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In the age of information explosion, consumers may no longer want to be overwhelmed with more information. But marketers are forced to display multiple features of a product in advertisements to fully demonstrate its competitive advantage, especially for a multifunctional product. Based on this, the authors explore when more could be an effective marketing strategy. The results of five studies demonstrated that the more features of multifunctional products displayed in video ads, the lower the processing fluency of consumers when watching the ads, thus reducing their positive emotions, and finally reducing their purchase intention, supporting the negative effect of more features on consumers in the context of marketing and revealed its cognitive and emotional mechanism. More important, we introduce mindfulness, an effective marketing strategy that alleviates the negative effect of too many product features on consumers, into the field of advertising marketing to address this issue. A high level of mindfulness, whether measured by trait scales or manipulated by experimental priming, weakens the negative effects of the number of displayed features. Specifically, when the level of mindfulness is high, the negative effect of displaying more product features on purchase intention is weak. When the level of mindfulness is low, the number of displaying more features has a strong negative impact on purchase intention. [ABSTRACT FROM AUTHOR]

Digital advertising platforms have emerged as a widely utilized data source in consumer research; yet, the interpretation of such data remains a source of confusion for many researchers. This article aims to address this issue by offering a comprehensive and accessible review of four prominent data collection methods proposed in the marketing literature: "informal studies," "multiple-ad studies without holdout," "single-ad studies with holdout," and "multiple-ad studies with holdout." By outlining the strengths and limitations of each method, we aim to enhance understanding regarding the inferences that can and cannot be drawn from the collected data. Furthermore, we present seven recommendations to effectively leverage these tools for programmatic consumer research. These recommendations provide guidance on how to use these tools to obtain causal and non-causal evidence for the effects of marketing interventions, and the associated psychological processes, in a digital environment regulated by targeting algorithms. We also give recommendations for how to describe the testing tools and the data they generate and urge platforms to be more transparent on how these tools work. [ABSTRACT FROM AUTHOR]

The European Union's General Data Protection Regulation (GDPR), with its explicit consent requirement, may restrict the use of personal data and shake the foundations of online advertising. The ad industry has predicted drastic loss of revenue from GDPR compliance and has been seeking alternative ways of targeting. Taking advantage of an event created by an ad publisher's request for explicit consent from users with European Union IP addresses, the authors find that for a publisher that uses a pay-per-click model, has the capacity to leverage both user behavior and web page content information for advertising, and observes high consent rates, GDPR compliance leads to modest negative effects on ad performance, bid prices, and ad revenue. The changes in ad metrics can be explained by temporal variations in consent rates. The impact is most pronounced for travel and financial services advertisers and least pronounced for retail and consumer packaged goods advertisers. The authors further find that web page context can compensate for the loss of access to users' personal data, as the GDPR's negative impact is less pronounced when ads are posted on web pages presenting relevant content. The results suggest that publishers and advertisers should leverage targeting based on web page content after the GDPR's rollout. [ABSTRACT FROM AUTHOR]

Online targeted advertising leverages an information asymmetry between the advertiser and the recipient. Policymakers in the European Union and the United States aim to decrease this asymmetry by requiring information transparency information alongside political advertisements, in the hope of activating citizens' persuasion knowledge. However, the proposed regulations all present different directions with regard to the required content of transparency information. Consequently, not all proposed interventions will be (equally) effective. Moreover, there is a chance that transparent information has additional consequences, such as increasing privacy concerns or decreasing advertising effectiveness. Using an online experiment (N = 1331), this study addresses these challenges and finds that two regulatory interventions (DSA and HAA) increase persuasion knowledge, while the chance of raising privacy concerns or lowering advertisement effectiveness is present but slim. Results suggest transparency information interventions have some promise, but at the same time underline the limitations of user-facing transparency interventions. [ABSTRACT FROM AUTHOR]

Advertising was once touted as a 'big boys' marketing tool, but the advent of the Internet has led to the emergence of online advertising, which has benefitted marketing organizations of all sizes, especially small and medium enterprises (SMEs), for 20 years since the new millennium. However, the emergence and proliferation of digital natives as a new generation of consumers necessitate further research to ensure the continued attractiveness, effectiveness, and relevance of online advertising. Furthermore, there is a need to consolidate the multifaceted nature of technology and media in online advertising and the corresponding behavior enacted by consumers, particularly digital natives, today. In this regard, this paper endeavors to examine the perceptions and reactions of digital natives toward online advertising using the theory of planned behavior, technology acceptance model, and uses and gratifications theory as an integrated theoretical lens to guide this examination. Using covariance structural equation modeling on a sample of 380 digital natives, this paper finds that the ease of use, usefulness, entertainment gratification, credibility, design, and personalization of online advertisement positively influence the attitude of digital natives toward online advertisement. However, assurance from online advertisement did not produce any significant effect, a unique finding that exemplifies the confidence that digital natives exhibit in digital environments as a self-assured generation. Finally, this paper finds that the attitude and subjective norms among digital natives toward online advertisement and the security and responsiveness of the website of the online advertised product positively influence the intention of digital natives to purchase the online advertised product. The implications of these findings for theory and practice as well as its limitations and future research directions conclude the paper. [ABSTRACT FROM AUTHOR]

