scholarly journals What Happens Online Stays Online? Segment-Specific Online and Offline Effects of Banner Advertisements

2017 ◽  
Vol 54 (6) ◽  
pp. 901-913 ◽  
Author(s):  
Lara Lobschat ◽  
Ernst C. Osinga ◽  
Werner J. Reinartz
Keyword(s):  
Online Advertising ◽  
New Products ◽  
Brand Building ◽  
Tv Advertising ◽  
Focal Firm ◽  
Banner Advertisements ◽  
Online Consumers ◽  
The Impact

Many firms are allocating increasing parts of their advertising budgets to banner advertising. Yet, for firms that predominantly sell offline, existing research provides little guidance on online advertising decisions. In this study, the authors analyze the impact of banner advertising on consumers’ online and offline behavior across multiple distinct campaigns for one focal firm, which predominantly sells through the offline channel. Results suggest that banner and TV advertising increase website visit incidence for consumers who have not visited the focal firm's website in the previous four weeks (nonrecent online consumers). For these consumers, banner and TV advertisements indirectly increase offline sales through website visits. For consumers who have visited the firm's website in the previous four weeks (recent online consumers), the authors find evidence for a cross-campaign, brand-building effect of banner advertising, and TV ads also directly affect offline purchases. Overall, the findings indicate that for firms that predominantly (or even exclusively) sell offline, banner advertising is most suitable to generate awareness for a firm's new products among nonrecent online consumers, and to build their brand(s) among recent online consumers.

Impact of web banner advertising frequency on attitude

2018 ◽  
Vol 30 (2) ◽  
pp. 380-399 ◽  
Author(s):  
Rahim Hussain ◽  
Ahmed Shahriar Ferdous ◽  
Gillian Sullivan Mort
Keyword(s):  
Online Advertising ◽  
Repetition Effect ◽  
Brand Attitude ◽  
Moderating Effect ◽  
Future Research ◽  
Content Type ◽  
Banner Advertisements ◽  
Banner Advertisement ◽  
High Level ◽  
The Impact

Purpose The purpose of this paper is to examine whether advertising type (static or dynamic) and appeal (emotional or rational) moderate the relationship between web banner advertising frequency and consumer attitudinal response. Design/methodology/approach A laboratory experiment involving 400 participants was conducted to test for the moderating effect. Factorial ANOVA is used to measure brand attitude. Findings The results identified that the web banner advertisement type acted as a moderator between frequency and brand attitude. However, the moderating effect of banner advertisement appeal was found to be insignificant at a single banner advertisement frequency (i.e. exposure) but significantly different at a higher frequency. The study findings provide better directives for online marketers. Practical implications The major limitation is the fact that the impact of banner advertisement frequency was manipulated from one to five exposures. Future research needs to determine what happens after the fifth exposure, perhaps ten exposures or more, to determine the wear-out effect and in turn, to decide on the optimal frequency level in an effort to design more appropriate web communication strategies. Social implications The result shows that pop-up banner advertisements are intrusive, and that high level of exposures to pop-up banner advertisement could annoy online users. Thus, online advertisers should avoid repeating the pop-up banner advertisements because this could adversely affect the attitude towards the online advertising in general, and could also negatively influence attitudes towards the brand and ultimately effect online purchase. Originality/value This study contributes to the theory by providing more insights into the repetition effect, and comprehensive conclusions can be drawn based on the manipulation of banner advertisement frequency on different frequency levels. The research identifies that if the communication objective is to generate brand attitude, different strategies can be adopted depending on the banner advertisement type (pop-up vs static) and banner advertisement appeal (emotional vs rational).

scholarly journals Research on Enterprise Digital Innovation, Consumer Digital Technology Readiness and Purchase Intention

2021 ◽  
Vol 275 ◽  
pp. 03080
Author(s):  
Xuge Song
Keyword(s):  
Digital Technology ◽  
Purchase Intention ◽  
Production Efficiency ◽  
New Products ◽  
Digital Age ◽  
Technological Readiness ◽  
Brand Building ◽  
Willingness To Buy ◽  
The Impact ◽  
Technical Readiness

