Key Success Factors in Internet Advertising: The role of Online User Activity and Social Context - Softcover

Papadopoulos, Symeon

Softcover

ISBN 10: 383830800X ISBN 13: 9783838308005

Publisher: LAP Lambert Academic Publishing, 2009

Synopsis

Internet advertising has presented sustainable revenue growth since its inception in the mid-1990s. Internet advertising takes a multitude of forms, ranging from the "traditional" banners to today's rich media ads. Due to its wide success, internet advertising currently constitutes a significant marketing channel for a large number of firms and it is thus gradually gaining attention in the context of marketing communications strategy planning and implementation. However, there has been relatively little empirical research and actionable knowledge on the factors that affect the success of online advertising. Consequently, when relying on insufficient knowledge to make decisions about their internet marketing strategy, companies run the risk of missing marketing opportunities or damaging their image. To this end, the work presented in this book investigates how the online activities and social context of internet users affect their response to online advertising. The study is carried out through the analysis of user responses to internet ads in a controlled online environment.

About this title

About the Author

Symeon Papadopoulos received his diploma in Electrical-Computer Engineering (Aristotle University of Thessaloniki, 2004). He is a holder of a Professional Doctorate in Engineering (Technical University of Eindhoven, 2006) and an MBA degree (Blekinge Institute of Technology, 2009). He is currently working as a researcher in CERTH on web data mining.

Edition details

• Publisher: LAP Lambert Academic Publishing
• Publication date: 2009
• Language: English
• ISBN 10: 383830800X
• ISBN 13: 9783838308005
• Binding: Paperback
• Number of pages: 84