Background Methods Results Conclusion Recruiting older adults into clinical trials can be particularly challenging. Our objective was to determine if targeted web‐based advertising is an effective recruitment strategy.We compared the recruitment rates of traditional and targeted web‐based methods for three representative clinical trials involving older adults. All studies utilized traditional recruitment methods initially, but shifted toward primarily targeted web‐based advertising after experiencing slow recruitment rates.We found that web‐based advertising reached more individuals compared to traditional methods. Compared to traditional methods, web‐based methods also had at least twice the rate of expressed interest, completion of telephone and in‐person screening, eligibility, and enrollment. Additionally, the proportion of individuals excluded after the telephone screening did not differ according to whether targeted web‐based advertising (STAMINA: 51%; Berries and Steps: 62%; ISTIM: 20%) or traditional methods (STAMINA: 48%; Berries and Steps: 69%; ISTIM: 23%) were used within each study. Those recruited using web‐based advertisements tended to be younger compared to traditional methods, but were similar in racial distribution and education.Targeted web‐based advertisements may be more effective in recruiting older adults for clinical trials at a faster rate than traditional recruitment methods, but need further evaluation of compatible study designs, potential population bias, and cost‐effectiveness. [ABSTRACT FROM AUTHOR]

Recent innovations in online advertising facilitate the use of a wide variety of data sources to build micro-segments of consumers, and delegate the manufacture of audience segments to machine learning algorithms. Both techniques promise to replace demographic targeting, as part of a post-demographic turn driven by big data technologies. This article empirically investigates this transformation in online advertising. We show that targeting categories are assessed along three criteria: efficiency, communicability, and explainability. The relative importance of these objectives helps explain the lasting role of demographic categories, the development of audience segments specific to each advertiser, and the difficulty in generalizing interest categories associated with big data. These results underline the importance of studying the impact of advanced big data and AI technologies in their organizational and professional contexts of appropriation, and of paying attention to the permanence of the categorizations that make the social world intelligible. [ABSTRACT FROM AUTHOR]

The increasing diversity in advertising options warrants more research on user engagement with advertisements across different digital platforms. Drawing on the elaboration likelihood model and consumer skepticism theories, we examine the central role of the three-dimensional construct of trust—cognitive, emotional, and behavioral—in overcoming advertisement skepticism (AS) and improving advertisement engagement (AE). Using survey data from a large sample in the United States (N = 841), we compare the effect of skepticism on engagement as mediated by trust, on social (Facebook) versus search (Google) platforms. In a multistage analysis, initial results indicated that trust is a significant mediator for both Facebook and Google. Subsequent testing revealed that for Facebook, the behavioral dimension of trust fully mediated the skepticism and engagement link, whereas for Google, all three dimensions of trust only partially mediated the skepticism and engagement link. This suggests that on social media platforms, behavioral trust is crucial for overcoming skepticism to achieve better engagement. Furthermore, when comparing all pathways in the model, we found that on search platforms, cognitive trust was significantly more influential in overcoming skepticism for better engagement. [ABSTRACT FROM AUTHOR]

With the increasingly sophisticated improvements in artificial intelligence (AI) technologies in marketing communications, a gap prevails between heightened levels of excitement around it and high-level application. Consequently, this topic necessitates in-depth investigation to prepare for future changes. This study examines the role of AI in programmatic advertising through a quantitative content analysis of AI-enabled digital programmatic advertisements. Although the idea that sponsorship disclosure, appeals, and sentiments are important in persuasive messages has been documented, this study extends existing literature by examining these concepts within AI-enabled programmatic advertising. Sponsorship-linked marketing and congruence theory guided this study. The results showed that only about half of the ads revealed sponsorship information. Further, the brand-sponsor association was not clearly established in the ads. A sentiment analysis showed the prominence of positive sentiments in the ads. Additionally, the ads mostly used product- and consumer-focused appeals. Theoretical and research contributions and strategic marketing implications are discussed. [ABSTRACT FROM AUTHOR]

Against the backdrop of calls for greater platform transparency, this exploratory article investigates Meta's 'Why Am I Seeing This Ad' (WAIST) feature, which is positioned as a consumer-level explanation of Meta's advertising model. Drawing on our own walkthroughs of Facebook and Instagram and data from the Australian Ad Observatory, we find the feature falls short in two ways. First, the explanations do not always align with how the system and its audience-building tools are sold to and used by advertisers. Second, the feature is focused narrowly on single ads and individual users, doing nothing to generate understanding of the patterns and sequences of targeted advertising in relation to other users or over time. We propose both platform practices and independent research strategies that could help to fill this gap between individual explanations, population-level patterns of targeted online advertising and the societal issues associated with it. [ABSTRACT FROM AUTHOR]

This paper sheds new light on the question of how to build a tax model for online advertising and digital companies. Policy measures to tax transnational companies, including digital companies, should be based not only on the question of where and how much value is generated, but also on the question of who generates how much value. The legal definition of ‘digital permanent enterprise’ used in the context of online company taxation should be built on the understanding that only human labor creates the economic value of commodities. To counter the dominance of non-profit monopoly platforms on the Internet, the creation of public Internet services is a viable policy option. Introducing an online advertising tax is an ideal financial foundation to support the creation of public service Internet platforms and civil society Internet platforms. [ABSTRACT FROM AUTHOR]

Sequential recommendation frames the recommendation task as a next‐item prediction problem, where the model is trained to predict the next item given a user behavior sequence. While recent research has made significant progress in developing advanced models for this task, there exists a notable gap in the exploration of subsequences and the predictability inherent in user behavior sequences. This oversight can lead models to recall inconsequential sequential patterns, adversely affecting recommendation quality. In this paper, we introduce a novel approach to augmenting sequential recommendation by integrating predictability awareness into subsequence modeling. Our method begins by discerning the predictability of target items; those easily predicted often align with the preceding subsequence, while those that are hard to predict typically indicate transitions to other subsequences. Leveraging this predictability information, we enhance the discovery of meaningful subsequences within individual user behavior sequences. Evaluation of four benchmark data sets using various state‐of‐the‐art sequential models illustrates the efficacy of our approach in enhancing recommendation performance. © 2024 Institute of Electrical Engineers of Japan and Wiley Periodicals LLC. [ABSTRACT FROM AUTHOR]

