How Online Advertising Affects Buyer Behavior

2012 ◽  
pp. 123-139
Keyword(s):  
User Behavior ◽  
Online Advertising ◽  
Customer Behavior ◽  
Buyer Behavior ◽  
Comprehensive Knowledge ◽  
Key Concepts ◽  
Online Advertisement ◽  
Online User Behavior ◽  
The Web

Being informed about customer reactions, especially when they are exposed to online advertising, requires comprehensive knowledge of consumer motives. Reacting and displaying a given behavior is based on the reasons or motives that led a customer to the Web. In this chapter, the authors will discuss online buyer behavior when faced with an online advertisement. In this regard, the terminology, methods, and models will be introduced in detail, and they will identify the key concepts that form customer behavior, and distinguish between tangible and intangible features that affect online user behavior.

A Survey on Improving the Web Search Ranking by User Behavior Information

2010 ◽  
Author(s):  
Mohamed Husain ◽  
Amarjeet Singh ◽  
Manoj Kumar ◽  
Rakesh Ranjan
Keyword(s):  
Web Search ◽  
User Behavior ◽  
The Web ◽  
Web Search Ranking

scholarly journals Big Data Analytics for Search Engine Optimization

2020 ◽  
Vol 4 (2) ◽  
pp. 5 ◽  
Author(s):  
Ioannis C. Drivas ◽  
Damianos P. Sakas ◽  
Georgios A. Giannakopoulos ◽  
Daphne Kyriaki-Manessi
Keyword(s):  
Big Data ◽  
Cultural Heritage ◽  
Search Engine ◽  
Data Analytics ◽  
User Behavior ◽  
Big Data Analytics ◽  
Data Types ◽  
Search Engine Optimization ◽  
The Impact ◽  
The Web

In the Big Data era, search engine optimization deals with the encapsulation of datasets that are related to website performance in terms of architecture, content curation, and user behavior, with the purpose to convert them into actionable insights and improve visibility and findability on the Web. In this respect, big data analytics expands the opportunities for developing new methodological frameworks that are composed of valid, reliable, and consistent analytics that are practically useful to develop well-informed strategies for organic traffic optimization. In this paper, a novel methodology is implemented in order to increase organic search engine visits based on the impact of multiple SEO factors. In order to achieve this purpose, the authors examined 171 cultural heritage websites and their retrieved data analytics about their performance and user experience inside them. Massive amounts of Web-based collections are included and presented by cultural heritage organizations through their websites. Subsequently, users interact with these collections, producing behavioral analytics in a variety of different data types that come from multiple devices, with high velocity, in large volumes. Nevertheless, prior research efforts indicate that these massive cultural collections are difficult to browse while expressing low visibility and findability in the semantic Web era. Against this backdrop, this paper proposes the computational development of a search engine optimization (SEO) strategy that utilizes the generated big cultural data analytics and improves the visibility of cultural heritage websites. One step further, the statistical results of the study are integrated into a predictive model that is composed of two stages. First, a fuzzy cognitive mapping process is generated as an aggregated macro-level descriptive model. Secondly, a micro-level data-driven agent-based model follows up. The purpose of the model is to predict the most effective combinations of factors that achieve enhanced visibility and organic traffic on cultural heritage organizations’ websites. To this end, the study contributes to the knowledge expansion of researchers and practitioners in the big cultural analytics sector with the purpose to implement potential strategies for greater visibility and findability of cultural collections on the Web.

scholarly journals The Effectiveness of Online Advertising on Consumers’ Mind – An Empirical Study

2018 ◽  
Vol 7 (2.11) ◽  
pp. 48
Author(s):  
Md Rashid Farooqi ◽  
Md Faiz Ahmad
Keyword(s):  
Social Science ◽  
Empirical Study ◽  
Positive Impact ◽  
Online Advertising ◽  
Time Frame ◽  
Statistical Techniques ◽  
Online Advertisement ◽  
Structured Questionnaire

This paper helps to investigate the effectiveness of online advertisement on consumers' mind. The data, which has been obtained from the respondents of Hyderabad, showed an impact on the consumers’ perception about the online advertising. A survey was conducted through structured questionnaire to obtain the data from the respondents of University of Hyderabad (UoH) and Maulana Azad National Urdu University (MANUU) situated in Hyderabad. A sample of 200 respondents were gathered with in a time frame of one month and their responses were analyzed with the help of Statistical Package for Social Science (SPSS) by using different statistical techniques in order to know the effectiveness of online advertisement on consumer mind. The outcome shows a positive impact of advertising on consumer’s mind.  

