IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-981-19-6509-8_12.html
   My bibliography  Save this book chapter

The Role of Online Advertising in the Intentions of Customers

In: Artificial Neural Networks and Structural Equation Modeling

Author

Listed:
  • Sammar Abbas

    (Kohat University of Science and Technology (KUST), Institute of Business Studies)

  • Zeeshan Zaib Khattak

    (Kohat University of Science and Technology (KUST), Institute of Business Studies)

  • Hadi Al-Abrrow

    (University of Basrah, Business Administration Department)

Abstract

This chapter presents a comprehensive overview of the two important and relevant concepts in digital marketing, i.e., online advertising and purchase intentions. We know that the world is digital, and many businesses are transforming from traditional to digital or online mode. In this scenario, it is important question that how businesses influence the purchase intention by using the latest information technology tools? Online advertising provides answer to this question. This chapter revolves around the various related concepts including online advertising, purchase intention, and social commerce. The chapter is divided into seven sections. In second section, a comprehensive argument has been presented on online advertising, and in section three and four concepts of purchase intention and social commerce have been elaborated. Discussion has been made in section six, whereas section seven concludes the chapter.

Suggested Citation

  • Sammar Abbas & Zeeshan Zaib Khattak & Hadi Al-Abrrow, 2022. "The Role of Online Advertising in the Intentions of Customers," Springer Books, in: Alhamzah Alnoor & Khaw Khai Wah & Azizul Hassan (ed.), Artificial Neural Networks and Structural Equation Modeling, pages 201-224, Springer.
    • Handle: RePEc:spr:sprchp:978-981-19-6509-8_12
    DOI: 10.1007/978-981-19-6509-8_12
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-981-19-6509-8_12. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.