Evaluating online advertising effect: An approach integrating means–end conceptualization and similarity analysis

Lin, Chin‐Feng; Fu, Chen‐Su

doi:10.1016/j.elerap.2018.10.002

Cited by 20 publications

(16 citation statements)

References 41 publications

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“…To achieve validity in qualitative research, it is advised to interview a sample of 20 to 25 people (Lin and Fu, 2018;van Rekom and Wierenga, 2007;Olson and Reynolds, 2001) in total, but the researcher can resort to a smaller sampling size if information rich participants are interviewed (Pike, 2012) and saturation point is reached earlier than expected. Thus, Glavas, Pike and Mathews (2014) interviewed only seven entrepreneurs to gain insight into international entrepreneurial values and Internet use in the tourism sector.…”

Section: Validation Of Resultsmentioning

confidence: 99%

“…Reducing the complexity of the HVM, while not losing too much information, requires the application of a higher cut-off level to produce a simpler map with fewer connections (Cerjak et al, 2014;Guenzi and Panzeri, 2015). Despite the literature recommendation of applying the cut-off level between 3 and 5 (Wang and Yu, 2016;Arsil, Bruwer, and Lyons, 2014;Tey, Arsil, Brindal, Liew, Teoh, and Terano, 2018;Lin and Fu, 2018), the choice of the appropriate threshold cut-off level, as a compromise between synthesis and detail (Fabbrizzi et al, 2017;Grunert and Grunert, 1995) is often based on heuristic and experiential selection, fitting the purpose of the investigation (Ha and Jang, 2013;Hsiao, Yen, and Li, 2012;Lin and Fu, 2018).…”

Section: Discussionmentioning

confidence: 99%

“…Marketing-oriented articles about New Product Development (NPD) (Chen and Ko, 2010), market segmentation (Myrda, 2016) and online advertising (Lin and Fu, 2018); as well as tourism and travel-related articles dealing with public transport to explain heuristic and/or rational type of choice behind final purchase decision (Wittmer and Riegler, 2014); and mental representations of activity-travel tasks (Horeni, Arentze, Delbert, and Timmermans, 2014) used standardized semi-structured interviews.…”

Section: B Quantitative Studies: Hard Laddering Techniquesmentioning

confidence: 99%

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Means-End Chain theory: a critical review of literature

Borgardt¹

2020

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu

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This study provides the first critical and systematic investigation of the literature on Means-End Chain theory after the groundbreaking book "Understanding Consumer Decision Making: The Means-End Approach to Marketing and Advertising Strategy" by Olson and Reynolds (2001). The sample of 157 articles published in the Science Direct, Emerald, and Wiley databases was investigated. The period covers scientific literature published from 2001 to 2018. The paper shows the main theoretical concepts, methodological approaches, research problems, and findings. The results of the literature review demonstrate that the Means-End Chain theory is an evolving area of research and is gaining importance in academia and management. Some important gaps in the knowledge of theoretical and methodological levels were identified, and the most important directions for further studies were proposed.

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Section: Validation Of Resultsmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Section: B Quantitative Studies: Hard Laddering Techniquesmentioning

confidence: 99%

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Means-End Chain theory: a critical review of literature

Borgardt¹

2020

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu

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“…According to Belanche et al (2019), the digital platforms involving browsers, webpages and social media advertising have faded out the role of television, radio and newspapers in advertising. Unlike conventional advertising, online advertising enables companies to reach their target public more affordably and efficiently than ever (Lin & Fu, 2018). Lin and Fu (2018) then added, however, designing an effective online advertising copy to attract the attention of the target audience remains a major challenge for marketers.…”

Section: Literature Review Advertising and Promotionmentioning

confidence: 99%

“…Unlike conventional advertising, online advertising enables companies to reach their target public more affordably and efficiently than ever (Lin & Fu, 2018). Lin and Fu (2018) then added, however, designing an effective online advertising copy to attract the attention of the target audience remains a major challenge for marketers. Marketers need to understand the real value of the products offered to the customers so that it will be easier for them to design an effective online advertising to really capture the target audiences.…”

Section: Literature Review Advertising and Promotionmentioning

confidence: 99%

The Implementation of Social Media Marketing Strategies to Increase Brand Awareness and Engagement Behaviour of a Private College

Hairuddin¹,

Thoo²,

Tat³

et al. 2021

IJARBSS

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The study was conducted in Malaysia and a private college was chosen as the case study. The method used for this study was action research where a problem is diagnosed from a problematic situation and from the problem, an intervention needs to be implemented to solve or improve the problem. The intervention chosen for this study was to implement social media marketing strategies for a college's Instagram account. In this study, qualitative and quantitative research design were used including interview and survey distribution. This study consisted of two cycles of interventions. To measure the effectiveness of the intervention for both cycles, the data from Instagram insights were analysed and compared before and after the implementation. The findings show that the major problem faced by the private college is brand awareness. The survey also indicated that the college has low Instagram engagement behaviour. After the implementation, there were positive changes in the performance of the social media especially the number of profile visits and the followers' growth. The engagement behaviour of the college Instagram was also improved. The implementation of social media marketing in this study had improved the college's Instagram performance and its brand awareness as there are hundreds of people visited the Instagram profile as well as followed the account.

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Value Assessment of Airport Billboards Based on Passenger Big Data

Cai

Xiao

2022

J. Syst. Sci. Syst. Eng.

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As an important element of the airport ecosystem, airport billboards are playing a crucial role in publicizing the city image and facilitating humanistic airport construction. At the same time, airport billboards have great commercial value and is a popular channel for enterprises to prompt their products and to build their brand image. Currently, most airports in China adopt a simple fixed pricing mechanism for airport billboards. Specifically, for any type of billboard, the advertising price is mainly determined by considering historical prices and the total passenger flow of the entire airport during a whole year. However, this seemingly crude pricing mechanism only considers macro-level data of passenger flow and fails in reflecting the real value of billboards in different locations effectively, since the value of a particular billboard depends not only on its media form, but also on the number of passengers flowing through and whether these passengers are the target customers of the advertising content. Based on big data on airport layout, flight information, and passenger attributes, this paper proposes a time-and locationbased value assessment model for airport billboards. Using sample data collected from the Beĳing Capital International Airport, the assessment model is adopted to evaluate the value of two real billboards in Terminal T3. Application of this model can reflect the difference in the value of airport billboards located in different spots during various periods. Furthermore, this model provides a solid foundation for airport executives to develop differentiated/dynamic pricing and flexible advertisement scheduling strategies, thereby improving the overall efficiency.

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Evaluating online advertising effect: An approach integrating means–end conceptualization and similarity analysis

Cited by 20 publications

References 41 publications

Means-End Chain theory: a critical review of literature

Means-End Chain theory: a critical review of literature

The Implementation of Social Media Marketing Strategies to Increase Brand Awareness and Engagement Behaviour of a Private College

Value Assessment of Airport Billboards Based on Passenger Big Data

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