Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
Results
Showing 1 to 4 of 4 for “"Ad effectiveness"”.
-
ENHANCING USER ENGAGEMENT WITH ONLINE INFORMATION: THE IMPACTS OF ONLINE ADVERTISEMENT LAYOUT AND SERENDIPITOUS RECOMMENDATION
… technologies that alleviate the concerns: online advertising and recommender system. Study One examines a fundamental, yet under-studied design factor of static online advertising: text placement. Results from a field experiment and two eye-tracking experiments suggest that text separation can …
-
Sequential Optimization for Prospective Customer Segmentation and Content Targeting
ResMed is a global leader in medical devices for the treatment of obstructive sleep apnea (OSA). Due to the high prevalence and underdiagnosis of OSA, a key pillar of ResMed's business strategy is to increase awareness of the disease and encourage treatment. This work seeks to optimize an emerging …
-
Thinking Holistically versus Analytically: Exploring the Impact of Culture on Consumers' Cognitive Responses to Ads
… consumers across cultures, many international advertisers prefer to use standardized visual advertisements. However, culture plays a key role in international advertising as the interpretation of advertising messages varies across cultures. Based on the framework of Analytic/Holistic Thought …
-
ASMR in advertising and its effects : the moderating role of product involvement and brand familiarity
… This study looks at the effects of ASMR in advertising on viewers’ positive affect, attitudes and purchase intentions. Furthermore, the study investigates the moderating effects of product involvement and brand familiarity with ASMR ads. The findings reveal that ASMR ads promote a higher …