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...
| Publicado en: | Journalism & Mass Communication Quarterly Vol. 87; no. 2; pp. 346 - 363 |
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| Autores principales: | , |
| Formato: | Artículo |
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Sage Publications Inc.
Summer2010
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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=hlh&AN=53728053&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 53728053 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 10776990 JMY jtl: Journalism & Mass Communication Quarterly issn: 10776990 maglogo: Y pubinfo: dt: Summer2010 vid: 87 iid: 2 pid: 344 pub: Sage Publications Inc. artinfo: ui: 53728053 10.1177/107769901008700208 ppf: 346 ppct: 17 formats: fmt: @attributes: type: P db: ssf ui: 510009983 tig: atl: RELEVANCE TO THE RESCUE: CAN "SMART ADS" REDUCE NEGATIVE RESPONSE TO ONLINE AD CLUTTER? aug: au: Kim, Nam Young Sundar, S. Shyam affil: Manship School of Mass Communication, Louisiana State University Distinguished professor and co-director of the Media Effects Research Laboratory, College of Communications, The Pennsylvania State University, and World Class University (WCU) Visiting professor of Interaction Science, Sungkyunkwan University in Seoul, South Korea su: Search engines Internet advertising Relevance Internet marketing Electronic commerce Search engine optimization sug: subj: Search engines Internet advertising Relevance Internet marketing Electronic commerce Search engine optimization ab: 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 negative effects of ad clutter on consumers' attitudes toward ads and Web sites. All subjects (N = 13) were exposed to all conditions of a 2 (cluttered; uncluttered) X 2 (relevant; irrelevant) factorial within-subjects experiment. Results showed significant main effects for ad clutter and ad relevance as well as interactions of the two on consumers' attitudes. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y dt: @attributes: year: 2010 holdings: @attributes: islocal: N |
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