The Role of Online Advertising in the Intentions of Customers

Sammar Abbas (), Zeeshan Zaib Khattak () and Hadi Al-Abrrow ()
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Sammar Abbas: Kohat University of Science and Technology (KUST), Institute of Business Studies
Zeeshan Zaib Khattak: Kohat University of Science and Technology (KUST), Institute of Business Studies
Hadi Al-Abrrow: University of Basrah, Business Administration Department

A chapter in Artificial Neural Networks and Structural Equation Modeling, 2022, pp 201-224 from Springer

Abstract: Abstract This chapter presents a comprehensive overview of the two important and relevant concepts in digital marketing, i.e., online advertising and purchase intentions. We know that the world is digital, and many businesses are transforming from traditional to digital or online mode. In this scenario, it is important question that how businesses influence the purchase intention by using the latest information technology tools? Online advertising provides answer to this question. This chapter revolves around the various related concepts including online advertising, purchase intention, and social commerce. The chapter is divided into seven sections. In second section, a comprehensive argument has been presented on online advertising, and in section three and four concepts of purchase intention and social commerce have been elaborated. Discussion has been made in section six, whereas section seven concludes the chapter.

Keywords: Online advertising; Intentions of customers; Social commerce (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/978-981-19-6509-8_12

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