This commentary reports on gambling advertisements served to Australians on Facebook in 2021-2022 that we discovered through a research project that uses novel data donation infrastructure to improve the observability of platform-based advertising. Preliminary findings show that advertisements for online casinos appear on social media and are served to people tagged as located in Australia despite laws that prohibit both the operation and advertising of these gambling services in Australia, and in apparent contravention of company policies that require gambling advertisers to follow applicable law. We outline the harms of normalizing gambling on digital media and argue that the limited accountability of digital platforms for online advertising can contribute to these harms. We suggest ways in which the law and its enforcement and platform responsibility can be reformed to prevent harmful gambling advertising. [ABSTRACT FROM AUTHOR]

People automatically determine the authenticity of an advertisement, with more authentic ads resulting in more positive advertising evaluations and subsequent behaviors. Building on these past findings, this study sheds light on the exposure of women to images of elite female athletes and athletic-ideal models and subsequent attitudes and behavioral intentions. The study (N = 444) found that elite athletes are seen as more authentic and more influential on health outcomes. Our results suggest opportunities for sports, health, or athletics advertisers (or general advertisers) to capitalize on the potential of elite or professional athlete endorsers in an effort to increase positive health-related behaviors and suggest intent to use products advertised. [ABSTRACT FROM AUTHOR]

Without considering the background to the changed reading behaviour, political demands and decisions regarding the development of reading culture and therefore the development of libraries remain undetermined. This essay attempts to determine the most important influencing factors and control variables in a tour d'horizon. Due to the deep roots of Western democracies in the reading culture, things get very political. But isn't it one of the librarians' tasks to reflect on these dependencies, to draw public attention to them, and adjust the services offered by their institutions? [ABSTRACT FROM AUTHOR]

Fast food businesses are known to be affected by some existential problems. This economic sector faces problems ranging from insufficient capital, lack of efficient manpower, inefficient management, fraud, and inability to analyse and capture market opportunities. Other problems also include marketing problems, research inefficiencies and production problems such as poor standardisation and low-quality products to mention but a few. In a quest to find lasting solutions to these problems, governments in Bayelsa State both at the state and local levels have been embarking on programs geared towards the development of businesses in the state especially the fast food sector which is very popular in the state. Authors have argued that the adoption of emarketing has been found to improve firm performance. E-marketing is gradually gaining prominence as a tool for gaining competitive advantage and this has implications for marketing practice in Nigeria. The primary objective of this paper, therefore, is to review the current situation of e-marketing in Fast food restaurants in Nigeria and will also digress to understand its effect on customer retention, given that there are different levels of development of e-marketing in all countries. In line with the foregoing, the study used a cross-sectional survey design method based on an array of information collected from the population. The study target Sample size for the study was 138 customers drawn from the five selected fast food restaurants in Yenegoa. After an extensive analysis of the data gathered from administering structured questionnaires, the study revealed, among others, that Social media marketing has a significant influence on customer retention among customers of fast foods in Yenegoa, Bayelsa state. From the analysis of the hypothesised variables, the study concluded that there is a positive relationship between the independent variables (social media marketing, email marketing and online advertising) and the dependent variable (customer retention). Thus, on the basis of the findings and conclusion of the study, the researcher recommended, among others, that Fast food restaurants should pay strong attention to social media tools like Facebook, Instagram, WhatsApp etc to reach both potential and current customers to enhance retention. [ABSTRACT FROM AUTHOR]

The impact of online advertising, content marketing, and electronic word-of-mouth (e-WOM) on purchasing decisions in the Shopee Marketplace is investigated in this study. 200 Shopee users from Cirebon City and Regency are participating in the study. The study uses online surveys with random sampling approaches to gather primary data using quantitative descriptive research methods. Next, Structural Equation Modelling Partial Least Squares (SEM PLS) 3.2.9 is used to analyze the data. Eight out of ten hypotheses are supported or accepted, according to the statistical analysis results. The two hypotheses that are not supported are E-WOM> Customer Engagement and Content Marketing> Customer Engagement> Buying Decision. [ABSTRACT FROM AUTHOR]

In 2022, Indonesian influencers have been accused of false advertising in promoting binary option applications through social media platforms such as Instagram and TikTok. Influencers use various promotional methods to promote brands, one of which is uploading content through social media platforms to be marketed to their followers. However, online advertising and consumer protection are subject to various legal issues that influencers must navigate to ensure compliance with relevant laws and regulations. Influencers must ensure that their advertisements are honest and undisputed. Influencers must ensure that the uploaded content is truthful and not misleading, and must be able to support any claims made in their content. Failure to do so may result in legal action from consumer protection commissions or government agencies including law enforcement officials. In this paper, a legal understanding of the process of using influencers can introduce legal requirements for influencers to comply with related regulations, official guidelines, and influencer agreements. Such explicit and/ or implicit provisions to be fulfilled in the influencer agreement for example representations and warranties for the authenticity of the content created by influencers. In this paper, this study will use a systematic method to solve research problems through qualitative method and data collection using a statutory approach, a conceptual approach, interpretation of the data collected, and drawing conclusions about the research data. The data in this paper analyzes legal issues regarding influencer responsibilities in digital marketing and consumer protection laws, oversight from regulatory bodies and law enforcement officials in supervising social media endorsements, and mandatory clauses in influencer agreements. The study highlights that while influencer marketing drives substantial economic activity, it also poses various legal challenges that must be addressed to protect consumer rights and maintain market integrity. Key legal issues shall include the need for clear disclosure of sponsored content and protection against misleading advertisements. [ABSTRACT FROM AUTHOR]

