Adverse selection in light of the research of declaratory recipients of ads (e-consumers)

This chapter begins the analysis by describing the data analysis procedure in quantitative e-consumer research. First, it describes the research sample. Next, using the quantitative data obtained, the chapter looks at respondents' experiences of using the Internet and the ways they access it. It analyses and evaluates e-consumers' perceptions of the intentions of advertisers and of advertising messages, including information asymmetry in online advertising and the credibility and trustworthiness of online advertising. The chapter presents the results of quantitative research conducted on a representative group of Poles. Collecting leads, and therefore contact data (particularly e-mail addresses), is likewise an important aspect of content marketing strategy in online marketing communication. In exchange for signing up to mailing lists, firms make reports, e-books, or training programmes available to Internet users free of charge. The elaboration of the analytical constructs led us to verify the adopted research hypotheses.