Assessing the Effects of Animation in Online Banner Advertising

Yoo, Chan Yun; Kim, Kihan; Stout, Patricia A.

doi:10.1080/15252019.2004.10722087

Cited by 138 publications

(109 citation statements)

References 35 publications

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“…Consequently, it can be concluded that Facebook advertising is congruent with traditional advertising regarding lower levels of the hierarchy-of-effects and communications of effect pyramid models. The findings also substantiate that Facebook advertising yields similar cognitive attitudes compared to Internet advertising in developed countries [10,65,70]. Additionally, it can be theorized that the results of this study were similar to the outcomes of other SNS investigations, which have been conducted in developed countries, thus confirming corresponding cognitive attitudes between emerging nations (such as SA) and first world nations [31,38,39,50,66].…”

Section: Theoretical Implicationssupporting

confidence: 79%

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The influence of Facebook advertising on cognitive attitudes amid Generation Y

Duffett

2015

Electron Commer Res

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Social media has irrevocably transformed the manner in which society communicates and has altered perceptions and attitudes. The proliferation of Facebook usage has connected consumers to each other, to marketers and to brands in a manner that is as inventive, and has altered the world as we know it. However, research on Facebook is still in its infancy in an emerging country such as South Africa. Generation Y is a significant consumer group and, consequently, their attitudes towards social media advertising are of significant importance to marketers. This has triggered the question whether the largest social medium's marketing communications effectively reaches young adults in South Africa, and what influence it has on their cognitive attitudes, which leads to their buying behavior. The results suggest that Facebook advertising has a favorable effect on the awareness and knowledge hierarchy-of-effects model levels amongst Generation Y in South Africa. The research is beneficial to marketers who intend to make use of this powerful conduit to target this vacillating cohort.

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Section: Theoretical Implicationssupporting

confidence: 79%

“…Numerous studies have investigated online advertising effectiveness [10,27,65,70]; however, these studies' focus was on the context of traditional online sites. Traditional online site advertising primarily use banner advertisements and sponsored links, whereas social network advertising (SNA) is often not discernible from user content.…”

mentioning

confidence: 99%

The influence of Facebook advertising on cognitive attitudes amid Generation Y

Duffett

2015

Electron Commer Res

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“…If the concept or belief that audiences respond to advertising, then the distinct nature of the dependent as well as independent variables is unclear. Definitely in actual fact, any kind of responses to any advertisement which include even just attending could be reliant on a number of other factors (Yoo, Kim, & Stout, 2004). However, in a situation that audience select which they attend, then attending act turn out to be a very relevant factor of advertising response (Goldfarb, & Tucker, 2011).…”

Section: Attitude Towards Online Banner Advertisement and Brand Awarementioning

confidence: 99%

“…In achieving this traffic, vibrancy is one of the unique innovational mechanisms of banner advertising, carrying moving images as well as graphics to enhance the presentation of persuasive messages (Ellsworth & Ellsworth, 1995). However, in achieving the interactivity of online banner advertising, a number of high-tech developments which include JAVA script, plug-ins, Flash, in addition to streaming media have contributed (Yoo, Kim, & Stout, 2004). Therefore, interactivity has become an important part of banner adverts for the reason that most animated banner adverts are a sequences of images superimposed on one another to build an illusion of motion (Kalyanaraman & Oliver 2001).…”

Section: Attitude Towards Online Banner Advertisement and Brand Awarementioning

confidence: 99%

“…For advertising scholars, the adaptation and applicability of the traditional advertising theories to online advertising has been of great concern since the advent of online advertising (Yoo, Kim, & Stout, 2004). However, the traditional theories approaches continue to be applicable to the online advertising environment, for the reason that not only do the fundamental goals of online advertising are similar to the goals of traditional advertising (Pavlou & Stewart 2000), but also the theoretical models advanced for traditional advertising have effectively been applied to online advertising (Cho 1999;Rodgers & Thorson 2000).…”

Section: Persuasive Hierarchy Framework and Advertising Campaigns Focmentioning

confidence: 99%

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Impacts of Attitude towards Online Banner Advertisement on Brand Awareness: Insight from Persuasive Hierarchy Model

Busen¹,

Mustaffa²,

Mohamad³

2016

MJSS

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Researchers have noted that the visible progress of online advertising is not as actual as compared to the substantial amount of effort and resources advertisers have devoted into advertising through the digital medium. In view of these challenges, attention has been drawn to the need to examine the role of the dynamism of the antecedents which shape the awareness and performances of brand particularly in the Arab world. Therefore, based on this study's review, the importance and impacts of attitude towards online banner advertisements as an antecedents were identified.Similarly, in situating the antecedent within the model of persuasive hierarchy framework the study was able to explain the impact of awareness on brand performance. In conclusion, the study reviews have highlighted the significance of information on where online banner advertising campaigns should focus, which in turn affords for successful brand.

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Cognitive, affective and conative responses to visual simulation: the effects of rotation in online product presentation

Park

Stoel

Lennon

2008

J of Consumer Behaviour

169

108

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Rotation, one type of visual simulation used to create three-dimensional (3-D) experiences, and currently being used for product presentation on some e-tail websites, may create consumer responses. Therefore, the purpose of this study is to examine the effects of rotation in product presentation on the cognitive, affective, and conative responses of consumers. This study employed a single-factor between-subjects design: product presentation (rotating vs. non-rotating). Causal model analysis showed the influence of rotation in product presentation on perceived information quantity, mood, attitude, and purchase intention. Theoretical and managerial implications, as well as future research directions, are discussed.

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Assessing the Effects of Animation in Online Banner Advertising

Cited by 138 publications

References 35 publications

The influence of Facebook advertising on cognitive attitudes amid Generation Y

The influence of Facebook advertising on cognitive attitudes amid Generation Y

Impacts of Attitude towards Online Banner Advertisement on Brand Awareness: Insight from Persuasive Hierarchy Model

Cognitive, affective and conative responses to visual simulation: the effects of rotation in online product presentation

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