With the development of digital technology, we have entered the digital age. Under the background of digital age, brands have to follow the trend of digitization. How to build and develop brands has become an important research. Most scholars research on brand building and development from the perspective of enterprises, while this research explores the impact of consumer technological readiness on purchase intentions in the digital context from the perspective of consumers. According to the findings of this study, consumers with high technological readiness hold an optimistic and innovative attitude towards digital technology, so they are willing to accept and try new products or services produced by the brand’s application of digital technology, and increase their willingness to buy brands; for consumers with low technical readiness, they have doubts and distrust of digital technology and have low driving belief, and their purchase intention is reduced for new products produced by brand application of digital technology. Digital technology has a favorable impact on the economic growth of enterprises. The application of digital technology greatly improves the production efficiency of enterprises and saves energy consumption for enterprises. Therefore, the growth of digital economy also brings benefits to energy-saving economy.

THE IMPACT OF TV ADVERTISING ON VIRAL: ANALYSIS USING REAL-TIME AD RATINGS

2019 ◽  
Vol 2019 ◽  
pp. 790-791
Author(s):  
Cunhyeong Ci ◽  
◽  
Hyo-Gyoo Kim ◽  
Seungbae Park ◽  
Heebok Lee
Keyword(s):  
Real Time ◽  
Tv Advertising ◽  
The Impact

The Microeconomics of Product Innovation

2018 ◽  
Author(s):  
Paul Stoneman ◽  
Eleonora Bartoloni ◽  
Maurizio Baussola
Keyword(s):  
Product Innovation ◽  
New Products ◽  
Goods And Services ◽  
Product Innovations ◽  
Microeconomic Analysis ◽  
Prime Objective ◽  
Price Measurement ◽  
The Impact

The prime objective of this book is the use microeconomic analysis to guide and provide insight into the generation and adoption of new products. Taking an approach that uses minimal formal mathematics, the volume initially addresses questions of definitions, sources, and extent of product innovation, differentiating between goods and services; hard and soft innovations; horizontal and vertical innovations; original, new to market, and new to firm innovations. The sources of product innovations (e.g. R&D, design, and creativity) are explored empirically, and the extent of such innovations is then pursued using survey and other data. Three chapters are devoted to the theoretical analysis of the demand for and supply of new products and to the determination of firms’ decisions to undertake product innovation. Later chapters encompass empirical evidence on the determination of the extent of product innovation, the diffusion of such innovation, the impact of product innovation on firm performance, price measurement, and welfare, while the final chapter addresses policy issues.

The impact of culture in TV advertising behaviour: an exploratory study in Southeast Asia

2008 ◽  
Vol 1 (4) ◽  
pp. 422
Author(s):  
Demetris Vrontis ◽  
Andriani Susanti ◽  
Ioanna Papasolomou
Keyword(s):  
Southeast Asia ◽  
Exploratory Study ◽  
Tv Advertising ◽  
The Impact

The impact of online review variance of new products on consumer adoption intentions

2021 ◽  
Vol 136 ◽  
pp. 209-218
Author(s):  
Yuanyuan Wu ◽  
Tianjiao Liu ◽  
Lefa Teng ◽  
Hui Zhang ◽  
Chenxin Xie
Keyword(s):  
New Products ◽  
Online Review ◽  
Consumer Adoption ◽  
The Impact

Modeling the implicit brand: capturing the hidden drivers

2017 ◽  
Vol 26 (6) ◽  
pp. 600-615 ◽  
Author(s):  
Marco Vriens ◽  
Alessandro Martins Alves
Keyword(s):  
Durable Goods ◽  
Implicit Attitudes ◽  
Response Style ◽  
Brand Attitudes ◽  
Content Type ◽  
Explicit Attitudes ◽  
Brand Building ◽  
Implicit Data ◽  
The Impact ◽  
Practical Implications

