文章基本信息

标题：Interactive Online Advertising: The Effectiveness of Marketing Strategy towards Customers Purchase Decision
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作者：Nurul Zarirah Nizam ; Johanna Abdullah Jaafar ; Siti Hindun Supaat 等
期刊名称：MATEC Web of Conferences
电子版ISSN：2261-236X
出版年度：2018
卷号：150
DOI：10.1051/matecconf/201815005043
语种：English
出版社：EDP Sciences
摘要：A growing of IT industry made many companies used Internet as their mediators on advertising platform to control over the promotion materials and it possess greater reliability and flexibility. Internet also becoming an important stop point for customers in finding their needs and wants. This study has been designed to measures how significant is the online advertising effectiveness in terms of attitude towards ads, ability to recall ads and frequency of clicking ads in explaining purchase decision in Malacca, Malaysia. A series of survey was conducted from 200 respondents and were analyzed quantatively. The results showed among the attitude towards ads, ability to recall and frequency of clicking ads had significantly gave impact to the purchasing decision by the customers. For the recommendations discussed to the advertisers to have good understanding on how to advertise effectively (using marketing strategy program) and do some innovation of the products in terms of the products association.