Journal of Mobile Communication
ISSN: Online 1993-6044ISSN: Print 1990-794x
Abstract
This research will be devoted to the study of e-advertising, a concept which is expanding rapidly in the present advertising landscape, to study its relevance and importance in corporate communication. The object of this communication is to contribute to the comprehension of the effectiveness of an advertising campaign on the internet. We propose an abstract model in order to establish a direct connection between e-advertising and the variables that measure its effectiveness and to analyze the effect of advertising on the internet on these variables and its influence on brand. The review of the literature of this present research demonstrates that the effectiveness of advertising on the internet will be analyzed through loyalty, awareness, image, satisfaction and purchase intention.
How to cite this article:
Chebli Leila and Baklouti Hayani Dhouha. The Effectiveness of an Advertising Campaign on the Internet and its Impact on Brand.
DOI: https://doi.org/10.36478/jmcomm.2020.1.7
URL: https://www.makhillpublications.co/view-article/1990-794x/jmcomm.2020.1.7