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Consumer attitudes towards Instagram advertisements in Egypt : the role of the perceived advertising value and personalization

Gaber, Hazem Rasheed; Wright, Len Tiu; Kooli, Kaouther - In: Cogent business & management 6 (2019), pp. 1-13

by presenting the factors that can make consumers hold favourable attitudes towards advertising on their Instagram … replaced traditional advertising media. Additionally, this article contributes practically by providing some guidelines for … marketers to follow when advertising on Instagram. …

Persistent link: https://www.econbiz.de/10012114176

Consumption desire among children (from 7 to 11) : role of the exposure to social media advertisements and product familiarity

Methlouthi, Kawther; Nefzi, Ayoub - In: Cogent business & management 10 (2023) 3, pp. 1-16

This paper aims to investigate the origins and outcomes of consumer desires in children, with a specific focus on the role of individual attributes (such as age, gender, and susceptibility to peer influence), desire traits (including content and intensity), exposure to social media ads, and...

Persistent link: https://www.econbiz.de/10014506335

Exploring the opinions of the YouTube visitors towards advertisements and its influence on purchase intention among viewers

Sebastian, Ann Tresa; Lal, Bhagya; Anupama, J.; … - In: Cogent business & management 8 (2021) 1, pp. 1-24

Online retailing as a mode of transaction has been dominating the market through web-based advertisements since the beginning of the 21st century, replacing the role of mass media. India, being a populous country, has witnessed a rapid increase in online customers in recent years. Nonetheless,...

Persistent link: https://www.econbiz.de/10012665937

Social media advertisements and their influence on consumer purchase intention

Sriram, K. V.; Namitha, K. P.; Kamath, Giridhar B. - In: Cogent business & management 8 (2021) 1, pp. 1-18

Rapid rise in social media users has spawned a new form of advertising for businesses called social media advertising …-grabbing details, emotional appeal, and celebrity endorsement all had an effect on how social media advertising was evaluated. The …

Persistent link: https://www.econbiz.de/10012669053

Understanding online purchase intention : the mediating role of attitude towards advertising

Hai Ho Nguyen; Bang Nguyen Viet; Nguyen Yen Thi Hoang; … - In: Cogent business & management 9 (2022) 1, pp. 1-23

Recognizing the growth of Facebook and advertising on this platform in an emerging market, we conducted a study on the … impact of Facebook advertising characteristics on the market's purchase intention. This study attempts to identify and test … mediating role of attitude towards advertising. In addition, for factors that have been shown in previous studies to have a …

Persistent link: https://www.econbiz.de/10014431943

Does digital influencer endorsement contribute to building consumers' attitude toward digital advertising during COVID-19 pandemic? : mediating role of brand attitude

Panggati, Ignatius Enda; Sasmoko; Simatupang, Boto; Sri … - In: Cogent business & management 10 (2023) 2, pp. 1-16

activities. One of the popular advertising media among digital natives during the COVID-19 pandemic is digital influencers …. Brands and marketers should use digital advertising and digital influencer in their digital advertising strategy to adapt to … consumer behaviour changes during the COVID-19 pandemic. This study fills the gap in the advertising literature by proposing …

Persistent link: https://www.econbiz.de/10014504754

Effect of mid-roll video advertising value and perceived intrusiveness on Facebook viewers' response : the mediating roles of attitude and word-of-mouth intention

Jakkrit Thavorn; Puripat Trichob; Worasak Klongthong; … - In: Cogent business & management 9 (2022) 1, pp. 1-22

Advertising plays an essential role for creating brand awareness that leads to consumer behavior toward services and … products. The objective of this research is to investigate the role of mid-roll video advertising regarding its perceived … intrusiveness and value on viewers' response to those ads. Data from 200 users who have experienced mid-roll video advertising were …

Persistent link: https://www.econbiz.de/10014429098

Exploring YouTube marketing communication : brand awareness, brand image and purchase intention in the millennial generation

Febriyantoro, Mohamad Trio - In: Cogent business & management 7 (2020) 1, pp. 1-17

) with the SmartPLS. YouTube Advertising influences brand awareness and brand image, whereas brand awareness and brand image …

Persistent link: https://www.econbiz.de/10012621943

"Give me happiness" or "Take away my pain" : explaining consumer responses to prescription drug advertising

Sumpradit, Nithima; Bagozzi, Richard P.; Ascione, Frank J. - In: Cogent business & management 2 (2015), pp. 1-27

We examine how consumers react to direct-to-consumer advertising (DTCA) by investigating the role of goal compatibility …

Persistent link: https://www.econbiz.de/10012036751

Effect of television adverts on children's purchase behaviour : evidence from Ghana

Bamfo, Bylon Abeeku; Kraa, Jerry Jay; Asabere, Perdita; … - In: Cogent business & management 6 (2019), pp. 1-13

The study assessed the effect of television advertising on children’s purchasing behaviour in Ghana. The population …

Persistent link: https://www.econbiz.de/10012114165

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