ONLINE ADVERTISING ON CONTENT AND SEARCH NETWORKS

被引：0

作者：

Elena Aramendia-Muneta, Maria ^{[1
]}

机构：

[1] Univ Publ Navarra, Edificio Madronos,Campus Arrosadia S-N, Pamplona 31006, Spain

来源：

PROCEEDINGS OF THE INTERNATIONAL CONFERENCES ON E-HEALTH 2015 E-COMMERCE AND DIGITAL MARKETING 2015 AND INFORMATION SYSTEMS POST-IMPLEMENTATION AND CHANGE MANAGEMENT 2015 | 2015年

关键词：

Search Networks; Content Networks; Online advertising; ELABORATION LIKELIHOOD MODEL; INITIAL TRUST; HEDONIC VALUE; UTILITARIAN; BEHAVIOR;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This short paper is a first attempt to connect Search and Content networks to the Elaboration Likelihood Model and Hedonic and Utilitarian Consumption in online advertising. Advertisers and academics should consider the propositions made in this short paper and theoretical foundations of search and content networks, in order to create ads more suitable for their potential and target customers. While advertisements on search networks should focus on price and value, advertisements on a content network should focus on entertainment and feelings.

引用

页码：209 / 213

页数：5

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