| dc.description.abstract | One of the most important and valuable research nowadays, alongside research studies on the flow of money or the trend of young entrepreneurs, research on market competition or real estate trends is the study on the advertising genres as well as marketing in general. Display Ads is quite new, but this aspect captured the attention of both marketers and people working in the blooming-marketing industry who are constantly researching customers’ insight and create catchy ideas about advertising and the other side is customers who daily contact and affect by any type of advertising from the brand. Research seems to be narrower and more quality when it is swirled deep into the Display Ads type which only appear on social networking sites, and more than a half the world population using the social media up to the first quarter of 2018 as the intense development of Internet. There is a lot of research in the field of marketing and especially advertising, but most of them focus on the type of advertising on the website, on the other media such as newspapers, TV or outdoor advertising such as advertising at bus station or billboard. In addition, previous research is just about finding out how a brand's ads can attract as much viewers as possible from the perspective of marketers. Meanwhile, the research on putting themselves in the customer's position to observe and understand their psychology and concerns, in particular, analyzes the actual behavior they will do after clicking and watching the Ads. Those research papers is almost not detailed.
This research focuses on identifying factors affecting the clicking action on Display Ads of Internet users on their social networks sites. Specifically, the effects of three major communication components—message, channel/media, and receiver/audience—on ad clicks are investigated. The message component are comprise of perceived in formativeness and entertainment of the ad; the media component focus on social media security and the audience component focuses on their involvement. In addition, after clicking on the Display Ads which linking directly to the website or social network sites of brands, users will have their own ratings on the product and their
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intention to express positive impressions about the product called word-of-mouth will also thoroughly examined . Thus, the objective of this research is investigating factors affecting the clicking action of Vietnamese Internet users on Display Ads on social media, which not only examines new reason variables influencing on Ads click but also check their level of effect and show the following results by product evaluation and word-of-mouth.
Target populations are people in Vietnam territory and they used to click on Display Ads in the past. 235 respondents in total join in the only survey design with questionnaires to collect the data. The findings will provide a better understanding of the Display Ads concept and recommend more useful marketing advices in marketing activities fields compared to many previous research papers. The framework focused mainly on the four factors: Perceived informativeness, Perceived entertainment, Involvement and Security and 2 consequences after clicking in the Ads is Product evaluation and Word-Of-Mouth adapted from the transmission model of communication, known as the sender-message-channel-receiver-feedback model (Shannon & Weaver, 1963), and developed a new research model to present the antecedents of ad clicks by En Mao and Jing Zhang (2017). Quantitative methods are applied in this study.
Though, it will be very valuable for both marketers and consumers to understand the result and have the right actions for themselves. Marketers will focus more on making Display Ads on social networks to attract the most ads click possible when targeting the right audience with compelling and persuasive content. Consumers are more likely to not only believe and weigh in on clicking in the Display but also be careful of giving product evaluation that lead to spread positive word-of-mouth.
Key word: Display Ads, advertising, social media, social network sites, ads click, perceived informativeness, perceived entertainment, involvement, security, product evaluation, word-of-mouth . | en_US |
