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Percepția consumatorilor de internet asupra publicității online
[Perceptions of Internet Consumers on Online Advertising]

Author

Listed:
  • Istrate, Flavia Andreea
  • Miroslav, Cristina Andreea
  • Olaru, Bianca Helene

Abstract

Internetul s-a bucurat de o adevarata transformare de-a lungul timpului, odata cu dezvoltarea tehnologiilor, devenind in prezent cel mai folosit mediu de comunicare. Spre deosebire de media de comunicare traditionala, internetul a devenit, totodata, un important mediu de publicitate, datorita versalitilitatii, interactivitatii si posibilitatii de targhetare a consumatorilor relevanti. Articolul de fata, prezinta perceptia consumatorilor asupra publicitatii online, avand o baza teoretica si una practica, reprezentata de o cercetare realizata pe un esantion alcatuit din 50 de respondenti, utilizatori de internet, ce vor arata care sunt tendintele mediului publicitar la momentul actual in Romania. Cuvinte cheie: publicitate online, comportamentul consumatorului online, internet, targhetare, publicitate personalizată, publicitate mobilă

Suggested Citation

  • Istrate, Flavia Andreea & Miroslav, Cristina Andreea & Olaru, Bianca Helene, 2018. "Percepția consumatorilor de internet asupra publicității online
    [Perceptions of Internet Consumers on Online Advertising]
    ," MPRA Paper 86922, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:86922
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    File URL: https://mpra.ub.uni-muenchen.de/86922/1/MPRA_paper_86922.docx
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    More about this item

    Keywords

    publicitate online; comportamentul consumatorului online; internet; targhetare; publicitate personalizată; publicitate mobilă;

    JEL classification:

    • A19 - General Economics and Teaching - - General Economics - - - Other

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