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.2017.085654

Cited by 24 publications

(26 citation statements)

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“…Consumers' attitudinal response to advertisements in general and online ads, in particular, is mixed (Le and Vo 2017;Shavitt et al 1998;Schlosser et al 1999), yet it is considered an important contributing factor when investigating online consumer behavior (Ducoffe and Carlo 2000;Mehta 2000;Osakwe and Chovanocva 2015;Paliwoda et al 2007). Some consumers have ill-feelings about online ads, others may be indifferent to online ads, while some have positive perceptions about online ads.…”

Section: Perceived Usefulness Of Online Adsmentioning

confidence: 99%

The Influence of Price Comparison Websites on Online Switching Behavior: A Consumer Empowerment Perspective

Kwarteng¹,

Jibril²,

Botha³

et al. 2020

Lecture Notes in Computer Science

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While online price comparison websites have burgeoned, there is scant understanding of how they influence online consumer behavior. This study addresses this gap in the literature by investigating the influence of price comparison websites on online switching behavior, and also suggests some additional factors that may be considered when looking at this relationship. We argue that shopper innovativeness, their perceived usefulness of the ad, and their customer service experience consciousness are important factors to consider when evaluating the impact of price comparison websites on eSwitching behavior. We also argue that the most appropriate theoretical lens through which to investigate this relationship is that of the consumer empowerment paradigm. A conceptual model is proposed and tested. Our analysis of 345 sample respondents finds that perceived usefulness of ads and customer service experience expectations are important enablers to price comparison websites use. Similarly, we find that shopper innovativeness and customer service expectations, in addition to price comparison websites use, are significant enablers to eSwitching behaviour. However, contrary to prediction, we find that shopper innovativeness has little to no influence on shoppers' use of price comparison websites; we also observed similar patterns concerning the link between the perceived usefulness of online ads and eSwitching behaviour. In conclusion, our research contributes to better understanding the influence of price comparison websites on online switching behavior, and the factors that might influence this relationship.

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Section: Perceived Usefulness Of Online Adsmentioning

confidence: 99%

The Influence of Price Comparison Websites on Online Switching Behavior: A Consumer Empowerment Perspective

Kwarteng¹,

Jibril²,

Botha³

et al. 2020

Lecture Notes in Computer Science

View full text Add to dashboard Cite

show abstract

“…Researchers who focus on the web user's attitude towards web advertisement found out that irritation has a negative impact on attitude (Tsang et al, 2004). According to Le & Vo (2017), web users perceive pop-up ads as confusing, deceptive, and annoying.…”

Section: Irritatingmentioning

confidence: 99%

“…According to Wang & Sun (2010), the primary reason for using a university student sample is based on the assumption that they have easy access to the internet and hence are more likely to be exposed to online advertising. Further, Le and Vo (2017) stated that young people probably spend more time on the internet and have the ability to understand the new display advertising concepts rather than older people.…”

Section: Irritatingmentioning

confidence: 99%

“…Before the emergence of the internet, firms used traditional advertising media such as television, radio, or newspaper to reach the target audience, aware of the public about their products, and increase sales. Modern-day technology advancement has enabled modern channels and platforms for advertising, such as website advertising, email advertising, mobile advertising, and SMS advertising (Le & Vo, 2017). When a user opens one of those web sites, a pop-up ad will appear automatically in a separate window on the top of the content the user is viewing and will stay on the screen until the user closes it.…”

Section: Introductionmentioning

confidence: 99%

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Web Users’ Attitude Toward Pop-Up Advertisements in Western Province of Sri Lanka

Katuwandeniya

Abeywardana

2019

RBAOS

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Advertisers have been able to expose to modern channels and modern platforms of advertising. This enables to create an immediate global presence and generate greater value to the companies. Among these modern platforms, the internet act as a communication medium that allows companies to create awareness, provide information, and influence others. Therefore companies increasingly saw the internet as an important medium through which advertising messages can be directed towards consumers. Using a self-administered questionnaire, a survey study was conducted, and data were collected from 360 university students of four major universities in Western Province. The findings of the study revealed that only entertaining and irritating factors impact on attitude toward pop-up ads. While entertaining factor positively impacts on attitude, irritating factor negatively impacted on the attitude towards pop-ups. Critical consideration by companies before choosing a pop-up as their advertising mode is needed as web users' negative attitude towards it can impact adversely. Further, it will be helpful for advertisers to create more attractive and user-friendly pop-up advertisements.

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“…The study addresses a research lacuna in the field of advertisements by small businesses in Pakistan. The relationship of entertainment and consumers' attitude towards marketing through various mediums has been discussed extensively (Anam & Faiz, 2016;Azeem & ul Haq, 2012;Dutt, Zaheer, & Salim, 2017;Faiz, Awan, Asad, & Anam, 2017;Le & Vo, 2017;Mir, 2012). However, there is a dearth of empirical studies on the relationship of entertainment and consumers' attitude towards LACA in Pakistani context.…”

Section: Introductionmentioning

confidence: 99%

Understanding Local Cable Advertisements for Small Businesses

Faiz

Asad

Paracha

et al. 2019

JMR

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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.

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

Cited by 24 publications

References 0 publications

The Influence of Price Comparison Websites on Online Switching Behavior: A Consumer Empowerment Perspective

The Influence of Price Comparison Websites on Online Switching Behavior: A Consumer Empowerment Perspective

Web Users’ Attitude Toward Pop-Up Advertisements in Western Province of Sri Lanka

Understanding Local Cable Advertisements for Small Businesses

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