Abstract It is surprising that women are often charged more for products and services marketed explicitly to them. This phenomenon, known as the pink tax, is a major issue that questions women’s buying power. Nevertheless, it is not just limited to physical products – even online advertising can be subject to this type of gender-price discrimination. That is where our research comes in. We have developed a new methodology to measure what we call the digital marketing pink tax – the additional expense of delivering advertisements to female audiences. Analyzing data from Facebook advertising platforms across 187 countries and 40 territories shows this issue is systematic. Particularly, the digital marketing pink tax is prevalent in 79% of audiences across the world and 98% of audiences in highly developed countries. Therefore, advertisers incur a median cost of 30% more to display advertisements to women than men. In contrast, advertisers have to pay less digital marketing pink tax in less-developed countries (5%). Our research indicates that countries in the Middle East and Africa with a low Human Development Index (HDI) do not experience this phenomenon. Our comprehensive investigation of 24 industries reveals that advertisers must pay up to 64% of the digital marketing pink tax to target women in some industries. Our findings also suggest a connection between the digital marketing pink tax and the consumer pink tax – the extra charge placed on products marketed to women. Overall, our research sheds light on an important issue affecting women worldwide. Raising awareness of the digital marketing pink tax and advocating for better regulation.

In the conducted research, the authors describe the features of brand promotion using Internet marketing tools. The key types of online advertising and their differences are given alongside with the data on the Internet advertising market and its specifics. The purpose of the study was to determine the features of brand promotion with the help of online advertising. To achieve it, the following objectives were set: to consider the available types of online advertising; to analyse the cases of 5 Russian companies; to determine the specifics of promoting companies through advertising on the Internet. The research methodology was based on the works on Internet marketing and brand promotion. The authors analysed 5 cases of large Russian companies related to Internet marketing: Aviasales, Yota, Dodo Pizza, Tinkoff Bank, Samokat. In particular, the effective influence marketing of Aviasales and its integration with Yandex were noted alongside with the use of contextual, targeted and unusual advertising by Yota to increase awareness. In addition, the features of managing SMM (social media marketing) by Dodo Pizza, effective advertising campaigns of Tinkoff Bank and commercials based on the research of the target audience of Samokat were highlighted. The following characteristics of brand promotion using online advertising were identified: interactivity, the ability to test advertising creatives, simplicity of calculating results, the need to create bright advertising campaigns in order to increase brand competitiveness.

Social Media has become integral to our daily lives in a hyper-connected world where the digital environment becomes an important part of the consumer's life. With the proliferation of new brands in the market, it has become essential for businesses to adopt effective communication strategies that integrate social media to build and maintain relationships with their customers. New brands face great challenges when it comes to establishing themselves in the market and building relationships with customers. Each brand must adapt to the target audience and communicate effectively with them in order to gain long-term loyalty. Understanding how the consumer connects with a new brand is the key to building an effective long-term communication strategy that will bring results from a marketing and business point of view. The purpose of our research is to understand consumer preferences when it comes to new brands on Social Media. We carried out quantitative research by using the survey method focusing on finding out what really matters to the consumer so that we can come to the aid of new brands thereby they can adapt their integrated communication strategies with Social Media. The research findings indicate that respondents place the utmost importance on the inclusion of genuine narratives and customer feedback from previous product or service users when considering the content that new brands should produce. Furthermore, an analysis of the data reveals discernible preferences based on the age demographics of the participants. The results show that irrespective of age, the presence of brands on social media platforms exerts a substantial influence on consumer loyalty and support.

The study of the national media market is particularly relevant because it is heavily influenced by political, information and production risks. Accumulating significant material, labor and information resources, the media market requires an analysis of the current state, trends and development prospects. The scientific works present the media business theory and its key concepts as well as, a new scientific direction media economics that studies economic laws in relation to the media business. However, there is still no single methodology for assessing the state of the media market, including regional. The markets of individual segments are mainly analyzed, for example, the television industry, online advertising, etc. In 2023 the national media market experienced an upsurge after the crisis of 2022, primarily due to the advertising market; it was influenced by such factors as the development of e-commerce, the emergence of new brands and promotion channels, digitalization, convergence and diversification. In addition to macroeconomic factors, the development of the regional media market is also influenced by regional factors due to the socio-economic development of the region. The analysis of the main socio-economic development trends of the Kemerovo region – Kuzbass uncovered the factors influencing the media market: demographic factor, agglomeration effect (North and South Kuzbass agglomerations), industrial production and its location income of the population. The analysis of the regional media market made it possible to assess organizations working in the field of information and communications, to draw conclusions about the predominant development of the advertising market, including outdoor advertising, and to determine the distribution of radio and the place of the Kuzbass Media Group in the market.

This paper summarizes the arguments and counterarguments within the scientific discussion on the issue of electronic advertising in Saudi Arabia. The main purpose of this research is to explore the impact of internet advertising on companies’ visits to stores through an exploratory study. The systematization of literary sources and approaches for solving electronic advertising problems indicates that new mediating and moderating variables could have an impact on the relation between Internet advertising and visits to stores. In this research, the disposition to visit the point of sale is assimilated as a mediating construct rather than an implication with the product as a moderating variable. The relevance of this scientific problem decision is that this investigation of the consequences of electronic advertising for offline customer comportment in Saudi Arabia is unprecedented research that seeks to address this interesting question. The investigation of the role of online advertising and the impact of mediating and moderating variables on the visit to the store in the paper was carried out in the following logical sequence: the data were collected via an electronic survey. Of the 500 randomly selected Internet users in Saudi Arabia, only 350 responses were valid. This research used a structural equation model and multigroup analysis to examine the direct and indirect influences of variables. This paper presents the results of an empirical analysis that revealed a positive relation between internet advertising and visits to points of sale. The disposition to visit the point of sale mediates the relationship between Internet advertising and concrete visits to the store. The effect of the product moderates the effect of internet advertising on the disposition to visit the point of sale in Saudi Arabia. The research empirically confirms and theoretically proves that Saudi shoppers fine online advertising to be attractive when this advertising must have some actions and concepts flash. Therefore, Saudi directors should follow this form and use an effective mixture of content and animation. The e-shoppers who are involved are persons who have little engagement; for this reason, they are simply concerned about the tools of the publicity communication.

