The Internet provides marketers with an expanded set of communications vehicles for reaching customers. Two of the most important and fast-growing elements of this new communications mix are online advertising and electronic word-of-mouth. While these vehicles provide new opportunities, they are also challenging marketers to understand how consumers respond and to develop new metrics for assess...

Advertising plays an essential role for creating brand awareness that leads to consumer behavior toward services and products. The objective of this research is investigate the mid-roll video advertising regarding its perceived intrusiveness value on viewers’ response those ads. Data from 200 users who have experienced were analyzed in a two-step method via structural equation modeling (SEM) co...

This study is in the context of digital marketing. It aims to several marketing strategies KFC: advertising marketing, brand word-of-mouth price strategy, and localization strategy. The found that through multi-channel KFC consolidated its foundation attract consumers a variety parallel. Analyze customer preferences dining, multi-platform operations, Clear target groups, improve service equipme...

This Research aimed to analyze Consumer behavior of Janji Jiwa coffee which focuses on the buying decision process from consumers, includes influence Instagram promotion and word mouth decisions, mediated by purchase intention brand awareness Kopi in East Jakarta. survey was conducted through Questionnaire 100 customers who have bought at least 4 times outlets AEON mall Jakarta Garden City Tran...

In this research, we investigate how television advertising drives online word-of-mouth (WOM). We first explore if television advertising (1) affects online WOM about the brand advertised and (2) associates with changes in online WOM about the program in which the advertisement airs. We further examine if the media context in which the advertisement appears – the television program – impacts th...

A key aspect of word of mouth marketing are emotions. Emotions in texts help propagating messages in conventional advertising. In word of mouth scenarios, emotions help to engage consumers and incite to propagate the message further. While the function of emotions in offline marketing in general and word of mouth marketing in particular is rather well understood, online marketing can only offer...

To help tobacco control research better include vulnerable populations, we sought to identify effective ways to recruit diverse smokers. In 2014-2015, we recruited 2149 adult cigarette smokers in California and North Carolina, United States, to participate in a randomized trial of pictorial cigarette pack warnings. The most effective means of recruiting smokers were the classified advertising w...

Social media is an indispensable platform of communication that primarily used by people all ages and backgrounds. It has been proven as a tool for acquiring information, building relationships, showcasing resources. The social spans from network connects to interactive engaging includes information assist purchasing decisions provides lucrative benefits businesses. With the help this tool, hea...