scholarly journals We Know What You Want: An Advertising Strategy Recommender System for Online Advertising

2021 ◽  
Author(s):  
Liyi Guo ◽  
Junqi Jin ◽  
Haoqi Zhang ◽  
Zhenzhe Zheng ◽  
Zhiye Yang ◽  
...  
Keyword(s):  
Recommender System ◽  
Online Advertising ◽  
Advertising Strategy

FRIENDVERTISING

2014 ◽  
pp. 190-215
Author(s):  
R. Gulay Ozturk
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Content Analysis ◽  
Media Use ◽  
Online Advertising ◽  
Cultural Background ◽  
Social Media Marketing ◽  
Advertising Strategy ◽  
The Social ◽  
Made In

In today's world, a shift from conventional to digitalized marketing is increasing in the investment made in the commercial sector. This particular study analyses the growing influence of a new online advertising strategy called “FRIENDVERTISING” pertaining to social media marketing. Thereby, this chapter conducts a content analysis to investigate how social networks are interacting with each other and how consumers are oriented to certain brands advertised in a specific way. According to the results, the brands that motivate the youth to share their own advertisements in the social media more frequently receive more positive comments about their advertisements. One should decide on the following crucial criteria while applying friendvertising practices: cultural background of audience, frequency of social media use, referring to other friends in social media (being knowledgeable and reliable about the brand), expectations of users and their previous experiences about the brand, creativity of advertisements, originality and entertaining content of advertisements, genre, as well as difficulties and opportunities of the field.

Online Purchase and Advertising in Latin America

2020 ◽  
pp. 104-137 ◽  
Author(s):  
Mauricio Sabogal Salamanca ◽  
Carlos Hernán Fajardo-Toro ◽  
Juan Carlos Renteria ◽  
Yesica Mayett Moreno ◽  
Laura Berenice Sanchez Baltasar
Keyword(s):  
Latin America ◽  
Comparative Studies ◽  
Online Advertising ◽  
Perceived Usefulness ◽  
Purchase Behavior ◽  
Advertising Effectiveness ◽  
Future Research ◽  
Advertising Strategy ◽  
Online Purchase

Online advertising has become an important part of marketing investment for firms around the globe. With the increasing use of these tools, concerns have arisen around their effectiveness. For that reason, recent research has focused on measuring online advertising effectiveness with different metrics and for different markets and categories, with a focus on the profitability of advertising. However, only a few intend to understand advertisement usefulness for consumers. Particularly, in Latin America, not many studies measure the usefulness or preferences of advertising. This chapter tries to close that gap. Using a survey applied to samples in Mexico and Colombia, authors analyse different online purchase behavior and advertising perceived usefulness and preferences. The results have implications for improving the firm´s online advertising strategy and for future research, which aims to conduct comparative studies in the field of advertising usefulness.

FRIENDVERTISING

2015 ◽  
pp. 2051-2076
Author(s):  
R. Gulay Ozturk
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Content Analysis ◽  
Media Use ◽  
Online Advertising ◽  
Cultural Background ◽  
Social Media Marketing ◽  
Advertising Strategy ◽  
The Social ◽  
Made In

In today's world, a shift from conventional to digitalized marketing is increasing in the investment made in the commercial sector. This particular study analyses the growing influence of a new online advertising strategy called “FRIENDVERTISING” pertaining to social media marketing. Thereby, this chapter conducts a content analysis to investigate how social networks are interacting with each other and how consumers are oriented to certain brands advertised in a specific way. According to the results, the brands that motivate the youth to share their own advertisements in the social media more frequently receive more positive comments about their advertisements. One should decide on the following crucial criteria while applying friendvertising practices: cultural background of audience, frequency of social media use, referring to other friends in social media (being knowledgeable and reliable about the brand), expectations of users and their previous experiences about the brand, creativity of advertisements, originality and entertaining content of advertisements, genre, as well as difficulties and opportunities of the field.

Online Advertising Strategies in Indian and Australian E-Commerce Companies

2021 ◽  
pp. 124-138
Author(s):  
Varinder Singh ◽  
Sanjay Taneja ◽  
Varinderjeet Singh ◽  
Azad Singh ◽  
Harmesh Lal Paul
Keyword(s):  
Online Advertising ◽  
Online Marketing ◽  
Smart Phones ◽  
Advertising Strategy ◽  
Advertising Strategies ◽  
Different Types ◽  
The Future ◽  
Good For ◽  
Promotional Messages

Online advertising and marketing promote the different types of products through various kinds of advertising modes to customers. Online advertising is promotional messages that show up on the monitors of online laptops, desktops, tablets, televisions, and smart phones. The main objective of the study is to analyze the online advertising and impact comparison of online advertising strategy which is adopted by Indian and Australian e-commerce companies. To achieve the objectives of this study, the authors take the sample of 5 Indian and 5 Australian e-commerce companies. This study also found that the Indian and Australian e-commerce companies are inter-connected. Online advertising in India has been flowering and also increasing because of 4G connections, which are good for the future of online marketing. This chapter explains comparisons of Indian and Australian e-commerce companies and also focuses on the top 10 platforms to increase sales and customer attraction through advertising. The future of online advertising is brilliant and unlimited.