Ad blockers allow users to browse websites without viewing ads. Online news publishers that rely on advertising income tend to perceive users' adoption of ad blockers purely as a threat to revenue. Yet, this perception ignores the possibility that avoiding ads—which users presumably dislike—may affect users' online news consumption behavior in positive ways. Using 3.1 million visits from 79,856 registered users on a news website, this research finds that ad blocker adoption has robust positive effects on the quantity and variety of articles users consume. Specifically, ad blocker adoption increases the number of articles that users read by 21.0%–43.2%, and it increases the number of content categories that users consume by 13.4%–29.1%. These effects are stronger for less-experienced users of the website. The increase in news consumption stems from increases in repeat visits to the news website, rather than in the number of page impressions per visit. These postadoption visits tend to start from direct navigation to the news website, rather than from referral sources. The authors discuss how news publishers could benefit from these findings, including exploring revenue models that consider users' desire to avoid ads. [ABSTRACT FROM AUTHOR]

It is surprising that women are often charged more for products and services marketed explicitly to them. This phenomenon, known as the pink tax, is a major issue that questions women's buying power. Nevertheless, it is not just limited to physical products – even online advertising can be subject to this type of gender-price discrimination. That is where our research comes in. We have developed a new methodology to measure what we call the digital marketing pink tax – the additional expense of delivering advertisements to female audiences. Analyzing data from Facebook advertising platforms across 187 countries and 40 territories shows this issue is systematic. Particularly, the digital marketing pink tax is prevalent in 79% of audiences across the world and 98% of audiences in highly developed countries. Therefore, advertisers incur a median cost of 30% more to display advertisements to women than men. In contrast, advertisers have to pay less digital marketing pink tax in less-developed countries (5%). Our research indicates that countries in the Middle East and Africa with a low Human Development Index (HDI) do not experience this phenomenon. Our comprehensive investigation of 24 industries reveals that advertisers must pay up to 64% of the digital marketing pink tax to target women in some industries. Our findings also suggest a connection between the digital marketing pink tax and the consumer pink tax – the extra charge placed on products marketed to women. Overall, our research sheds light on an important issue affecting women worldwide. Raising awareness of the digital marketing pink tax and advocating for better regulation. [ABSTRACT FROM AUTHOR]

In today’s digital age, digital marketing has become an integral part of our daily lives. The internet, mobile applications, social media and other digital communication tools have become ubiquitous and are used by billions of people worldwide. This study aimed to investigate the factors that affect consumer purchase decisions in digital marketing. A set of self-administered questionnaires has been distributed to 166 respondents in Malaysia. The stimulus-organism-response (SOR) theory was employed in this study. The independent variables included in this study are email marketing, social media marketing, mobile marketing, online advertising, influencer marketing and trust plays as a moderating variable in the study. The findings of this study revealed that five out of eleven hypotheses were supported. Trust significantly showed a mediation effect on the relationship between mobile advertising and online advertising on purchase decisions. These findings contribute to Sustainable Development Goal 9 (Industry, Innovation, and Infrastructure) by providing inputs on digital marketing’s effects, which can relate to the advancements in technology and innovation within the marketing sector. This research offers important insights for individuals, marketers and employers. Digital marketing is a powerful tool that can help businesses reach a larger audience, even with a limited budget. Utilising digital marketing tools like online advertising provides a valuable opportunity to strengthen online visibility, target the right audience, boost exposure and improve business outcomes. [ABSTRACT FROM AUTHOR]

Problem definition: Most of the display advertising inventory is sold through real-time auctions. The participants of these auctions are typically bidders (Google, Criteo, RTB House, and Trade Desk for instance) that participate on behalf of advertisers. In order to estimate the value of each display opportunity, they usually train advanced machine learning algorithms using historical data. In the labeled training set, the inputs are vectors of features representing each display opportunity, and the labels are the generated rewards. In practice, the rewards are given by the advertiser and are tied to whether a particular user converts. Consequently, the rewards are aggregated at the user level and never observed at the display level. A fundamental task that has, to the best of our knowledge, been overlooked is to account for this mismatch and split, or attribute, the rewards at the right granularity level before training a learning algorithm. We call this the label attribution problem. Methodology/results: In this paper, we develop an approach to the label attribution problem, which is both theoretically justified and practical. In particular, we develop a fixed point algorithm that allows for large-scale implementation and showcase our solution using a large-scale publicly available data set from Criteo, a large demand-side platform. We dub our approach the fixed point label attribution algorithm. Managerial implications: There is often a hidden leap of faith when transforming the advertiser's signal into display labeling. Demand Side Platforms providers should be careful when building their machine learning pipeline and carefully solve the label attribution step. [ABSTRACT FROM AUTHOR]