Purpose This paper aims to investigate modeling implicit attitudes as potential drivers of overall brand attitudes and stated behavior and investigate how the results are expected to be different from brand driver models that are based on explicit attitudes. Design/methodology/approach Data are collected via online surveys in five countries across 15 categories with sample sizes for each category/country combination in the range of about N = 1,000. Findings Implicit attitudes result in a higher number of significant effects than their explicit counterparts when used to explain behavioral intentions, brand closeness and brand usage in a multivariate situation with potential 12 brand attitude drivers. The authors also find fewer counter-intuitive effects in the implicit models. The results are consistent across 5 countries and across 15 categories (including CPG products, services and durable goods). They also show that implicit attitudes are less susceptible to response style effects (e.g. social desirability bias). Research limitations/implications The findings have implications for brand building and shopper activation. Further research should look into the impact of using implicit data on finding different brand segmentation and brand mapping results. Practical implications The findings have implications for brand building and shopper activation. Originality/value This paper contributes to the fast-growing field of implicit attitudes. The paper confirms and generalizes previous findings. This is the first paper to the authors’ knowledge that has investigated the impact of implicit attitudes on overall brand attitudes and stated behavior in a multivariate context.

Interaction of Russian business with science: Points of contact and stumbling blocks

2021 ◽  
pp. 103-138
Author(s):  
Yu. V. Simachev ◽  
M. G. Kuzyk
Keyword(s):  
New Products ◽  
The State ◽  
High Tech ◽  
Institutional Interaction ◽  
Russian Science ◽  
Academic Organizations ◽  
The Past ◽  
Domestic Science ◽  
Research Organizations ◽  
The Impact

The paper assesses the influence of science–business cooperation on the activity of firms, analyzes the factors of interaction of Russian companies with academic organizations and universities in the research sphere, identifies barriers to the development of cooperation between business and science. It has been established that companies whose source of innovation was external R&D were more likely to grow over the past 5 years and to create new products. However, a significant effect of the impact of cooperation with domestic research organizations was found only for the dynamics of exports. It is shown that cooperation with domestic science is more typical for high-tech industries and large Russian businesses. The factor inducing firms to outsource research is a significant level of competition. The high cost of external research services and their insufficient quality hinder the development of scientific and production cooperation. One can point to such a barrier as low interest of research organizations in the volume of orders that firms can offer. This is caused by weak institutional change in the Russian science, preservation of its orientation at the state and major players, which significantly limits the opportunities for institutional interaction of small innovative firms with science. It has been shown that the state quite effectively “pushes” companies to interact with research organizations and universities, but the results of such interaction are often unsatisfactory for firms.

scholarly journals Understanding Social Media Marketing activities in Western Balkans

2021 ◽  
Vol 72 (6) ◽  
pp. 869-893
Author(s):  
Visar Rrustemi ◽  
Gezim Jusufi
Keyword(s):  
Social Media ◽  
Empirical Research ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Probit Regression ◽  
Western Balkans ◽  
Online Consumers ◽  
Marketing Activities ◽  
Business Policies ◽  
The Impact

Digital marketing activities through social media are being developed extensively by firms in the Western Balkans region, therefore the purpose of this paper is to investigate the impact of social media marketing activities on increasing sales of SMEs in the Western Balkans, with special emphasis on those of Kosovo. Using a sample of 100 manufacturing SMEs, we have researched the impact of digital marketing activities which are carried out through social media, on increasing the sales or turnover of these SMEs. The achieved results were analyzed through probit regression. The results show that facebook is mostly used for business activities in these SMEs. Also, the analyzed SMEs give a lot of importance to the opinions and comments of consumers expressed on social media. They design their business policies based on the comments and opinions received from online consumers. This empirical research provides data on the implementation of social media marketing activities by SMEs in the Western Balkans region.

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