Download Free A Comparative Study Of Consumer Attitudes Toward Internet And Tv Advertising Book in PDF and EPUB Free Download. You can read online A Comparative Study Of Consumer Attitudes Toward Internet And Tv Advertising and write the review.

Consumers' search for information on the Internet is predicted to become the most popular activity associated with commerce on the Internet. Recent studies have revealed a growing number of car buyers who research their automotive purchases on the Internet. However, little knowledge about Internet advertising related to online consumer information search has been accumulated in the area of Internet advertising research. To date, we have rarely seen studies, specifically experimental ones, of attitudes toward Internet advertising using attitude function theory, although this is a recently re-highlighted research approach to persuasive communication. Hence, the main purpose of this dissertation study was to advance the understanding of consumers' attitudes toward Internet advertising as persuasive communication by the extension and the application of attitude function theory to the new medium. On the basis of a comprehensive literature review, the analysis of recent research on Internet advertising as persuasive communication identified a knowledge gap in Internet advertising research: Previous studies have virtually ignored the effects of advertising messages in terms of consumers' psychological needs and associated attitudes in order to understand persuasive communication effects on the Internet. Attitude function theorists predict that the effectiveness of persuasive communication messages will be greater when the messages match attitude functions of message recipients than when the messages do not match such attitude functions. Thus, applying attitude function theory to Internet advertising research area, this study tested functional matching hypotheses in relation to a new media context such as the Internet. Following a growing, alternative approach to the study of Internet advertising, this dissertation examined the persuasive communication effects of commercial websites as a format of Internet advertising. A focus group discussion and two pilot studies were conducted as the preliminary research for this dissertation. Two main experiments were performed to test research hypotheses and answer the research question for this study. Attitude function-based websites related to car ix information search were constructed as the stimulus materials for the main experiments. Experiment 1 tested functional matching hypotheses. Experiment 2 replicated Experiment 1 and also manipulated corporate credibility as a special case of source credibility in a form of publicity. Attitude function was measured via the attention-to-social-comparison-information (ATSCI) scale as the revised self-monitoring scale in both experiments. Multivariate analysis of variance (MANOVA) tests were conducted for the statistical analysis of data, mainly because previous traditional and Internet advertising research suggested empirical evidence that attitude toward the site, attitude toward the brand, and behavioral intention to revisit the site as the dependent variables in this study are significantly correlated. The results of the MANOVA test for Experiment 1 did not find empirical evidence suggesting a significant functional matching effect on the combination of three dependent variables. On the other hand, the MANOVA results for Experiment 2 found empirical evidence that there was a significant multivariate main effect of corporate credibility on the combination of three dependent variables even though there were no significant interaction effects among attitude function (as measured by the ATSCI scale), attitude function-based website appeals, and corporate credibility on the combination of the dependent variables. Discussion of results provided theoretical explanations for inconsistent findings from the experiments. Limitations of this study are discussed, and several suggestions for future research are provided.
This book will address the gaps of current studies: (1) Existing study conclusions around eWOM and consumer behaviors are not perfect. At present, many studies emphasize the positive effect of eWOM on consumer behaviors, but there are still many different views around the influencing mechanism; there is, in particular, a lack of study on the influencing mechanisms in different cultures; partly the result of different product types and customer groups. This study uses personal consumer electronics as its subject: specifically, the tablet computer. In this way, the study will enable comparability in the assessment of eWOM in different countries and the potential differences in the customers in the two countries. In addition, this study also discusses the overall trend of WOM communication among customers and compares its impact on both countries. (2) Insufficient research on the impact of Internet multi-media WOM marketing. This study believes that the content of online reviews is not the only standard that influences customers' choices. The manner and methods of information delivery and presentation also shape customers’ opinions. This study explores the means of giving an opinion about a personal electronic product and their diversity and influence on different customers in a diversified information context. (3) Insufficient research on consumer trust. Albeit key to successful marketing, consumer trust has not been sufficiently studied for its role in online marketing. Consumer trust consists of different dimensions. Some recognition at various sub-levels of a product helps establish a consumer’s trust in the product’s online reputation. This study analyzes the relationship between eWOM marketing and consumer trust at each sub-level. It further explores the two dimensions of trust, namely, competence-based trust and integrity-based trust, and their effects on purchase intention and WOM communication.
Linked from the days of their origins, psychology and advertising developed as independent disciplines at almost the same time in the late nineteenth century. Providing an important arena in which psychologists have tested methods and theories, advertising has been a stimulus for research and development in such diverse specialties as learning and behavioral decision theory, psychometrics, perception, and social and mathematical psychology. Psychology, in turn, has contributed a wide assortment of tools, theories, and techniques to the practice of advertising. These contributions have found their place in virtually all areas of advertising practice -- stimulating creativity, evaluating the creative product, and informing the scheduling of media. Purposely eclectic, this volume presents new issues in consumer psychology and advertising such as the relationship between gender differences, cortical organization and advertising; new approaches to old issues such as attention as an epiphenomenon, and meta-analysis of comparative advertising research; and new applications of consumer psychology to other fields such as examining health behavior as consumer behavior, affect and political advertising, and the relationship between advertising and eating disorders. This volume is the result of the Sixth Annual Advertising and Consumer Behavior Conference, which was designed to bring together researchers and practitioners from both psychology and advertising. Chapter contributions are made by professionals in advertising and marketing, professors in psychology and marketing departments, and psychologists who consult for advertising and marketing organizations. Thus, the chapters represent a microcosm of the type of interaction that has characterized the interface of psychology and advertising for more than a hundred years.
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2000 Academy of Marketing Science (AMS) Annual Conference held in Montreal, Canada.
Social media has become an integral part of society as social networking has become a main form of communication and human interaction. To stay relevant, businesses have adopted social media tactics to interact with consumers, conduct business, and remain competitive. Social technologies have reached a vital point in the business world, being essential in strategic decision-making processes, building relationships with consumers, marketing and branding efforts, and other important areas. While social media continues to gain importance in modern society, it is essential to determine how it functions in contemporary business. The Research Anthology on Strategies for Using Social Media as a Service and Tool in Business provides updated information on how businesses are strategically using social media and explores the role of social media in keeping businesses competitive in the global economy. The chapters will discuss how social tools work, what services businesses are utilizing, both the benefits and challenges to how social media is changing the modern business atmosphere, and more. This book is essential for researchers, instructors, social media managers, business managers, students, executives, practitioners, industry professionals, social media analysts, and all audiences interested in how social media is being used in modern businesses as both a service and integral tool.