A differential game model has been utilised in this paper to analyse the dynamic strategic problems of online advertising in a two-echelon supply chain. First, the level of spillover effects has been introduced to examine the impact of different types of online advertising. Second, based on the improved Lanchester model, a dynamic investment decision model for online advertising has been developed. The results of the simulation describe the market share, online advertising investment amount and profit changes over time. Finally, by using the Rubinstein bargaining model, a proposal for a distribution mechanism is developed to achieve the coordination of a two-echelon supply chain system under strategic alliances. We find that: (1) The e-retailer's use of position-fixed online advertising is inversely proportional to the spillover effect. (2) When the two e-retailers are in a symmetrical position, the manufacturer is better off by choosing the e-retailer to form the strategic alliance; when in an asymmetric position, a manufacturer is expected to choose to not give e-retailer subsidies to maximise the supply chain profits. (3) The party with a stronger negotiation ability may bear more losses even though it may gain more profits. [ABSTRACT FROM AUTHOR]

The goal of this study was to analyze online marketing representations made by 300 US businesses selling allogeneic perinatal stem cell products. The study was conducted after a period of enforcement discretion by the US Food and Drug Administration (FDA). Data mining and content analysis were used to identify, analyze and categorize marketing claims made on the websites of 300 businesses selling perinatal stem cell interventions. The study identified types of perinatal interventions companies advertised, geographic locations of clinics selling such products, types of companies operating in this space, diseases and injuries such businesses claim to treat, prices companies charge for such interventions, brand names of advertised perinatal cell products and identities of suppliers. A substantial number of US businesses market unapproved perinatal stem cell products for various indications. This widespread commercial activity occurred following the conclusion of a period of enforcement discretion by the FDA and suggests the need for more robust and comprehensive regulatory responses to businesses selling unapproved perinatal stem cell products. [ABSTRACT FROM AUTHOR]

This article reviews advertising tools and analyzes their importance. The advantages of advertising media have been researched and their characteristics have been provided. Attention is also paid to modern advertising campaign tools that companies use to promote their products and services in foreign markets. With an emphasis on the dynamics of globalization and digitalization, the latest trends and innovations in the field of marketing and advertising are analyzed, allowing to effectively reach target audiences in different parts of the world. Particular attention is paid to how companies adapt their advertising strategies to changing consumer requirements and preferences in international markets and, further, how technological innovations affect the choice of tools for advertising campaigns. Various tools are described, including digital media, social media networks, influencer marketing, contextual advertising, SEO optimization, and other digital channels that currently are at the forefront of advertising activity. There is a strong focus on the interactive and personalized aspects of digital marketing, which provide businesses with the opportunity to build deeper and more emotional connections with their customers. Previously unexplored parts of the general problem are highlighted, in particular, the difficulties of measuring the effectiveness of various advertising tools in international markets and the adaptation of marketing strategies to the cultural characteristics of different countries. The aim of the article is to determine the most efficient modern tools of the advertising campaign for the international market and to develop recommendations for companies seeking to expand their presence abroad; outlining the methodological and practical aspects of the process of managing marketing tools at enterprises. The efficiency of each tool was evaluated on the basis of information obtained from scientific sources, using observational and abstract methods, as well as comparative analysis. Different levels of strategies are considered, along with the main tools for each level. The major performance indicators of the marketing campaign are analyzed in order to determine further directions for improving the campaign. When implementing any marketing campaign in the digital space, digital tools create many opportunities and threats for companies that need to be considered in order to minimize possible setbacks at launch. [ABSTRACT FROM AUTHOR]

This paper summarizes the arguments and counterarguments within the scientific discussion on the issue of electronic advertising in Saudi Arabia. The main purpose of this research is to explore the impact of internet advertising on companies' visits to stores through an exploratory study. The systematization of literary sources and approaches for solving electronic advertising problems indicates that new mediating and moderating variables could have an impact on the relation between Internet advertising and visits to stores. In this research, the disposition to visit the point of sale is assimilated as a mediating construct rather than an implication with the product as a moderating variable. The relevance of this scientific problem decision is that this investigation of the consequences of electronic advertising for offline customer comportment in Saudi Arabia is unprecedented research that seeks to address this interesting question. The investigation of the role of online advertising and the impact of mediating and moderating variables on the visit to the store in the paper was carried out in the following logical sequence: the data were collected via an electronic survey. Of the 500 randomly selected Internet users in Saudi Arabia, only 350 responses were valid. This research used a structural equation model and multigroup analysis to examine the direct and indirect influences of variables. This paper presents the results of an empirical analysis that revealed a positive relation between internet advertising and visits to points of sale. The disposition to visit the point of sale mediates the relationship between Internet advertising and concrete visits to the store. The effect of the product moderates the effect of internet advertising on the disposition to visit the point of sale in Saudi Arabia. The research empirically confirms and theoretically proves that Saudi shoppers fine online advertising to be attractive when this advertising must have some actions and concepts flash. Therefore, Saudi directors should follow this form and use an effective mixture of content and animation. The e-shoppers who are involved are persons who have little engagement; for this reason, they are simply concerned about the tools of the publicity communication. [ABSTRACT FROM AUTHOR]

The main objective of this study is to collect and analyze current research within the framework of anti-crisis programs and models in management. The crises that the world has faced since 2019 have radically changed the structure of doing business. Some effects of these changes are still felt even after 4 years. For Ukraine, with the outbreak of a full-scale war, these changes are much more pronounced and require greater efforts to overcome the consequences of the economic decline. One of the options for implementing an anti-crisis program for an enterprise is to use an online marketing strategy, the key factors of which are: company website, e-commerce, search engine marketing, search engine optimization, online advertising, email marketing. In the study, the main advantages of implementing an Internet marketing strategy at the enterprise are outlined, along with the potential disadvantages that may arise.

