Please use this identifier to cite or link to this item:https://hdl.handle.net/20.500.12259/36625
Type of publication: Straipsnis recenzuojamoje užsienio tarptautinės konferencijos medžiagoje / Article in peer-reviewed foreign international conference proceedings (P1d)
Field of Science: Vadyba / Management (S003)
Author(s): Grigaliūnaitė, Viktorija;Pilelienė, Lina
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
Internet: http://demsme.cms.opf.slu.cz/images/demsme2017proceedings.pdf
http://demsme.cms.opf.slu.cz/images/demsme2017proceedings.pdf
https://eltalpykla.vdu.lt/handle/1/36625
Affiliation(s): Ekonomikos ir vadybos fakultetas
Marketingo katedra
Vytauto Didžiojo universitetas
Appears in Collections:3. Konferencijų medžiaga / Conference materials
Universiteto mokslo publikacijos / University Research Publications

Files in This Item:
marc.xml6.43 kBXMLView/Open

MARC21 XML metadata

Show full item record

Page view(s)

166
checked on Oct 14, 2019

Download(s)

148
checked on Oct 14, 2019

Google ScholarTM

Check

Altmetric


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.