The increasing availability of individual-level data has raised the standards for measurability and accountability in digital advertising. Using a massive individual-level data set, our paper captures the effectiveness of display advertising across a wide range of consumer behaviors. Two unique...

This study aims to examine 1. The effect of advertising on buying interest, 2. The effect of word of mouth on buying interest, 3. The effect of website quality on buying interest, 4. The effect of risk perception on buying interest, 5. The effect of advertising, word of mouth, website quality,...

The development of the internet and the emergence of the technology brought a new platform in which advertisers can make their goods and services known to a global audience. Most of the companies now realize that the best way to attract customers is to advertise online, and this is because...

This research aims to critically evaluate and examine the relationships between social media advertising value (SMAV), consumer personal factor towards social media advertisements (PF), technology acceptance (TAM), theory of behaviours (TPB), and online purchase intention (OPI) in Bangkok,...