This research set out to answer the question, "What effect does online advertising on the YouTube platform have on purchase intention of Senka Perfect Whip products?" by surveying visitors according on their skin type. Using internet advertising as an independent variable and purchase intention as a dependent variable, this study aims to draw conclusions. This study employed a quantitative methodology that confirmed the descriptive research technique using a verification strategy. One hundred participants were selected using a non-probability selection approach based on a purposive sampling strategy; the study's baseline population consisted of YouTube users who had seen the skin type variant of the Senka Perfect Whip advertising. Furthermore, this research makes use of the following data analytic techniques: correlation coefficient, coefficient of determination, simple linear regression, and hypothesis testing. According to the findings, internet ads on YouTube have a substantial impact on consumers' intentions to buy Senka Perfect Whip goods. Furthermore, it is said that there is a robust and favorable correlation between internet advertising and the desire to buy, even when considering the group of low impact.

The dynamic of the online environment, consumer behavior and marketing practices that came along with the globalization, have created a complex landscape which underlines the importance of adapting marketing approach to the specific local market. The aim of the research is to find which of the online advertising methods has a bigger impact on the customers` final purchase decision. The study wants to be an observation for analyzing the effectiveness and impact of online advertising tools on Romanian market consumers. In terms of research design, we opted for the quantitative method, and we applied a survey on 200 respondents. The quantitative analysis indicated important differences in the way online advertising channels affect respondents' buying decisions. The study reveals insights into how consumers interact with online messages and campaigns. The paper wants to be a tool for future researchers in the field of Romanian consumers` preferences and behavior.

Purpose – A significant body of literature has emerged over the past two decades on the effects of digital marketing on online and offline sales, giving rise to the pressing need to systematize the existing research and provide clarity on its various streams. Therefore, this systematic review has three main objectives: evaluating existing research, categorizing studies, and examining research methods. Design/Methodology/Approach – This paper presents a systematic review of 89 articles on the effectiveness of online marketing instruments. The review follows the PRISMA methodology and utilizes the Python-based software ASReview. Findings and Implications – The systematic review resulted in a categorization framework that classifies studies exploring the effectiveness of various online marketing instruments. Two major categories – own-channel advertising and cross-channel advertising – along with their subcategories, are outlined. The study also identified common research methods (analysis of sales and advertising data, various experiments) and frequently used statistical techniques (Difference-in-Differences and Vector Autoregressive modeling, Structural Equation Modeling, Regression Analysis). Limitations – Several limitations were encountered during this systematic review, including the inability to extract or access text from 61 articles, as well as potential language and publication bias as only English-language articles were included. Originality – This systematic review is the first comprehensive examination of the impact of online advertising on online and offline sales, contributing significantly to the existing literature. It introduces an innovative framework for categorizing studies, highlights key limitations, identifies research gaps, and offers an extensive overview of statistical methods for future research in this area.

Programmatic advertising rose in the early 2000s, aiming at streamlining the online media buying process. It offered marketers the means to buy millions of advertising impressions instantly and helped publishers increase their revenues. The deployment of automated algorithms for media trading led to a significant decrease in campaign setup and management costs and created a new revenue stream for online publishers. However, by the late 2010s, the emergence of ever more complex algorithms and the opaque practices of the Advertising Technology (AdTech) companies in charge of them have led to complaints that programmatic advertising functions largely as a “black box”. This article inquires into the programmatic media trading process, with a focus on the impact of the algorithms’ increased sophistication on the monetization strategies of online publishers. We analyze the case of Libertatea.ro, a leading Romanian newspaper, in its attempt to offset the decrease of revenue from printed circulation by increasing revenues generated through its online website. The findings show that publishers are forced to apply increasingly complex website monetization strategies. This can, in turn, lead to a loss of control over their advertising inventory and decreased bargaining power when facing AdTech companies, thus threatening the economic models of online publishing.

Recently, a novel concept called the Social Internet of Things (SIoT) has emerged, which combines the Internet of Things (IoT) and social networks. SIoT plays a significant role in various aspects of modern human life, including smart transportation, online healthcare systems, and viral marketing. One critical challenge in SIoT-based advertising is identifying the most effective objects for maximizing advertising impact. This research paper introduces a highly efficient heuristic algorithm named Influence Maximization-Cost Minimization for Advertising in the Social Internet of Things (IMCMoT), inspired by real-world advertising strategies. The IMCMoT algorithm comprises three essential steps: Initial preprocessing, candidate objects selection and final seed set identification. In the initial preprocessing phase, the objects that are not suitable for advertising purposes are eliminated. Reducing the problem space not only minimizes computational overhead but also reduces execution time. Inspired by real-world advertising, we then select influential candidate objects based on their effective sociality rate, which accounts for both the object's sociality rate and relevant selection cost factors. By integrating these factors simultaneously, our algorithm enables organizations to reach a broader audience at a lower cost. Finally, in identifying the final seed set, our algorithm considers the overlapping of neighbors between candidate objects and their neighbors. This approach helps minimize the costs associated with spreading duplicate advertisements. Through experimental evaluations conducted on both real-world and synthetic networks, our algorithm demonstrates superior performance compared to other state-of-the-art algorithms. Specifically, it outperforms existing methods concerning attention to influence spread, achieves a reduction in advertising cost by more than 2–3 times and reduces duplicate advertising. Additionally, the running time of the IMCMoT algorithm is deemed acceptable, further highlighting its practicality and efficiency. [ABSTRACT FROM AUTHOR]

This research activity aims to analyze the influence of age on Tokopedia's brand awareness and the attractiveness of Tokopedia's online advertising to the audience. The research methodology used is a quantitative approach with survey methods. The survey acquisition data is then processed using the SPSS application. The results showed that the age variable did not significantly influence Tokopedia's brand awareness or the attractiveness of Tokopedia's online advertising to the audience. This study concludes that technological developments also have an impact on bringing progress and development in various fields. The Industrial Revolution 4.0, limited mobility due to the pandemic, and the discourse on the application of Society 5.0 have also encouraged the development of the internet and technology and its application to various aspects of life and the work sector. [ABSTRACT FROM AUTHOR]

