Determinants of consumers’ attitudes towards digital advertising – A meta-analytic comparison across time and touchpoints

Lütjens, Henk; Eisenbeiß, Maik; Fiedler, Marcel; Bijmolt, Tammo H. A.

doi:10.1016/j.jbusres.2022.07.039

Cited by 9 publications

(6 citation statements)

References 191 publications

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“…In contrast, we placed the banners within the news content of the Web page, as many websites currently use this format. A recent meta-analysis found that consumers are becoming more accustomed with intrusive elements in online settings, decreasing the impact of irritation on consumers’ attitude (Lütjens et al , 2022). Thus, we suggest brands embed their ads in the content of a page instead of traditional locations due to its positive effect in ad recognition.…”

Section: Discussionmentioning

confidence: 99%

Does banner advertising still capture attention? An eye-tracking study

Simonetti

Bigné

2023

SJME

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Purpose The purpose of this study is to investigate how much visual attention is given to banner ads embedded in Web page content dependent on whether the user’s task is goal- or not goal-oriented, as well as the interplay between attention, banner location, banner click and banner recognition. Design/methodology/approach The authors used a within-subjects design where 100 participants performed two tasks – reading a news and finding where to click next – on a Web page containing three banner ads embedded into the website content. The authors gathered behavioral and eye-tracking data. Findings Consumers disregard banner ads when they are performing a focused task (reading news). Visual attention paid to the banners while reading – but not while free browsing – and banner location do not impact ad clicking. In addition, it is not necessary to pay full attention to a banner ad to be able to recognize it afterward. Practical implications The strategy of embedding banners in the main content of a Web page leads to higher visual attention when consumers are browsing a Web page compared to a focused task (e.g. reading). It also increases ad recognition over time compared to benchmark levels for ads placed in traditional positions. Originality/value Previous studies mainly assessed effectiveness of banners located at the top or lateral of a Web page. The authors used eye tracking as an objective measure of visual attention to banner ads embedded in Web page content and behavioral metrics to assess ad interest and measured ad recognition over time.

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Section: Discussionmentioning

confidence: 99%

Does banner advertising still capture attention? An eye-tracking study

Simonetti

Bigné

2023

SJME

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“…It is also necessary for efforts such as indirect sales, promotion of products, public relations activities, after-sales support, and improvement of business processes. In addition, regulations regarding the privacy and security of consumers are of high priority (Lütjens et al, 2022). According to measurement, a purchase is made if the banner ad is shown four hundred times (Ilkhomovna & Shokhrukhovich, 2022, p. 148).…”

Section: The Effect Of Banner Adsmentioning

confidence: 99%

“…Consumers' internet experience increases; they become more accustomed to this type of advertisement. Thus, these adverse reactions tend to decrease over time (Lütjens et al, 2022). According to Devam (2019:137), people click on the banner ad out of curiosity but do not purchase it due to trust problems.…”

Section: The Effect Of Banner Adsmentioning

confidence: 99%

“…This means that in-game banners (with 3% click-through rate) are more effective than standard display banners (0.10%), Facebook ads (0.03% to 0.11%), and media banners (0.12%) show that many clicks (Gamned, 2021). In conclusion, It is recommended to give importance to informative, entertaining, and convincing content that remains valid for 20 years in banner advertisements (Lütjens et al, 2022).…”

Section: The Effect Of Banner Adsmentioning

confidence: 99%

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Banner Reklam Ve Marka Etki̇si̇

KAFADAR¹,

OĞUZ²,

KARACA³

2023

ASOS

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Banner advertisements are a type of online advertising where the image of the product is placed on a website as moving or fixed and directs the user to the advertised product. The data were collected through an online survey using the snowball sampling method. The design of the study consists of an experimental group (144 participants) and two control groups (138+133=271 participants). The aim of the study is to measure the effectiveness of banner advertising and brand. According to the results of the research, more than half of the participants who watched the video with banner advertisements fully remembered the brand in the unaided recall questions. It has been determined that banner advertising has a negative effect on the beauty of the product, arousing the desire to buy and its quality. It has been seen that the brand has a positive effect in terms of these factors. While it is seen that banner advertisement has a negative effect on the

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“…Even though the study of customer effort was established in the 1940s but was less debatable until 2010 and upwards (Clark & Bryan, 2013). Now, many recent studies have discussed the impact of customer effort, particularly using online touchpoints with customer loyalty, satisfaction, and retention (Hensher & Xi, 2022;Lütjens, Eisenbeiss, Fiedler, & Bijmolt, 2022;Rahman et al, 2022). A recent study by Ardelet and Benavent (2023), stressed that knowledge about customer effort is crucial for organizations because it has a curvilinear effect on customer satisfaction.…”

Section: Introductionmentioning

confidence: 99%

Online touchpoints and customer effort: A comparative study of government and local authorities, businesses, and domestic customers

Zahari,

Esa,

Surbaini

et al. 2023

Nurture

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Purpose: This study aims to investigate if the online touchpoints (e-mail and mobile app) of the leading energy provider in Malaysia and customer effort were significantly different by customer types, name, government and local authorities, businesses, and domestic users. Design/Methodology/Approach: The study uses a primary data set of 281 and 1156 respondents with experience of using e-mail and mobile apps. A stratified sampling technique was used in the current study, and data were analyzed using IBM Statistical Package of Social Science (SPSS) 27.0 for Windows. Frequency, descriptive, reliability tests, and one-way analysis of variance tests was applied to the data. Findings: The findings showed significant differences between one of the variables of e-mail (service quality) and three dimensions of the mobile app (informational, functional, and design quality) with three types of customers. The results also revealed no significant differences between customer types and effort for both online touchpoints. Conclusion: The findings from this study will benefit the managers or practitioners of a leading energy firm and other firms in the energy sector to strategize and utilize the online touchpoints (e-mail and mobile app) functions to serve their numerous types of customers better. Research Limitations/Implications: The current study only focuses on a leading energy firm with two types of online touchpoints. Practical Implications: The Practitioners will be able to enhance the capabilities of online touchpoints and use these tools to efficiently engage consumers and support customer experience, happiness, and loyalty. Contribution to Literature: The current study contributes to the body of knowledge on online touchpoints and customer effort because past literature revealed a limited study on these areas, particularly in the energy sector.

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Determinants of consumers’ attitudes towards digital advertising – A meta-analytic comparison across time and touchpoints

Cited by 9 publications

References 191 publications

Does banner advertising still capture attention? An eye-tracking study

Does banner advertising still capture attention? An eye-tracking study

Banner Reklam Ve Marka Etki̇si̇

Online touchpoints and customer effort: A comparative study of government and local authorities, businesses, and domestic customers

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