Programmatic advertising and consumer attitudes in online retailing

Programmatic advertising and consumer attitudes in online retailing

Programmatic advertising (PA) has gained its popularity in the field of marketing. According to the literature review, there has been various studies about PA’s characteristics and exploring PA from business’s perspective. Research has also created a link between the PA and metaverse since metaverse...

Täydet tiedot

Bibliografiset tiedot
Päätekijä: Yli-Kuivila, Le
Muut tekijät: School of Business and Economics, Kauppakorkeakoulu, Business and Economics, Taloustieteet, University of Jyväskylä, Jyväskylän yliopisto
Aineistotyyppi: Pro gradu
Kieli:eng
Julkaistu: 2023
Aiheet:
programmatic advertising
consumer attitudes
purchase intention
ad avoidance
Marketing
Markkinointi
20423
mainonta
asenteet
kuluttajat
markkinointi
advertising
attitudes
consumers
marketing
Linkit: https://jyx.jyu.fi/handle/123456789/93819

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