How Online Advertising Affects Buyer Behavior
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چکیده
Why don’t consumers demonstrate the same behavior when confronted with identical advertisements? What is the reason for these different perceptions of the same stimuli? How can we shape the right perception in the target audiences? How will advertisers be able to create a common concept which will result in a common behavior? Being informed about customer reactions, especially when they are exposed to online advertising, requires comprehensive knowledge of consumer motives. Reacting and displaying a given behavior is based on the reasons or motives that led a customer to the Web. In this chapter, the authors will discuss online buyer behavior when faced with an online advertisement. In this regard, the terminology, methods, and models will be introduced in detail, and they will identify the key concepts that form customer behavior, and distinguish between tangible and intangible features that affect online user behavior.
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