Online marketing and advertising research: Traditional Theories Revisited

Yudhistira, T., 2016, Groningen: University of Groningen, SOM research school. 119 p.

Research output: ThesisThesis fully internal (DIV)

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  • Titah Yudhistira
Online marketing and advertising instruments—and the ways in which consumers react to them—are always evolving, which results in ongoing gaps in knowledge. This dissertation aims to fill some of these gaps by providing a greater understanding of how the Internet impacts online marketing and advertising research.

The first study in this dissertation describes how banner exposure characteristics, such as the number of exposures, spacing, and delay, impact consumer memory. The findings of this study underline the importance of banner memory as banner exposure affects brand memory indirectly through banner memory. The findings also imply that massed banner scheduling is less effective than continuous banner scheduling strategy. The second study extends the first study through a comprehensive model that links banner memory and attitude to brand memory and attitude—and ultimately to purchase intention—to determine the interrelationships among banner effect variables. This study finds that despite the distinct features of it medium, banner advertising effect works similar to the hierarchy-of-effect in traditional media advertising. However, there are two notable differences: the advertising–brand memory relationship is stronger but the banner attitude–brand memory is weaker in banner advertising than in traditional media advertising. Finally, the third study investigates whether companies can use online polls for marketing research purposes. This study finds that differences in results from online polls and from traditional surveys come from sample effects and not from the survey mode. This finding implies that simple online polls have the potential to serve as market research instruments for specific, well-targeted populations.
Original languageEnglish
QualificationDoctor of Philosophy
Awarding Institution
Award date10-Oct-2016
Place of PublicationGroningen
Print ISBNs978-90-367-9117-5
Electronic ISBNs978-90-367-9116-8
Publication statusPublished - 2016

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