Analysis of the Effectiveness of Promoted Listings Using the Method of EPIC Model
- DOI
- 10.2991/icebef-18.2019.22How to use a DOI?
- Keywords
- native advertising; promoted listings; EPIC models
- Abstract
In the world of advertising, various types of advertisements continue to be developed in accordance with time, technological advances, and current patterns of consumer behavior. However, the most common problem nowadays is that most people do not like advertisements while browsing on the internet. Presently, many internet users install adblocker so that the ads do not appear because they will be blocked automatically. Now, marketers and advertisers are busy using native advertising to handle this. The purpose of this study is to provide an overview of native advertising on promoted listings of the Bukalapak’s site and to measure the level of effectiveness. The study used quantitative method with EPIC Model. The sample was 100 people of Bukalapak’s Instagram followers generated by non-probability sampling technique. The results of this study indicate that native advertising on promoted listings on the Bukalapak’s site is in a positive category according to the respondents. The results of the effectiveness analysis with the EPIC Model method show that the advertisements have a relatively high level of effectiveness.
- Copyright
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Wensley Reyes AU - Nikolee Marie Serafico AU - Heny Hendrayati AU - Agus Ramdhan PY - 2019/05 DA - 2019/05 TI - Analysis of the Effectiveness of Promoted Listings Using the Method of EPIC Model BT - Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018) PB - Atlantis Press SP - 93 EP - 95 SN - 2352-5428 UR - https://doi.org/10.2991/icebef-18.2019.22 DO - 10.2991/icebef-18.2019.22 ID - Reyes2019/05 ER -