KnE Social Sciences | The 3rd International Conference on Social and Political Science (ICoSaPS) | pages: 90-95

DOI: 10.18502/kss.v2i4.872

Information Technology and New Media Advertising - The Concept Model of Audience Beliefs and Behavior Toward Digital Advertising

Rizky Kertanegara

Ina Primasari


This paper reviews the literature on the development of information technology in the field of advertising and proposes a concept model of audience beliefs and behavior toward digital advertising. Basically, advertising is a medium of communication based on the model of one-to-many communications models. For that reason, digital advertising is changing how advertisers market their products and services.


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ISSN: 2518-668X