The impact of targeted advertising on the consumer
Introduction. Intensive development of Internet advertising entails an urgent need to assess consumer attitudes towards various types of this advertising in order to make effective decisions on its placement.Goal. The purpose of the study is to identify factors influencing the efficiency of targeted...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | Russian |
| Published: |
North Caucasus Federal University
2024-06-01
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| Series: | Вестник Северо-Кавказского федерального университета |
| Subjects: | |
| Online Access: | https://vestnikskfu.elpub.ru/jour/article/view/2675 |
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| Summary: | Introduction. Intensive development of Internet advertising entails an urgent need to assess consumer attitudes towards various types of this advertising in order to make effective decisions on its placement.Goal. The purpose of the study is to identify factors influencing the efficiency of targeted advertising, determine optimal strategies to increase its impact on consumers, and also determine its effectiveness in attracting attention, generating interest and stimulating demand for goods and services.Materials and methods. The article discusses one of the types of advertising on the Internet, namely targeted advertising. Its features and advantages of using it by businesses of any size were studied. Surveys were conducted among users to identify their attitudes towards targeted advertising and its impact on their purchasing decisions, statistical methods were used to analyze data and identify patterns in user behavior and the effectiveness of targeted advertising.Results and discussion. The results of a study of consumer attitudes towards this type of advertising on social networks, which was conducted anonymously using an online survey, are shown.Conclusion. Based on the results of the study, recommendations are made to the main participants in the advertising market on social networks, and the advantages that targeted advertising provides for both advertisers and consumers are given. For advertisers, targeted advertising allows them to more precisely target their advertising messages to specific audiences, increasing their effectiveness and reducing advertising costs. For consumers, targeted advertising provides a more relevant and convenient online experience because they only see ads that are likely to interest them. In addition, targeted advertising promotes competition in the market, which leads to improved quality of goods and services. |
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| ISSN: | 2307-907X |