Consumer response and the power of new digital ads [Abstract]

Chatterjee, Prabirendra ORCID: https://orcid.org/0000-0003-4639-0473 2023. Consumer response and the power of new digital ads [Abstract]. Presented at: The Australia and New Zealand Marketing Academy Conference, 2023, New Zealand, 6 December 2023. Published in: Thyne, Maree and Biggemann, Sergio eds. ANZMAC 2023 Marketing for Good. ANZMAC, p. 209.

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Abstract

Visual features of ad images play a critical role in shaping consumer preferences. In this study, using various machine learning tools, I analyse the hidden features of the new digital ads (such as Instagram posts) that help marketers to develop highly appealing ads for the new generation of consumers. Additionally, I use behavioural experiments to uncover how these new digital ads vis-à-vis the traditional banner ads influence consumer choice across a spectrum of risk and time preferences.

Item Type:	Conference or Workshop Item - published (Other)
Date Type:	Publication
Status:	Published
Schools:	Schools > Business (Including Economics)
Publisher:	ANZMAC
ISSN:	1447-3275
Date of Acceptance:	6 December 2023
Last Modified:	22 Apr 2026 14:46
URI:	https://orca.cardiff.ac.uk/id/eprint/172669

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