Please use this identifier to cite or link to this item:https://hdl.handle.net/20.500.12259/36625
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dc.contributor.authorGrigaliūnaitė, Viktorija-
dc.contributor.authorPilelienė, Lina-
dc.coverage.spatialCZ-
dc.date.accessioned2018-05-28T08:04:36Z-
dc.date.available2018-05-28T08:04:36Z-
dc.date.issued2017-
dc.identifier.isbn9788075102430-
dc.identifier.otherVDU02-000022000-
dc.identifier.urihttp://demsme.cms.opf.slu.cz/images/demsme2017proceedings.pdf-
dc.identifier.urihttp://demsme.cms.opf.slu.cz/images/demsme2017proceedings.pdf-
dc.identifier.urihttps://eltalpykla.vdu.lt/handle/1/36625-
dc.description.abstractThe 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 effectivenessen
dc.description.sponsorshipEkonomikos ir vadybos fakultetas-
dc.description.sponsorshipMarketingo katedra-
dc.description.sponsorshipVytauto Didžiojo universitetas-
dc.format.extentp. 65-74-
dc.language.isoen-
dc.relation.ispartofDEMSME 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-
dc.rightsSutarties data 2017-12-29, nr. B000335, laisvai prieinamas internetelt_LT
dc.subjectAdvertising elementsen
dc.subjectConsumer behavioren
dc.subjectEye trackingen
dc.subjectOnline advertisingen
dc.subject.otherVadyba (S003)lt
dc.subject.otherManagement (S003)en
dc.titleElements of online advertising influencing consumer behavior: theoretical insightsen
dc.typeStraipsnis recenzuojamoje užsienio tarptautinės konferencijos medžiagoje (P1d)lt
dc.typeArticle in peer-reviewed foreign international conference proceedings (P1d)en
dcterms.bibliographicCitation21-
dc.date.updated2018-05-28T11:46Z-
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local.typeP-
item.fulltextWith Fulltext-
item.grantfulltextopen-
crisitem.author.deptEkonomikos ir vadybos fakultetas-
crisitem.author.deptMarketingo katedra-
Appears in Collections:3. Konferencijų medžiaga / Conference materials
Universiteto mokslo publikacijos / University Research Publications
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