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RELEVANCE TO THE RESCUE: CAN "SMART ADS" REDUCE NEGATIVE RESPONSE TO ONLINE AD CLUTTER?

Search-engine marketing, sponsored-links services, and smart advertisements provide information relevant to content being consumed at any moment by an Internet user. Can they alleviate negative reactions to ad clutter on Web sites? We investigated whether or not relevance of such ads moderates negat...

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Publicado en:Journalism & Mass Communication Quarterly Vol. 87; no. 2; pp. 346 - 363
Autores principales: Kim, Nam Young, Sundar, S. Shyam
Formato: Artículo
Publicado: Sage Publications Inc. Summer2010
Materias:
Search engines
Internet advertising
Relevance
Internet marketing
Electronic commerce
Search engine optimization
Acceso en línea:Ver este registro en EBSCOhost