Web Usage Mining Issues in Big Data

2021 ◽  
pp. 102-112
Author(s):  
Sunny Sharma ◽  
Manisha Malhotra
Keyword(s):  
Data Mining ◽  
Big Data ◽  
User Behavior ◽  
Web Usage Mining ◽  
Web Personalization ◽  
Data Mining Techniques ◽  
Meaningful Information ◽  
Web Usage ◽  
Use Of Data ◽  
The Web

Web usage mining is the use of data mining techniques to analyze user behavior in order to better serve the needs of the user. This process of personalization uses a set of techniques and methods for discovering the linking structure of information on the web. The goal of web personalization is to improve the user experience by mining the meaningful information and presented the retrieved information in a way the user intends. The arrival of big data instigated novel issues to the personalization community. This chapter provides an overview of personalization, big data, and identifies challenges related to web personalization with respect to big data. It also presents some approaches and models to fill the gap between big data and web personalization. Further, this research brings additional opportunities to web personalization from the perspective of big data.

Self-Expressiveness as Consumers' Motivation to Share Online Video Advertisements in Jakarta

2017 ◽  
Vol 8 (1) ◽  
pp. 38-50
Author(s):  
Adilla Anggraeni ◽  
Sarah Diandra
Keyword(s):  
Digital Media ◽  
Mineral Water ◽  
Online Advertising ◽  
Product Category ◽  
Marketing Manager ◽  
Promotion Strategy ◽  
Advertising Industry ◽  
Different Types ◽  
Online Advertisement ◽  
Phone Service

This study is a replication study of Self-Enhancement as a Motivation for Sharing Online Advertising by David G. Taylor, David Strutton, and Kenneth Thompson (2012). This study involves two different types of advertisement; one for low involvement product (mineral water) and one of high involvement product (mobile phone service provider). The result of this study shows that product category involvement increases consumer self-expressiveness. The regression output provides indication that there is a direct positive linear relationship between product category involvement and self-expressiveness. The findings of this study would be beneficial for managers in advertising industry especially in online advertising industry. It provides the marketing manager with helpful information to formulate online advertisement that aims to go viral by maximizing the use of digital media. It helps the marketer to better understand the consumer motives behind their decision to share advertisement. This could be useful in designing the appropriate promotion strategy.

Branding on the Internet

2011 ◽  
pp. 57-63
Author(s):  
Mary Lou Roberts ◽  
Eric Schwaab
Keyword(s):  
Online Marketing ◽  
The Internet ◽  
Brand Experience ◽  
Consumer Experience ◽  
Direct Response ◽  
Brand Development ◽  
Key Concepts ◽  
Marketing Activities ◽  
The Web ◽  
The Way

Marketers have regarded the Internet as the consummate direct-response medium. The ability to interact one-on-one with customers and the ability to track their every move allowed precision targeting never before possible. More recently it has become clear that the Internet can also be used in branding efforts. The ability to blend direct-response and branding efforts is the Internet’s greatest benefit and its ultimate challenge to marketers. This article reviews evidence for the branding impact of online marketing activities. It also looks at the key concepts of interactivity and consumer experience online. It then presents a construct we call interactive brand experience and describes the Internet-specific techniques that can be used to orchestrate brand experience on the Web. It concludes by summarizing the implications of using the Internet for brand development and discussing the way in which branding on the Internet is evolving.

They Know What You Will Do Next Click

2020 ◽  
pp. 100-122
Author(s):  
Serra Çelik
Keyword(s):  
Focus Group ◽  
User Behavior ◽  
Web Usage Mining ◽  
Web Log ◽  
Web Usage ◽  
User Behaviors ◽  
Log Files ◽  
The Web

This chapter focuses on predicting web user behaviors. When web users enter a website, every move they make on that website is stored as web log files. Unlike the focus group or questionnaire, the log files reflect real user behavior. It can easily be said that having actual user behavior is a gold value for the organizations. In this chapter, the ways of extracting user patterns (user behavior) from the log files are sought. In this context, the web usage mining process is explained. Some web usage mining techniques are mentioned.

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