Development of a design framework for the promotion of African Arts and Crafts on an E-Commerce platform

This paper enunciates the impact of e-commerce in redefining contemporary buying and selling globally. The paper articulates the importance of high internet penetration to consumers embrace of e-commerce in enhancing the growth of Africa emerging markets. The potentials of e-commerce provide an enabling opportunity for the promotion and sale of African arts and crafts within Africa and globally. Apparently, the originality and richness of African arts and crafts resonates functionality and desirability of the works. Therefore, this paper developed a framework for the development and implementation of an e-commerce platform specifically built for the promotion of African arts and crafts. The developed framework is anchored on three dimensions namely web design graphics, user experience and web advertisements. Components of web design graphics include visual weight, colour psychology, page layout and photography. User Experience is categorized into graphic user interface, navigation, ergonomics, design and implementation, web development languages, e-commerce enterprise framework and search engine optimization. The web advertisement components are content marketing, social media, public relation and social marketing. Keyword: E-commerce Visual Weight Colour Psychology Page Layout User Experience

Investigating the impact of coercive exposure on web-advertisement performance: Focusing on the mediating role of advertisement fit

These days, advertisers make every effort to attract users through coercive exposure, so as to achieve web-advertisement performance. However, the validity of crediting actual performances through forced exposure is a moot point, because accompanied unwanted digressive advertisements and unintended mouse clicks imposed on the user, are nuisance factors that can culminate in a negative way. Hence, this study investigates advertisement performance in an elaborate way by focusing on varying effects of coercive exposures. Moreover, when considering advertisement performance, it is appropriate to examine advertisement fit, that is, whether the advertising contents match with services provided by the host website. The results showed that, when subjectively forced to frequent unsolicited advertisement, a user’s negative attitude to the respective advertisement greatly impacts on advertisement performance. Furthermore, if the level of advertisement fit is low, negative attitude is strengthened. This study provides guidelines on more appropriate ways for performing web advertisement, to achieve a genuine performance of advertisement and provide practical web-advertisement strategies for advertisers.

Determinants of Attitudes Towards Web Advertising: An Evidence from Malaysia

<p><em>The purpose of this study is to examine the factors which influence of the consumer’s Attitudes Towards Web Advertisement (ATWA). Drawing conceptual framework from Elaboration Likelihood Model (ELM), the influence of the six independent variables have been analyzed in this study, including informativeness, entertainment, credibility, economic value, interactivity, and materialism. The data has been obtained from 384 Honda users by using online questionnaires. Results of multiple regression analysis have revealed that all six factors influenced the attitude towards Honda web advertising. However, it has been revealed that the informativeness is a most important predictor of the ATWA. This study has shown that Elaboration Likelihood Model is interrelated with the determinants of consumer's attitudes towards Honda web advertisement and offered managerial implication.</em></p>

Adblock Usage in Web Advertisement

Web users are increasingly turning to ad blockers to avoid ads, which are often perceived as annoying or an invasion of privacy. While there has been significant research into the factors driving ad blocker adoption and the detrimental effect to ad publishers on the Web, the resulting effects of ad blocker usage on Web users’ browsing experience is not well understood. To approach this problem, we conduct a retrospective natural field experiment using Firefox browser usage data, with the goal of estimating the effect of ad blocking on user engagement with the Web. We focus on new users who installed an ad blocker after a baseline observation period, to avoid comparing different populations. Their subsequent browser activity is compared against that of a control group, whose members do not use ad blockers, over a corresponding observation period, controlling for prior baseline usage. In order to estimate causal effects, we employ propensity score matching on a number of other features recorded during the baseline period. In the group that installed an ad blocker, we find significant increases in both active time spent in the browser (+28% over control) and the number of pages viewed (+15% over control), while seeing no change in the number of searches. Additionally, by reapplying the same methodology to other popular Firefox browser extensions, we show that these effects are specific to ad blockers. We conclude that ad blocking has a positive impact on user engagement with the Web, suggesting that any costs of using ad blockers to users’ browsing experience are largely drowned out by the utility that they offer.

The Consumer’s Attitudes Towards Web Advertising on Tourism Malaysia Web Advertisement: Literature Review and Hypothesis

Advertising has grown exponentially over the last 10 years. In general, advertising can be defined as the activity of a profession of producing information for promoting the sale of commercial products or services in so many ways, including the World Wide Web. For instance, advertising via the web has received much attention from people all over the world. Web advertising, in particular, has big implications to the global businesses because of wide accessibility strategies throughtout the world. Therefore, this study is carried out to identify the antecedents that influenced consumer’s attitudes towards Tourism in Malaysia web advertising that is widely available. Based on a review of the existing literature in a range of fields, this study proposes a conceptual model of the positive relationships between customer’s atitude with informativeness, entertainment, credibility, economic value, interactivity and materialism. The proposed conceptual model is developed based on the Elaboration Likehood (ELM). Tourism Malaysia strongly rides on its slogan ‘Malaysia Truly Asia” that signifies the ever-changing and growing needs for the future. Furthermore, Tourism Malaysia web advertising also can affect the consumer’s decision-making process and behavior. The researcher expects this research to make several theoretical, managerial and policy contributions. For instance, the tourism promotional board which wants to change the customer’s attitude needs to take into consideration the influence factors such as informativeness, entertainment, credibility, economic value, interactivity and materialism for the web adverstisement.

Web advertisement effectiveness evaluation: Attention and memory

Tourist marketers rely heavily on using visual stimuli in their advertising to attract attention and improve awareness and interest of their experience. This study used eye-tracking and self-reported recall methods to investigate online tourism advertisement effectiveness based on the hierarchy of effects model. A within-subjects experimental design ( n = 30) was used to examine mock advertisements (stimuli) containing various combinations of image, text and product price. Results show that the advertisement containing both image and price was least effective, while the stimuli with text and price were most effective in capturing the respondent’s attention. Advertising consisting of image, text and price generated the best recall. There were significant differences in results based on gender, task and experience.