The Effectiveness of Banner Advertisements: Involvement and Click-Through.
This study indicates that people who are highly involved with a product are more likely to click a banner ad than those with low product involvement. In addition, this study found an interaction effect of peripheral cues (ad size and animation) and level of product involvement on clicking of banner...
| Publicado en: | Journalism & Mass Communication Quarterly Vol. 80; no. 3; pp. 623 - 646 |
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| Formato: | Artículo |
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Association for Education in Journalism & Mass Communication
Autumn2003
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| Acceso en línea: | Ver este registro en EBSCOhost |
| Sumario: | This study indicates that people who are highly involved with a product are more likely to click a banner ad than those with low product involvement. In addition, this study found an interaction effect of peripheral cues (ad size and animation) and level of product involvement on clicking of banner ads; i.e., the positive relationship between peripheral cues and banner clicking is found to be more pronounced among those with low, rather than high, product involvement. Reprinted by permission of the publisher. |
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