| Autor: |
Dörnyei, Krisztina Rita |
| Předmět: |
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| Zdroj: |
Journal of Current Issues & Research in Advertising (Routledge); 2021, Vol. 42 Issue 2, p156-174, 19p |
| Abstrakt: |
It is estimated that within the online advertising industry, online advertising fraud (OAF) accounts for at least 10 percent of all spending. Such a phenomenon requires a systematic analysis to examine the marketing perspective; therefore, this article examines online marketing professionals' attitudes toward OAF by conducting eighty-nine interviews. The findings suggest that OAF is a high risk to the advertising industry and an urgent daily problem for many players. Building on Agency Theory, the results show that online professionals often tolerate fraudulent traffic due to a low awareness of OAF and a lack of sufficient knowledge among clients. Ineffective measurement systems and unrealistic expectations of clients also inhibit effective fraud detection practices. The present study aims to raise awareness by providing a better understanding of this understudied topic from a marketing perspective and aims to motivate practitioners and academics to establish effective fraud prevention procedures. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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