“…Advertising support increases the success probability of the products after their introduction to the market both offline and online, and therefore increases the company market value, e.g. Srinivasan et al (2009), Park et al (2019), Ma & Du (2018), Kireyev et al (2016. Customer reviews have a strong influence on prospective customers, even more so on e-commerce sites than on social media sites Babić Rosario et al ( 2020), Feng & Papatla (2012).…”
“…Advertising support increases the success probability of the products after their introduction to the market both offline and online, and therefore increases the company market value, e.g. Srinivasan et al (2009), Park et al (2019), Ma & Du (2018), Kireyev et al (2016. Customer reviews have a strong influence on prospective customers, even more so on e-commerce sites than on social media sites Babić Rosario et al ( 2020), Feng & Papatla (2012).…”
“…By 2016, “digital advertising had supplanted television as the medium with the largest share of US total advertising receipts earned by media suppliers” (Silk & Berndt, 2020, p. 1) and remains the fastest‐growing category (Ma & Du, 2018). Silk and Berndt (2020, p. 2) offer a cogent description of the resulting disruption:The U.S. advertising industry is in the throes of change as it seeks to adapt to the far‐reaching, but still unfolding effects of the digital disruption that has already transformed not only the media habits…and purchasing behavior of consumers…but also the distribution and advertising strategies firms pursue and how those activities are organized and managed.On the one hand, given that 74% of Americans remain very concerned about the spread of misinformation on the internet (Gallup Organization, 2020) and the internet is now the single largest source of advertising, one might expect consumer skepticism of advertising to have become more pronounced since 1990.…”
Section: Questions Worth Exploringmentioning
confidence: 99%
“…By 2016, "digital advertising had supplanted television as the medium with the largest share of US total advertising receipts earned by media suppliers" (Silk & Berndt, 2020, p. 1) and remains the fastest-growing category (Ma & Du, 2018). Silk and Berndt (2020, p. 2) offer a cogent description of the resulting disruption:…”
Since 1990, the US advertising, regulatory, and consumer information landscapes have changed materially, raising the possibility that consumers' fundamental beliefs about advertising as an activity or institution have also changed. Nine national polls of advertising sentiment, fielded between 1964 and 1989 by the Roper Organization or the Opinion Research Corporation, were replicated with panel members matched to the US adult population. Preliminary results suggest that the internet era may have fostered a trust‐because‐we‐can‐verify consumer attitude toward advertising. The internet has changed the consumer information landscape by reducing the difficulty of assessing claims, fostering independent evaluators who often include competitors, and providing a venue for consumer retaliation. The implications for advertising regulation may contradict the Pertschuk view (1982) of regulation again embraced by some at the Federal Trade Commission. Rather than enhancing the need for advertising regulation and enforcement, the internet may have reduced the need for such efforts.
“…The near total freedom and widespread access have led to the problem of crowding the internet (Taeuscher, 2019), with an objective impossibility of keeping track of what billions of people do and communicate. Within this digital evolution, an inexorable decline of traditional means has occurred (Ma and Du, 2018). The internet evolution, the social media explosion, and the traditional offline media decline, together with the changes in consumer behaviour, have all played a decisive role in bringing out a new system of values (Kim et al, 2019;Yoo and Park, 2016).…”
Section: Online Behaviour and Digital Transformationmentioning
The purpose of this study is to examine the opportunities resulting from online interactions, by shedding light on the most prominent topic in the field of online marketing. A systematic review of academic studies published in the past 15 years (2005)(2006)(2007)(2008)(2009)(2010)(2011)(2012)(2013)(2014)(2015)(2016)(2017)(2018)(2019)(2020). Results systematised according to the RACE (reach > act > convert > engage), revealed useful insights, challenges and opportunities in terms of digital strategies, online business approaches, knowledge exploitation, product customisation and differences in online product purchasing (low-touch, high-touch and 'embarrassing' products'). Moreover, the study also highlights how consumers' engagement strategies should consider recent threats such as web effects (pathological internet usage sometimes falling into the category of internet addiction) by managing consumers' online presence, ethical and privacy concerns, and finally online behaviour monitoring in terms of expected response time in customer services, and negative word-of-mouth containment.
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