EVALUATION OF THE INFLUENCE OF DISCRIMINATION ADVERTISING ON CONSUMER BEHAVIOR ON THE INTERNET
Journal Title: Економіка та суспільство - Year 2017, Vol 11, Issue
Abstract
The article is devoted to the method of assessing the impact of discriminatory advertising on consumer behavior on the Internet. The target audience by gender is characterized and the degree of influence of discriminatory advertising is determined by means of correlation-regression analysis. The effectiveness of the influence of discriminatory advertising is estimated using the CTR advertising effectiveness indicator. Gender groups with the greatest impact of the CTR and the high degree of correlation between the CTR and its discriminatory nature were identified.
Authors and Affiliations
О. П. Чукурна, Я. Ю. Шенгелія
Keywords
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