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 |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=507873704&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 507873704 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 10776990 JMY jtl: Journalism & Mass Communication Quarterly issn: 10776990 maglogo: N pubinfo: dt: Autumn2003 vid: 80 iid: 3 pid: 569 pub: Association for Education in Journalism & Mass Communication artinfo: ui: 507873704 ppf: 623 ppct: 23 formats: fmt: – @attributes: type: T – @attributes: type: P size: 5.4MB tig: atl: The Effectiveness of Banner Advertisements: Involvement and Click-Through. aug: au: Cho, Chang-Hoan su: Advertising & psychology Prompts (Psychology) Consumers Internet advertising sug: subj: Advertising & psychology Prompts (Psychology) Consumers Internet advertising ab: 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. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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