Online Advertising Research in Advertising Journals: A Review

Ha, Louisa

doi:10.1080/10641734.2008.10505236

Cited by 138 publications

(84 citation statements)

References 55 publications

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“…So far, there has been inconclusive fi ndings on consumers' attitudes towards online Ads and how online Ads either directly or indirectly impact on online shoppers' behaviour (Schlosser et al, 1999;Wolin and Korgaonkar, 2003;Ha, 2008;McDonald and Cranor, 2010;Azeem Haq, 2012;Sanje and Senol, 2012;Onay, 2013). This study is one of the very few to empirically investigate the indirect impact online Ads might possibly have on consumer behavior via PCWs.…”

Section: Online Advertisementmentioning

confidence: 99%

Exploring Online Shopping Behaviour within the Context of Online Advertisement, Customer Service Experience Consciousness and Price Comparison Websites: Perspectives from Young Female Shoppers in the Zlínský Region

Osakwe¹,

Chovancová²

2015

Acta Univ. Agric. Silvic. Mendelianae Brun.

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Online shopping behaviour within the context of price comparison websites presents an interesting area of consumer behaviour, yet very little research has been done in this area. Hence, the focus of this paper was to critically explore the impact of online advertisement and customer service experience consciousness on young female shoppers' intention to use price comparison websites as a purchase decision-making tool within the online retail environment. Our sample consisted of 123 female respondents of the Tomas Bata University students in Zlín, Czech Republic. From the sample, we found out using the Partial Least Square approach to Structural Equation Modelling (PLS-SEM) that both online advertisement (Ads) and customer service experience consciousness are directly and positively related to online shoppers' intention to use price comparison websites. Hence, our two stated hypotheses were supported based on the outcome of the structural model. Apparently, customer service experience consciousness is a better predictor of female shoppers' intention to use price comparison websites compared to online advertising. Nonetheless, we have highlighted the need for a further research based on the study's limitations.

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Section: Online Advertisementmentioning

confidence: 99%

Exploring Online Shopping Behaviour within the Context of Online Advertisement, Customer Service Experience Consciousness and Price Comparison Websites: Perspectives from Young Female Shoppers in the Zlínský Region

Osakwe¹,

Chovancová²

2015

Acta Univ. Agric. Silvic. Mendelianae Brun.

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“…Unsurprisingly, a primary theme in Web site research is the examination of the effect of interactive Web site features on Web site users (Ha, 2008;Kim & McMillan, 2008). Although interactivity is regarded as a central attribute of so-called new media in computer-mediated communication literature, the concept has been widely debated.…”

Section: Interactivity In Political Web Sitesmentioning

confidence: 99%

Return on interactivity? The characteristics and effectiveness of Web sites during the 2010 Dutch local elections

Noort

Vliegenthart

Kruikemeier³

2016

Journal of Information Technology & Politics

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This article examines the use of interactive features (i.e., discussion and participation features) on the Web sites of Dutch political parties during the 2010 local elections campaign and investigates whether a relationship exists between interactivity and election results. A manual content analysis of 2,135 party Web sites demonstrates that Web sites from national parties that compete in local elections are more interactive than those of independent local parties. Furthermore, for elections in larger municipalities, the parties' Web sites use more interactivity. Most interesting, a positive association between interactivity and election results is established when controlling for previous elections and national trends.

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“…Rau et al [21] concluded that moderate exposure led to significantly more positive attitudes towards the web ads than high exposure. Another coercive tactic is the perception of web page clutter created by multiple web ads [2,16,20]. Web page clutter is defined as the amount of advertisement content that is concentrated on a single page [20].…”

Section: Hypothesis 1 (H1) Advertising Relevance Has a Positive Inflmentioning

confidence: 99%

“…and the ability of an advertiser to more flexibly control target exposure and frequency [1]. Moreover, web advertising enhances the convenience and immediacy of information searches for online users [2].…”

Section: Introductionmentioning

confidence: 99%

Coercive Tactics and Web Advertising Performance

2017

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By questioning contemporary coercive or intrusive web advertising activities, this study sheds light on the recent conditions of web advertising by focusing on a comprehensive process that leads to web ad performance. A total of 400 questionnaires were distributed by the principal investigators of this study. 170 were returned from 200 distributed questionnaires given in South Korea and 100 were returned from 200 distributed questionnaires in China. The responses total 248 out of 400 distributed questionnaires. The relationships among the measured factors are analyzed by the structural equation modeling method. Results show that the use of web ad tactics often leads to negative consequences, creating a user present avoidance behavior condition towards both the ad and ad-hosting website. In terms of the performance of the ad-hosting website, website retention was strongly influenced by content blocking. In addition, the results of the comparative test suggest that the influence of avoidance on advertising performance is stronger among users of newspaper websites than e-commerce websites.

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Online Advertising Research in Advertising Journals: A Review

Cited by 138 publications

References 55 publications

Exploring Online Shopping Behaviour within the Context of Online Advertisement, Customer Service Experience Consciousness and Price Comparison Websites: Perspectives from Young Female Shoppers in the Zlínský Region

Exploring Online Shopping Behaviour within the Context of Online Advertisement, Customer Service Experience Consciousness and Price Comparison Websites: Perspectives from Young Female Shoppers in the Zlínský Region

Return on interactivity? The characteristics and effectiveness of Web sites during the 2010 Dutch local elections

Coercive Tactics and Web Advertising Performance

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