The effect of culture on attitude towards online advertising and online brands: applying Hofstede's cultural factors to internet marketing

2016 ◽  
Vol 10 (4) ◽  
pp. 270 ◽  
Author(s):  
Naser Valaei ◽  
Sajad Rezaei ◽  
Wan Khairuzzaman Wan Ismail ◽  
Yoke Moi Oh
Keyword(s):  
Online Advertising ◽  
Internet Marketing ◽  
Cultural Factors ◽  
Online Brands

Marketing Meets Social Media

2014 ◽  
pp. 1-28
Author(s):  
Anteneh Ayanso ◽  
Kaveepan Lertwachara ◽  
Brian Mokaya
Keyword(s):  
Social Media ◽  
Online Advertising ◽  
Academic Research ◽  
Digital Technologies ◽  
Internet Marketing ◽  
Online Marketing ◽  
Web Technologies ◽  
Media Technologies ◽  
Recent Developments

In Internet marketing, organizations leverage the Internet and related technologies to promote themselves, their products, their services, and their brands. In virtually all sectors, recent advances in Web technologies have dramatically changed the nature and volume of Internet marketing. Competition in online advertising is currently very intense as organizations have shifted their focus from print and other traditional advertising media to emails, search engines, and social media outlets for most of their promotional activities. However, due to the growing convergence of digital technologies, distinguishing one form of online marketing from another is becoming increasingly difficult. The current practice shows that there is a significant overlap of technologies as well as activities in most of the online marketing and advertising outlets. This chapter attempts to provide a classification of the major forms of Internet marketing (or online advertising) available, and discuss the key technological trends, practices, and academic research in each area. In particular, the chapter highlights the changing trends in Internet marketing due to recent developments in Web 2.0 and social media technologies.

scholarly journals Internet Marketing in the Brand Technologies of the Tourism Industry

2019 ◽  
Vol 8 (11) ◽  
pp. 2858-2861
Keyword(s):  
Big Data ◽  
Online Advertising ◽  
Internet Marketing ◽  
Tourism Industry ◽  
The Internet ◽  
Online Behavior ◽  
Media Study ◽  
Use Of Internet ◽  
Modern Technologies ◽  
Future Plans

Due to global digitalisation, Internet marketing has long become an integral part of any effective marketing campaign. According to a Zenith Media study, the growth of the global online advertising market in 2019 is only 10%, which is the lowest increase since 2001. Rest and travel is one of the most popular and discussed topics on social networks. We share new impressions, vivid photos, videos, stories, and 90% of them somehow affect the tourism industry. The global digitalization and widespread use of mobile gadgets has changed the very essence of online behavior. We spend most of our free time on the Internet, we are happy to talk about future plans and remember them after their implementation. Thanks to modern technologies and specialized platforms, advertising campaigns on the Internet are launched in a matter of minutes, receiving instant feedback in the form of comments, applications and even sales. Internet marketing has tremendous mechanisms for targeting, analyzing and processing big data. Therefore, the future of the brand, especially in the field of tourism, depends on the use of Internet marketing by enterprises.

Research on the Digital Marketing Theory Based on Web Technology

2013 ◽  
Vol 380-384 ◽  
pp. 2087-2090 ◽  
Author(s):  
Guang Chen
Keyword(s):  
New Media ◽  
Economic Condition ◽  
Online Advertising ◽  
Profit Maximization ◽  
Internet Marketing ◽  
Digital Marketing ◽  
Contact Network ◽  
Marketing Theory ◽  
Investment Theory ◽  
The Web

The emergence of Web 2.0 concept means that new media development of Internet has entered a new stage. With the continue update of network technology, there are more and more people contact network. With the improvement of economic condition, there are more and more people contact network. The dependence on network is growing. The network hides huge market. Through network research and mathematical statistics, this paper finds that the expected invest of online advertising of U.S. in 2013 is up to 82%. So for the web digital marketing theory there is great significance. This paper establishes the marketing profit maximization model based on profit and Internet marketing investment theory of the web. It also introduces a simple case of marketing advertising through the form of web programming. It also concludes the influence of web network on different consumer groups in the market by case analysis.

scholarly journals EVALUATION OF THE EFFECTIVENESS OF DIGITAL ADVERTISING AND IMPACT ON THE MARKETING ACTIVITIES OF THE ENTERPRISE

2021 ◽  
Author(s):  
Valentyna Khrapkina ◽  
A.O. Ivanova
Keyword(s):  
Online Advertising ◽  
Internet Marketing ◽  
Internet Users ◽  
Paid Search ◽  
Positive Growth ◽  
Modern Business ◽  
Marketing Activities ◽  
Business Conditions ◽  
Positive Growth Rate

The trend of modern business conditions is the digital transformation, which affects all areas and focuses on the use of digital technologies in the activities of enterprises. Advertising is an integral part of this process. Therefore, it is important to understand the role of digital advertising in the effective promotion of enterprises in the market, and learn to properly use marketing tools depending on the type of activity. The article evaluates the effectiveness of digital advertising and its impact on the marketing activities of the enterprise. It is proven that Internet marketing is becoming increasingly popular due to the availability and reach of the audience. During the pandemic, the number of Internet users who prefer Internet advertising has increased significantly. The main tendencies of advertising activity of enterprises are characterized. The results of the analysis indicate that online advertising is actively developing. Its advantage is to get the greatest effect from the potential target audience, and therefore more and more companies use it in their activities. It was found that during the coronavirus pandemic (COVID-19), only two tools managed to maintain a positive growth rate - social networks and paid search. The actual tools of marketing activity are systematized and their advantages are determined. Observing the active development of digital advertising, we note that Facebook and Google have covered almost the entire advertising market and all the costs of businesses that were spent on advertising, usually spent on these two sites. The main criteria that digital advertising must meet have been clarified.

