Alamsyah, Doni Purnama and Aryanto, Rudy and Mulyani, Mulyani and Kurnianingrum, D and Indriana, Indriana and Othman, Norfaridatul Akmaliah and Hasan, Hazmilah (2023) The development concept of digital advertising preference. In: 4th Tarumanagara International Conference of the Applications of Technology and Engineering, TICATE 2022, 5 August 2021 through 6 August 2021, Virtual, Online.
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Abstract
Technology continues to be improved and developed to support organizational performance. In consumer behavior and advertising science, technology is used to support education in advertising. Based on the phenomenon of advertising, this study aims to investigate the concept of digital advertising preference. The research was conducted through a literature review from several research experts and was studied descriptively to find the concept of digital advertising preference. The research findings show that digital advertising preference can be built through the concept of search engine advertising, interactive advertising, opt-in advertising, social media networks, and mobile advertising. Also, it is known that there is a relationship between digital advertising preference and consumer behavior through brand awareness.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Uncontrolled Keywords: | Digital advertising preference, Consumer behavior, Search engine advertising, Social media networks, Brand awareness |
| Divisions: | Faculty of Technology Management and Technopreneurship |
| Depositing User: | Anis Suraya Nordin |
| Date Deposited: | 17 Oct 2024 16:15 |
| Last Modified: | 17 Oct 2024 16:15 |
| URI: | http://eprints.utem.edu.my/id/eprint/28083 |
| Statistic Details: | View Download Statistic |
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