THE IMPACT OF ONLINE ADVERTISING ON CONSUMER PURCHASE DECISION IN E-COMMERCE
THE IMPACT OF ONLINE ADVERTISING ON CONSUMER PURCHASE DECISION IN E-COMMERCE
Author(s): Jaroslava Gburová, Richard FedorkoSubject(s): Social Sciences, Economy, Media studies, Communication studies, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Consumer; E-commerce; Internet; Online Advertising; Purchase Decision;
Summary/Abstract: Online advertising is a tool of marketing communication that is constantly evolving and development is constantly changing in approaches and forms that affect today’s consumers. Nowadays, attention has turned to the consumer and his individuality. In online advertising, the focus is on speed, flexibility, creativity and differentiation from the competition. Online advertising is an integral part of e-commerce in Slovakia and the world. Online advertising is intended to serve consumers and is supported by consumers in a sense. The aim of the paper is to elaborate theoretical concepts in the field of online advertising and e-commerce, as well as to analyze the impact of online advertising on consumer buying behavior in e-commerce.
Journal: Marketing Identity
- Issue Year: 7/2019
- Issue No: 1
- Page Range: 518-527
- Page Count: 10
- Language: English