Elements of online advertising influencing consumer behavior: theoretical insights

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.