framework perspective.Svrha - Glavna je svrha ovoga rada istražiti utjecaj percipiranoga povjerenja, traženja noviteta i percipirane korisnosti na stavove potrošača prema oglašavanju na društvenim mrežama, kao i utjecaj tih stavova na namjeru kupovine te kupovinu i širenje usmene komunikacije. Metodološki pristup - Uzorak je bio prigodan i obuhvatio je 265 ispitanika. Korištena je metoda online anketiranja provedenog putem društvenih mreža Facebook i Instagram. U analizi prikupljenih podataka korištena je metoda višestruke regresije. Rezultati i implikacije - Rezultati pokazuju da pozitivni stavovi potrošača prema oglašavanju na društvenim mrežama ovise o percipiranom povjerenju i korisnosti. Utjecaj traženja noviteta na stavove potrošača prema oglašavanju na društvenim mrežama nije se pokazao značajnim. Nadalje, rezultati pokazuju da su namjera kupovine, sama kupovina i usmena komunikacija značajni ishodi pozitivnih stavova potrošača prema oglašavanju na društvenim mrežama. Rezultati istraživanja imaju marketinške implikacije za tvrtke u vidu boljeg razumijevanja relevantnih prediktora i ishoda stavova prema oglašavanju u online kontekstu kao i pri kreiranju uspješnih komunikacijskih strategija. Ograničenja - Ograničenjem se može smatrati korištenje prigodnog uzorka koji nije obuhvatio populaciju u cijelosti, a što se može promatrati i kao smjernica za buduće istraživanje. Doprinos - Ovo istraživanje daje uvid u nova saznanja u pogledu relevantnih prediktora i ishoda stavova potrošača prema oglašavanju na društvenim mrežama, a što do sada nije istraživano na predloženi način