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
rizkykertanegara@gmail.com
,

Ina Primasari
,

Abstract

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