Does consumer behaviour matters? Online advertising evaluation via predictive analytics

• Main Authors: Suparmaniam, Navanit, Zetty Ain, Kamaruzzaman, Cheng, Jack Kie, Siti Sakinah, Mohtar, Mohd Izzat, Shafie @ Mohd Alias, Mohd Jamil, Mohd Ja’afar
• Format: Article
• Language: English
• Published: GBMR 2023
• Subjects: HB Economic Theory; HF Commerce
• Online Access: http://umpir.ump.edu.my/id/eprint/36828/2/Does%20Consumer%20Behaviour%20Matters_FULL.pdf; http://umpir.ump.edu.my/id/eprint/36828/; http://www.gbmrjournal.com/pdf/v15n2s/V15N2s-5.pdf

With rapid technological progress, the number of Internet users is increasing. This makes it easy for an internet user to access the internet through their computer, laptop, mobile phone, tablet or other media. The internet is becoming a real advancement of online advertising when there is number of...