Consumer attitude towards website advertising formats: a comparative study of banner, pop-up and in-line display advertisements

Le, Tri D.; Vo, Hien

doi:10.1504/ijima.2017.10006728

IJIMA

2017

DOI: 10.1504/ijima.2017.10006728

|View full text |Cite

Consumer attitude towards website advertising formats: a comparative study of banner, pop-up and in-line display advertisements

Tri D. Le

Hien Vo

Help me understand this report

Search citation statements

Order By: Relevance

Paper Sections

Select...

Citation Types

Supporting

Mentioning

Contrasting

Year Published

2019

2021

Publication Types

Select...

Article5

Relationship

Self Cite0

Independent5

Authors

Journals

Cited by 5 publications

References 22 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

Consumer perceptions of real-time marketing used in campaigns for retail businesses

Tar¹,

Wiid²

2021

IJRBS

View full text Add to dashboard Cite

This research empirically investigates consumers’ perception of real-time marketing as a marketing tool that is increasingly being used by businesses. Based on the review of literature, the paper aims to delve into real-time marketing and explore the elements of real-time marketing that influence consumers' perception of RTM campaigns. This study adopted a quantitative methodology. A total of 201 consumers completed an online survey in Gauteng, South Africa. To identify underlying factors that influence the consumer's perception of various real-time marketing campaigns, exploratory factor analysis was conducted. Descriptive statistic was used to provide a further summary of the basic characteristics of the sample. The research findings indicate that consumers value real-time marketing communication campaigns that offer value. Consumers' perception of value includes any real-time marketing campaign that offers some financial gain in the form of immediate and personalized discounts. This research provides retailers with a greater understanding of what consumers perceive as valuable and what they regard as clutter when it comes to real-time marketing campaigns

show abstract

Consumer perceptions of real-time marketing used in campaigns for retail businesses

Tar¹,

Wiid²

2021

IJRBS

View full text Add to dashboard Cite

show abstract

Consumer Attitude, Behavioral Intention, and Watching Behavior of Online Video Advertising on Youtube

Ramadhani¹,

Suroso²,

Ratono³

2020

JAM

View full text Add to dashboard Cite

Online video advertising is one of the most popular types of internet advertisements. The compliance of the website service provider comes from advertising. However, research is still rarely found that focuses on the attitudes and consumer behavior towards online video advertising. The purpose of this study is to analyze the value of online video advertising on consumer attitudes, behavioral intention, and watching behavior on YouTube. This research uses the internet advertising model and combines it with the Theory of Reasoned Action (TRA). Respondent data were obtained as many as 226 from the distribution of online questionnaires for YouTube users in the Jabodetabek. The analytical tool used in this study is Structural Equation Modeling (SEM). The results of this study indicate that informativeness, entertainment, irritation, and credibility are significant for consumer attitudes. On the other hand, consumers' attitudes towards the advertising also significant for behavioral intention and behavior of watching online video advertisements. In future research, deep subjectivity is needed regarding segmentation and culture.

show abstract

Understanding Local Cable Advertisements for Small Businesses

Faiz

Asad

Paracha

et al. 2019

JMR

View full text Add to dashboard Cite

Consumers' attitude holds central focus in mainstream research in marketing, with abundant research on consumers' attitude towards digital and online advertisements. Yet, there is scarce research on local area cable advertisements of small businesses. This paper aims to examine the determinants of consumers' attitude towards advertisements of local area cable networks. Primary quantitative data from 300 viewers of local area cable channels located in Lahore, Pakistan was collected to examine the hypotheses. Our findings suggest that entertainment and credibility are positively associated with the consumers' attitude towards local cable advertisements. However, ad perception does not show any significant relation with consumers' attitude towards local cable advertisements. These results have significant implications for small businesses in crafting effective promotional policies and strategies for approaching their target consumers. By focusing on the entertainment and credibility factor, small businesses can also position their brands in limited budget.

show abstract

scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.

Contact Info

customersupport@researchsolutions.com

10624 S. Eastern Ave., Ste. A-614

Henderson, NV 89052, USA

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Blog Terms and Conditions API Terms Privacy Policy Contact Cookie Preferences Do Not Sell or Share My Personal Information

Made with 💙 for researchers

Part of the Research Solutions Family.

Consumer attitude towards website advertising formats: a comparative study of banner, pop-up and in-line display advertisements

Cited by 5 publications

References 22 publications

Consumer perceptions of real-time marketing used in campaigns for retail businesses

Consumer perceptions of real-time marketing used in campaigns for retail businesses

Consumer Attitude, Behavioral Intention, and Watching Behavior of Online Video Advertising on Youtube

Understanding Local Cable Advertisements for Small Businesses

Contact Info

Product

Resources

About