Title: Online purchase decision after viewing ads: factors related to sociodemographic and internet use on different digital channels

Authors: Alcides Barrichello; Rogerio Scabim Morano; Emerson Gomes dos Santos

Addresses: Centro de Ciências Sociais e Aplicadas, Universidade Presbiteriana Mackenzie, Rua Consolação, 930, 01302-000, São Paulo, SP, Brazil ' Instituto de Ciências Ambientais, Químicas e Farmacêuticas, Instituto de Ciência e Tecnologia, Universidade Federal de São Paulo – UNIFESP, Rua São Nicolau, 210, 4o. andar, sala 41 – Centro, 09913-030 – Diadema, SP, Brazil ' Escola Paulista de Política, Economia e Negócios, Universidade Federal de São Paulo – UNIFESP, Rua Oleska Winogradow, 100, 3º. andar, sala 301 – Jardim das Flores, 06110-295 – Osasco, SP, Brazil

Abstract: This research aims to assess the factors related to sociodemographic and internet use that influence consumers to purchase after viewing ads on websites or through apps, social media, messaging apps, e-mail, and video. A database obtained from the 2018 ICT Households survey containing 4,115 responses representing the Brazilian population who had made an online purchase of a product or service within 12 months was used and analysed using logistic regression models. The main results indicate that age influences the purchase after viewing ads in emails. The level of education is important when the advertisement was made on websites or apps, and social media. The frequency of internet use and the frequency of online shopping also matter for purchase on the different digital channels researched. Regarding academic contributions, the factors are evaluated concomitantly and with data reflecting the population of the entire country, opens a new way of thinking about how to segment customers via one of the components of the marketing mix: promotion. The support to marketing professionals regarding the effectiveness of ads on different digital channels is among this study's practical contributions.

Keywords: digital marketing; e-commerce; purchase after viewing ads; social media; online advertising; advertising on the net; consumer behaviour; customer relationship; marketing; advertisement.

DOI: 10.1504/IJIMA.2023.132778

International Journal of Internet Marketing and Advertising, 2023 Vol.19 No.1/2, pp.20 - 41

Received: 16 Apr 2021
Accepted: 11 Oct 2021
Published online: 09 Aug 2023 *

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