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Type of publication: Article in the peer-reviewed foreign international conference proceedings (P1d);Straipsnis recenzuojamoje užsienio tarptautinės konferencijos medžiagoje (P1d)
Field of Science: Vadyba (S003);Management (S003)
Author(s): Pilelienė, Lina;Grigaliūnaitė, Viktorija
Title: Elements of online advertising influencing consumer behavior: theoretical insights
Is part of: DEMSME 2017: International conference on Decision making for small and medium-sized enterprises, Ostrava, Czech Republic May 4-5, 2017: conference proceedings / editors P. Suchánek, R. Šperka, Š. Čemerková, R. Dolák. Karviná: Silesian University in Opava, School of Business Administration in Karviná, 2017
Extent: p. 65-74
Date: 2017
Keywords: Advertising elements;Consumer behavior;Eye tracking;Online advertising
ISBN: 9788075102430
Abstract: The research systematically reviews the literature, aiming to provide a holistic approach to elements of online advertising that influence consumer behavior. The analysis and synthesis of scientific literature as well as eye tracking experiment are applied for the analysis. As a result, the theoretical model of advertising elements that influence consumer behavior is elaborated. Moreover, as the position of the advertisement is considered as context-related element influencing consumer behavior, most attention-grabbing position of the advertisement in the context of the internet is presented. Consequently, this research makes a major contribution to research on online advertising effectiveness by demonstrating the main elements that influence consumer response and serves as a basis for holistic empirical research of online advertising effectiveness
Affiliation(s): Marketingo katedra
Vytauto Didžiojo universitetas
Ekonomikos ir vadybos fakultetas
Appears in Collections:3. Konferencijų medžiaga / Conference materials
Universiteto mokslo publikacijos / University Research Publications

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