ABSTRACT
This conclusion presents some closing thoughts on the concepts covered in the preceding chapters of this book. The book aims to assess the extent, form, and nature of the manipulation of e-consumer market behaviour through information asymmetry in online advertising. It describes the forms, tools, and characteristics of online marketing communication and focuses on the reasons for information-related rivalry and the informational advantage advertisers have over Internet users, whom we also refer to as e-consumers. The book introduces the theory of information asymmetry and describes its relationships and dependencies with advertising, which in this case is understood as the process whereby firms communicate with the market. It discusses manipulation in online advertising from the viewpoint of social influence and persuasion. The results of the empirical research are presented.
