The development concept of digital advertising preference
Technology continues to be improved and developed to support organizational performance. In consumer behavior and advertising science, technology is used to support education in advertising. Based on the phenomenon of advertising, this study aims to investigate the concept of digital advertising...
Saved in:
| Main Authors: | , , , , , , |
|---|---|
| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2023
|
| Online Access: | http://eprints.utem.edu.my/id/eprint/28083/1/The%20development%20concept%20of%20digital%20advertising%20preference.pdf http://eprints.utem.edu.my/id/eprint/28083/ https://pubs.aip.org/aip/acp/article-abstract/2680/1/020173/2928567/The-development-concept-of-digital-advertising?redirectedFrom=fulltext |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Universiti Teknikal Malaysia Melaka |
| Language: | English |
| Summary: | Technology continues to be improved and developed to support organizational performance. In
consumer behavior and advertising science, technology is used to support education in advertising.
Based on the phenomenon of advertising, this study aims to investigate the concept of digital
advertising preference. The research was conducted through a literature review from several research
experts and was studied descriptively to find the concept of digital advertising preference. The research
findings show that digital advertising preference can be built through the concept of search engine
advertising, interactive advertising, opt-in advertising, social media networks, and mobile advertising.
Also, it is known that there is a relationship between digital advertising preference and consumer
behavior through brand awareness. |
|---|