According to Yahoo Philippines Country Sales Director, Arlene Amarante http://thenewmedia.com/state-of-online-advertising-in-the-philippines-yahoo-phs-arlene-amarante/ that:
“The online advertising industry here in the Philippines is in a state of rapid growth. While there is still much evangelization to do, the market players – both advertisers and advertising agencies – are now asking the more relevant questions unlike 3 years ago. They now start to ask: How do we start? How do I integrate online with my existing campaign? Can it work for a brand or industry like mine? How do I measure my success? These questions tell us that it is no longer about why advertisers should be online; it is about maximizing their advertising dollars and using online the right way.And, while online is still at a 26% penetration level, we see that the landscape is further paving the way for increased and rapid exponential growth – new broadband products, increased broadband penetration, rise of internet mobile, rise of smart phones and the proliferation of low-priced PCs. Consumer behavior support the phenomenon. They are no longer dictated by traditional media alone; they immediately search for brands prior to a purchase. They are no longer looking for yesterdays’ news; they want to know what’s happening now. They are no longer waiting for brands to come and communicate to them; they are starting the conversations. Online advertising is now a powerful force that no one can no longer deny.”
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According to Mark Chaves, director of media intelligence solutions at SAS, http://www.studymode.com/essays/Local-Studies-1071666.html
"Consumers are online right now talking about your products and services, their experiences, and their likes and dislikes. Smart marketers aren't just listening to online chatter; they are analyzing it to better focus resources and build engagement and loyalty,” "SAS Social Media Analytics helps marketers combine data from online conversations with other data, such as a company's customer relationship management software, to build a more complete picture of each customer and then use these analytically-driven insights to predict and act,"Chaves added.
According to LiveJournal,
“The Philippines ranks seventh among the top 15 countries where blog hosting is popularly used. There are presently 39,274 Filipino bloggers under this hosting site.”
According to Josefina Estolas in the book Fundamentals of Research (1995) http://www.studymode.com/essays/Review-Of-Related-Literature-And-Studies-177904.html that:
“In exploration, we find new techniques, new knowledge, even develop new substances, gadgets, equipment, processes or procedures, imagination and skill is employed by the researcher. The commodities, new devices, services, in technology are needs of man for a better fuller life which is the concern of the research. These useful arts are the products of the technological environment and the end-user is society in general”.
According to Jeffrey A. Hofer on Modern System Analysis and Design (1996), http://www.studymode.com/essays/Review-Of-Related-Literature-And-Studies-177904.html that:
“Science and technology are essential for national development and progress. The State shall give priority to research and development, invention, and their utilization, and to science and technology education according to the 1987 Philippine Constitution (Article XIV, Section 10).
Since computer power was the critical resource, efficiency of processing became the main goal. Emphasis was placed on automating existing process such as purchasing or paying, often within single department.” According to Abraham Silberschatz, Database System Concepts (1999) http://www.studymode.com/essays/Review-Of-Related-Literature-And-Studies-177904.html that:
“A major purpose of a database system is to provide users with an abstract view of data. That is the system hides certain details of how the data are stored and maintained.”
According to Ajzen and Fishbein (1980),
Attitude is defined as "a learned predisposition to respond in a consistently favourable or unfavourable manner with respect to a given object". It is the mental and physical respond that involve beliefs, feelings, values and predisposition to act in certain ways.
According to Davis (1989),
In the earlier studies, perceived usefulness is defined as "the degree to which a person believes that using a particular system would enhance his or her job performance".
According to Koufaris 2002,
Replaced the term "personal involvement" into "product involvement". In this research he used product involvement instead of personal involvement to point out the same concept and defined as "individual motivation regarding an object where that motivational state is activated by the relevance or importance of the object in question”.
According to Levy and Malaviya (1999)
Indicated that effectiveness of advertising is "persuasion does not rest within advertising messages per se and it depends on certain mental processes that as ad recipient invokes". Generally, advertising effectiveness is described as being "a hierarchy of effects" (Vakratas and Amber, 1999). In the other word, changes of consumer perceptions by the information in the advertisement will lead to a change in their behaviors.
According to Palanisamy and Wong (2003)
“When the consumer has a sense in what they believe is a quality price, quality of service, quality of interaction of the service and image of the business is explained as their expectation. When consumer expectations increase or decrease that effectiveness of advertising would change accordingly as this is a proportional relationship.”
According to Tomsen and Faith (2003)
“Growing capabilities of interactive devices and fuel innovation set the consumer expectations. Consumer will develop new expectations about the new technology itself, services and network that support the technology. Acceleration of the development of the new technology and service providers is to fulfill the need of consumer shifting expectations. Likewise, evolution of technology is derived from the interactive consumer expectations. In this context, evolution of technology is seemed as evolution of internet advertising. Quality, reliability, convenience, attractive appearance and superior technology are the expectations of the consumers.”
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