Many recent sequential recommendation methods have aimed to enhance the modeling of users' diverse interests to provide more accurate and varied recommendations. Despite great success, existing models possess a limitation in their capacity to solely perceive items within a user behavior sequence. Such an approach may potentially constrain their ability to effectively discover users' multiple interests. In this paper, we present a novel approach that addresses this gap by harnessing global item transitions to uncover users' potential interests, subsequently modeling them as local subsequences. To achieve this objective, we represent global item transitions as a directed graph, constructed by amalgamating behavior sequences from the training set. This graph‐based representation allows the design of a specialized module capable of aggregating global item transitional information and uncovering local subsequences specific to individual users. Consequently, downstream sequence models can focus on pertinent item transitions, disregarding unrelated ones. We evaluate the effectiveness of our method on four public data sets, outperforming existing alternatives or delivering competitive results. © 2023 Institute of Electrical Engineer of Japan and Wiley Periodicals LLC. [ABSTRACT FROM AUTHOR]

The hypervideo is a selective, user-to-document, and externalexploratory interactive artefact characterised by a video backbone and clickable areas within that allow access to the desired information. Its use in education has been widely studied but there is hardly any research about advertising applications. We have addressed this gap by carrying out a content analysis on a corpus of 148 hypervideos in order to find out what brands and product types are using this tool, the structures employed, the commercial motives that they might fulfil and the appeals dimensions that are present. Our results indicate that highinvolvement products with positive motives are the most frequent. Although a third of the sample can be labelled as shoppable, the majority satisfy the motive of information-seeking by explaining the product characteristics or uses. Sometimes, this information helps to decide which product fits the user’s necessities, as well as fostering the purchase. They present interactive structures described in literature, such as the vector and the tree, but we also identified others. Soft-sell type appeals, particularly humour and storytelling, are more abundant than hard-sell strategies. All in all, this research adds to a growing body of literature on interactive advertising and provides a starting point for further research on these types of videos. [ABSTRACT FROM AUTHOR]

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Purpose: Online advertising has become a crucial tool for sports teams, marketers, and retailers looking to engage with fans and boost sales of sports-related products. This study examines the effect of online advertising of football players on fans' purchase intention, with the mediating role of players' popularity. Methodology: The research is classified as applied, using a descriptive research method and cross-sectional survey research design. The statistical population of this study includes football fans in Iran. The sampling method in this study was nonprobability convenience sampling (200 fans). A four-part questionnaire was used to collect data. Then partial Least Squares Structural Equation Modeling (PLS 3.0) was used for data analysis. Findings: Paying attention to these indicators is of great importance in implementing the model of the impact of online advertising on the intention to purchase football fans. Therefore, based on the study's findings, the model of the effects of online advertising on the intention to buy football fans is confirmed. Based on the results obtained from the combined reliability, extracted variance, model fit coefficient, and goodness-of-fit index in the path analysis, the model is consistent with suitable empirical and theoretical assumptions and has a good fit. Therefore, the model of the impact of online advertising on the intention to purchase football fans is confirmed. Originality: This research evaluated the mediating role of football players' popularity on fans' purchase intention. [ABSTRACT FROM AUTHOR]

We analyze the ad tech market, investigating an intermediary's choice to disclose information to advertisers in auctions and publishers' outsourcing decisions. Most of the ads displayed by digital publishers are sold via intermediaries, which have large market power and reportedly allocate the ads in an opaque way. We study the incentives of an intermediary to disclose consumer information to advertisers when auctioning ad impressions. In turn, we study how disclosure affects the incentives of publishers to outsource the sale of their ads to an intermediary and relate these incentives to the extent of consumer multihoming, the competitiveness of advertising markets, and the ability of platforms to profile consumers. We show that disclosing information that enables advertisers to optimize the allocation of ads on multihoming consumers is profitable to the intermediary only if advertising markets are sufficiently thick. When markets are thin, retaining information on consumers' type is superior to retaining information on exposure to ads. Even though consumers multihome, the publishers may be worse off by outsourcing to the intermediary, in particular if they operate in thin advertising markets. Finally, we study how the intermediary responds to policies designed to enhance transparency and consumer privacy, and the implications of these policies for the online advertising market. History: Avi Goldfarb served as the senior editor for this article. Supplemental Material: The data files are available at https://doi.org/10.1287/mksc.2023.1435. [ABSTRACT FROM AUTHOR]

Design plays a major role in online advertising. While specific aspects such as color or animation have been extensively studied, there is a surprising lack of comprehensive research on the overall impact of visual design and aesthetics. This study delved into the effects of varying levels of visual complexity in banner ads using the eye-tracking method. Out of 108 participants browsing test webpages with specially designed banners, data from 90 adequately measured data sets were used in the study. Notably, ads with a low level of visual complexity outperformed ads with a high level of visual complexity. While users noticed complex ads slightly faster (by 0.84%), they fixated on them significantly less (by 9.09%) and looked at them less frequently (by 4.79%). An implemented survey questionnaire examining the user perception of the banners reinforced the superiority of simple ads, as they were perceived as 4.40% more appealing in comparison. The study further delved into the correlation between objectively and subjectively evaluated data, exploring the credibility of subjective methods in the process. Considering our results and findings from other studies, it was evident that visually complex ads demanded more cognitive effort, could be more distracting, negatively impacted attention, could contribute to banner blindness and were perceived as less appealing. [ABSTRACT FROM AUTHOR]