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Kertanegara, R., & Primasari, I. (2017). Information Technology and New Media Advertising - The Concept Model of Audience Beliefs and Behavior Toward Digital Advertising. KnE Social Sciences, 2(4), 90-95. https://doi.org/10.18502/kss.v2i4.872

https://doi.org/10.18502/kss.v2i4.872

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authors

  • Rizky Kertanegara
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  • Ina Primasari
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Published Date

  • Jun 13, 2017

Information Technology and New Media Advertising - The Concept Model of Audience Beliefs and Behavior Toward Digital Advertising

KnE Social Sciences / The 3rd International Conference on Social and Political Science (ICoSaPS) / Pages 90-95

Abstract

This paper reviews the literature on the development of information technology in the field of advertising and proposes a concept model of audience beliefs and behavior toward digital advertising. Basically, advertising is a medium of communication based on the model of one-to-many communications models. For that reason, digital advertising is changing how advertisers market their products and services.

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