THE IMPACT OF ONLINE ADVERTISING ON CONSUMER PURCHASE DECISION IN E-COMMERCE

被引：0
作者：
Gburova, Jaroslava [1 ]
Fedorko, Richard [1 ]
机构：
[1] Univ Presov Presov, Fac Management, Konstantinova 16, Presov 08001, Slovakia
来源：
MARKETING IDENTITY: OFFLINE IS THE NEW ONLINE | 2019年
关键词：
Consumer; E-commerce; Internet; Online Advertising; Purchase Decision;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Online advertising is a tool of marketing communication that is constantly evolving and development is constantly changing in approaches and forms that affect today's consumers. Nowadays, attention has turned to the consumer and his individuality. In online advertising, the focus is on speed, flexibility, creativity and differentiation from the competition. Online advertising is an integral part of e-commerce in Slovakia and the world. Online advertising is intended to serve consumers and is supported by consumers in a sense. The aim of the paper is to elaborate theoretical concepts in the field of online advertising and e-commerce, as well as to analyze the impact of online advertising on consumer buying behavior in e-commerce.
引用
收藏
页码：518 / 527
页数：10
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