SPECIFICS OF INFLUENCE MARKETING AS A PROMOTION TOOL

2020 ◽  
Author(s):  
Karina Vyacheslavovna Zubova ◽  
◽  
Natalia Aleksandrovna Kryuchkova ◽  
Keyword(s):  
Online Advertising ◽  
Rapid Development ◽  
Internet Marketing ◽  
The Internet ◽  
Russian Market ◽  
Goods And Services ◽  
Article Analyse

The article analyse of the Russian market in the field of promoting goods and services via the Internet. In the context of the rapid development of online advertising, modern ways and channels of promotion were analyzed. Recommendations were made, and the main trends in the development of Internet marketing in Russia were highlighted.

Marketing Meets Social Media

2015 ◽  
pp. 473-500
Author(s):  
Anteneh Ayanso ◽  
Kaveepan Lertwachara ◽  
Brian Mokaya
Keyword(s):  
Social Media ◽  
Online Advertising ◽  
Academic Research ◽  
Digital Technologies ◽  
Internet Marketing ◽  
Online Marketing ◽  
Web Technologies ◽  
Media Technologies ◽  
Recent Developments

In Internet marketing, organizations leverage the Internet and related technologies to promote themselves, their products, their services, and their brands. In virtually all sectors, recent advances in Web technologies have dramatically changed the nature and volume of Internet marketing. Competition in online advertising is currently very intense as organizations have shifted their focus from print and other traditional advertising media to emails, search engines, and social media outlets for most of their promotional activities. However, due to the growing convergence of digital technologies, distinguishing one form of online marketing from another is becoming increasingly difficult. The current practice shows that there is a significant overlap of technologies as well as activities in most of the online marketing and advertising outlets. This chapter attempts to provide a classification of the major forms of Internet marketing (or online advertising) available, and discuss the key technological trends, practices, and academic research in each area. In particular, the chapter highlights the changing trends in Internet marketing due to recent developments in Web 2.0 and social media technologies.

INTERNET MARKETING: “A STUDY OF ITS IMPACT AND EFFECTIVENESS ON CONSUMER”

2014 ◽  
Vol 6 (01) ◽  
Author(s):  
S. K. PANDEY
Keyword(s):  
Online Advertising ◽  
Internet Marketing ◽  
Research Paper ◽  
Purchasing Behavior ◽  
Buying Behavior ◽  
Theoretical Frameworks ◽  
Different Types ◽  
Online Advertisements ◽  
Definition Of ◽  
Consumer Buying Behavior

The purpose of the study was to conduct a thorough analysis of the consumer's behavior in the emerging field: online advertising. This research paper is analyzing different types of online advertising and how it affects consumers purchasing behavior. This work summarizes the definition of advertising while explaining how online advertising has grown up and accessing which method of online advertising is the most effective. The paper explores new grounds as it examines of users response towards online advertising and if this perception affects the brand of the website that hosts the ads. The theoretical frameworks used in this paper are the instant gratification theory along and the means end theory. The method used to obtain the data is through a survey. This research paper analyzes the consumer buying behavior towards online advertising. Along with that, it is also examined which online advertising is the most effective. The research conducted in this paper was seeing if online advertisements effect user's perception towards online advertising with respect to their demography.

scholarly journals The Reserve Price Optimization for Publishers on Real-Time Bidding on-Line Marketplaces with Time-Series Forecasting

2020 ◽  
Vol 12 (1) ◽  
pp. 167-180
Author(s):  
Andrzej Wodecki
Keyword(s):  
Machine Learning ◽  
Online Advertising ◽  
Internet Marketing ◽  
Machine Learning Algorithms ◽  
Decision Making Process ◽  
Reserve Price ◽  
New Approach ◽  
Market Participants ◽  
Price Optimization ◽  
On Line

AbstractToday's Internet marketing ecosystems are very complex, with many competing players, transactions concluded within milliseconds, and hundreds of different parameters to be analyzed in the decision-making process. In addition, both sellers and buyers operate under uncertainty, without full information about auction results, purchasing preferences, and strategies of their competitors or suppliers. As a result, most market participants strive to optimize their trading strategies using advanced machine learning algorithms. In this publication, we propose a new approach to determining reserve-price strategies for publishers, focusing not only on the profits from individual ad impressions, but also on maximum coverage of advertising space. This strategy combines the heuristics developed by experienced RTB consultants with machine learning forecasting algorithms like ARIMA, SARIMA, Exponential Smoothing, and Facebook Prophet. The paper analyses the effectiveness of these algorithms, recommends the best one, and presents its implementation in real environment. As such, its results may form a basis for a competitive advantage for publishers on very demanding online advertising markets.

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