Online search-based advertising strategy for e-Business platform with the consideration of consumer search cost

Kybernetes ◽  
2017 ◽  
Vol 46 (2) ◽  
pp. 291-309 ◽  
Author(s):  
Buqing Ma ◽  
Xiaoyan Xu ◽  
Yanhong Sun ◽  
Yiwen Bian
Keyword(s):  
Online Advertising ◽  
Search Time ◽  
Consumer Search ◽  
Search Cost ◽  
Optimal Search ◽  
Content Type ◽  
Time Length ◽  
Advertising Strategy ◽  
Product Demand ◽  
Optimal Advertising

Purpose Consumers are increasingly using search-based advertising in e-Business platforms to seek their desirable products. Platforms will choose a centralized advertising mechanism (CAM) or decentralized advertising mechanism (DAM) to offer a search advertising service to lower consumer search cost, as represented by using search time length. It is important for the platform to decide how to choose advertising mechanisms, and how to determine the optimal advertising price and search time length. To address these issues, this study aims to develop a theoretical approach under each mechanism to examine the platform’s optimal search-based advertising strategy by considering search cost. Design/methodology/approach In this study, two models are developed to examine the optimal search-based advertising strategy by considering consumer search cost (i.e. search time length). By comparing the platform’s profits under two models, the optimal advertising strategy, search time length and price are explored. Findings It is found that when the seller’s reserve benefit is sufficiently large, the platform benefits from choosing the DAM; otherwise, the CAM is a better choice. The advertising service is usually offered with a shorter search time length accompanied by a higher charge, and a longer search time length accompanied by a lower charge. Specifically, when the seller’s reserve benefit is substantially high, a DAM that benefits both the platform and seller is a better choice. This can explain why many platforms offer advertising services with a DAM. Originality/value This paper is the first theoretical study on addressing the search-based advertising strategy, especially the choice of advertising mechanisms, in the online advertising context. It is also the first piece of analytical research that considers the effect of consumer search cost on product demand, and then examines the optimal advertising price and search cost (i.e. search time length) for online platforms.

FRIENDVERTISING

2014 ◽  
pp. 1575-1600
Author(s):  
R. Gulay Ozturk
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Content Analysis ◽  
Media Use ◽  
Online Advertising ◽  
Cultural Background ◽  
Social Media Marketing ◽  
Advertising Strategy ◽  
The Social ◽  
Made In

In today's world, a shift from conventional to digitalized marketing is increasing in the investment made in the commercial sector. This particular study analyses the growing influence of a new online advertising strategy called “FRIENDVERTISING” pertaining to social media marketing. Thereby, this chapter conducts a content analysis to investigate how social networks are interacting with each other and how consumers are oriented to certain brands advertised in a specific way. According to the results, the brands that motivate the youth to share their own advertisements in the social media more frequently receive more positive comments about their advertisements. One should decide on the following crucial criteria while applying friendvertising practices: cultural background of audience, frequency of social media use, referring to other friends in social media (being knowledgeable and reliable about the brand), expectations of users and their previous experiences about the brand, creativity of advertisements, originality and entertaining content of advertisements, genre, as well as difficulties and opportunities of the field.

In-Image Advertising

2011 ◽  
pp. 49-66
Author(s):  
Lusong Li ◽  
Xian-Sheng Hua
Keyword(s):  
Face Detection ◽  
Real World ◽  
Large Scale ◽  
Online Advertising ◽  
Visual Similarity ◽  
Primary Sources ◽  
Advertising Strategy ◽  
Advertising Model ◽  
The Web

The daunting volumes of images on the Web have become one of the primary sources for online advertising. This work presents a contextual in-image advertising strategy driven by images, which automatically associates relevant ads with an image and seamlessly inserts the ads in the nonintrusive areas within each individual image. In in-image advertising platform, the ads are selected based on not only textual relevance but also visual similarity. The ad insertion positions are detected based on image salience, as well as face detection, to minimize intrusiveness to the user. In addition to general in-image advertising, we also provide a special game-like in-image advertising model dedicated to image on the basis of gaming form, called GameSense, which supports creating a game from an online image and associates relevant ads within the game. We evaluate in-image advertising model on a large-scale real-world images, and demonstrate the effectiveness of in-image advertising platform.

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