Marketing-Kommunikation in Online-Medien

Riedl, Joachim; Busch, Mathias

doi:10.15358/0344-1369-1997-3-163

Cited by 12 publications

(1 citation statement)

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“…Persuasion is the core activity of advertisers, and the range of possible and applied forms of affecting recipients' market decisions becomes increasingly diverse [15,[27][28][29][30][31][32][33][34][35]. It is stimulated by the web environment, its attributes, and the development of ICT (information and communications technology) as well as information and communication apps [16,18,[36][37][38][39][40]. In the theoretical justification of the problem and the research gap's characteristics, we stress mutual relationships between the persuasive function of online advertising, information asymmetry, and consumer behavior manipulation.…”

Section: Previous Literature and Researchmentioning

confidence: 99%

Empirical Identification of Latent Classes in the Assessment of Information Asymmetry and Manipulation in Online Advertising

Sanak-Kosmowska

Wiktor

2020

Sustainability

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This study’s purpose was to perform an identification analysis of the latent class in assessing information asymmetry and manipulation in online advertising. The title problem fits into the current research on sustainability with the focus on sustainable advertising and the role of modern marketing. This article presents the results of a quantitative study (N = 138) conducted among young Poles. The obtained data were subjected to latent class analysis, which allowed for three groups of respondents to be distinguished. It turned out that the respondents differ from each other in terms of susceptibility to manipulation by online advertising and the awareness thereof, which is clearly distinguished by hidden variables. Therefore, in the discussion on information asymmetry in advertising, we should take into account the obvious demographic variables and the factors that respondents often do not declare in surveys and interviews.

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