Digital advertising consumer behavior (7 Ergebnisse)

Taschenbuch. Zustand: Neu. Druck auf Anfrage Neuware - Printed after ordering - The objective of this dissertation is to study the impact of location-based advertising on consumers' preferences and their decision making. With the increasing adoption of smartphones, consumers are now able to make better informed decisions based on context-specific information provided by their mobile phones. More precisely, smartphones allow the usage of mobile applications such as location-based services (LBS) that deliver contextual information (e.g., distance information) on consumers' physical surroundings (e.g., stores, shops or restaurants). In addition, LBS also enable companies to target consumers via mobile advertising depending on their devices' location. Three purchase-related aspects that might be affected by the increasing exposure to contextual information related to LBS are: (1) how consumers learn about products or services, (2) how they search for products or services and (3) how they purchase those products and services subsequently. This cumulative dissertation comprises three essays that aim to investigate all of these aspects with regard to location-based advertising.…

Hardcover. Zustand: Brand New. 306 pages. 6.30x0.91x9.49 inches. In Stock.

Zustand: NEW.

Taschenbuch. Zustand: Neu. Electronic Commerce & Digital Markets / Location-Based Advertising: Context and Consumer Behavior | Dissertationsschrift | Dominik Molitor | Taschenbuch | 128 S. | Englisch | 2015 | epubli | EAN 9783737523844 | Verantwortliche Person für die EU: Neopubli GmbH, Sebastian Stude, Köpenicker Str. 154a, 10997 Berlin, produktsicherheit[at]epubli[dot]com | Anbieter: preigu.…

Buch. Zustand: Neu. Druck auf Anfrage Neuware - Printed after ordering - This book aims to examine the practical implications of digital video advertising across a wide range of contemporary video formats. It systematically explores the contributions of advanced advertising technologies including 360-degree video, virtual reality, augmented reality, mixed reality, 3D and 2D video formats, artificial intelligence, blockchain technology, high-definition (HD) video, and Dolby surround sound in enhancing consumer experience and engagement. The book provides actionable insights into visual arrangement strategies and immersive design principles, making it a valuable reference for advertising design agencies, creative professionals, and expert panels involved in digital and 3D video advertising. In addition, it serves as a comprehensive knowledge resource for researchers working in gamification, virtual reality, and augmented reality by presenting the latest research findings in advertising technology. By outlining emerging trends and proposing future research directions, the book offers significant academic value for postgraduate and doctoral students seeking to pursue research in digital video advertising and related advertising technologies. The book is structured into three interrelated parts. The first part establishes the conceptual foundation of social proof and social media driven influences on consumer decision-making. Chapters in this section analyze social media marketing strategies, mechanisms of brand awareness creation, the role of fear of missing out (FOMO), and the dynamics of digital influence shaping consumer behavior. The second part focuses on technological advancements that are redefining digital video advertising practices. It explores immersive and data-driven formats such as virtual reality, augmented reality, short-form video advertising, metaverse-based product demonstrations, and advanced video analytics. The final part examines effective digital video advertising strategies through the lens of consumer cognition, ethics, and engagement. Key themes include gamification, 3D video advertising in sports marketing, digital twins, extended reality (XR) technologies, and ethical concerns associated with artificial intelligence and data analytics.…

Zustand: New.

Hardcover. Zustand: Brand New. 306 pages. 6.30x0.91x9.49 inches. In Stock.