Web home pages as advertisements

Singh, Surendra; Dalal, Nikunj

doi:10.1145/310930.310978

Cited by 139 publications

(104 citation statements)

References 3 publications

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“…Attitude towards the screen design is defined as users' perception of the favorableness of the website's screen design; while attitude towards using the website is defined as the users' perception of their willingness to use the website for future purchases. These measures are also consistent with the website design framework proposed by Singh and Dalal (1999) relating to how well a website satisfies users' information goals and generates positive attitudes among users.…”

Section: Dependent Variablessupporting

confidence: 75%

Designing product listing pages on e-commerce websites: an examination of presentation mode and information format

Hong

Thong

Tam

2004

International Journal of Human-Computer Studies

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Web interface design is of enduring interest to researchers as online shopping on the Internet continues to grow. Prior research has shown that the design of product listing pages, where information on multiple products are displayed together to allow further exploration of any of them, has a great influence on the traffic and sales volume on a website. In this paper, we focus on two design features, presentation mode and information format, and examine their impact on users' interaction with websites. An experiment was conducted to compare text-only versus image-text presentation modes, based on the dual coding theory, and list versus array information formats, based on the proximity compatibility principle. In general, the findings support the application of the dual coding theory and the proximity compatibility principle to the e-commerce domain. Specifically, the image-text presentation mode and the list information format were found to outperform the text-only presentation mode and the array information format respectively in terms of shorter information search time, better recall of brand names and product images, and more positive attitudes towards the screen design and using the website.Given the same information content, the spatial arrangement of products and the hierarchical placement of images can make a difference to users' online shopping performance and attitudes.

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Section: Dependent Variablessupporting

confidence: 75%

Designing product listing pages on e-commerce websites: an examination of presentation mode and information format

Hong

Thong

Tam

2004

International Journal of Human-Computer Studies

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“…The advertising literature shows that message appeal design (i.e., emotional versus rational) is a primary strategic consideration (Singh & Dalal, 1999;Stafford, 2005). Rational advertising assumes that consumers make rational decisions.…”

Section: Emotional and Rational Appeals In Csr Communicationmentioning

confidence: 99%

Effects of message appeal and service type in CSR communication strategies

Andreu

Casado‐Díaz

Mattila

2015

Journal of Business Research

125

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Studies highlight the importance of corporate social responsibility (CSR) for companies' stakeholders. Consumers, however, are often unaware of such initiatives. Understanding how to effectively communicate socially responsible initiatives is an important challenge for both researchers and managers, who invest considerable resources in CSR initiatives. This study examines consumers' responses to two types of CSR initiatives (environment-related and employee-based) using two types of message appeals (emotional and rational) across two service types (hedonic and utilitarian). Consumers' responses provide data on their awareness of CSR initiatives, attitude toward the company, perceived firm uniqueness, emotional response, and attributions of company motives to engage in CSR activities. Rational appeals more effectively communicate environment-related CSR initiatives, whereas emotional appeals more effectively communicate employee-based CSR initiatives. Effects on consumers' attributions of company motives to engage in CSR are significant in both service types. Finally, rational message appeals affect consumers' CSR awareness and emotional responses, but only in utilitarian service.

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“…The effectiveness of interactive media can also be measured in terms of exposure assessment and commitment in terms of time spent viewing the advertising (Bezjian, Calder and Iacobucci, 1998). Other researchers propose measures of awareness and memory (Briggs and Hollis, 1997), assessments of emotional responses in terms of attitude (Raman and Leckenby, 1998;Cho Lee and Tharpe, 2001;Chtourou et Chandon, 2002 ;Shura Abida and Ben Dahmene Mouelhi, 2003) and behavioral responses measured by direct click-through rate (Briggs and Hollis, 1997;Hofacker and Murphy, 1998;Lendrevie 2000, Broussard, 2000Cho Lee and Tharpe, 2001) and indirect in terms of intent and purchase behavior (Briggs andHollis, 1997, Singh andDalal, 1999). …”

Section: Effectiveness Of Advertising On the Webmentioning

confidence: 99%

The Effectiveness of Internet Advertising through Memorization and Click on a Banner

Nihel¹

2013

IJMS

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The development of the Internet tool was accompanied by a business turnaround which has deep effects on the rules of marketing and particularly the company-customers relationships. The graphical interface that the Web can create between the company and its customers promotes its use as a medium of marketing communication.The advantages of e-communication are endless for companies, including timeliness, cost and interactivity. However, users are daily confronted with large masses of information which may affect the issue of effectiveness of this form of communication. It is therefore necessary to know whether the information transmitted is accessed and if it achieves the objectives associated with it. In other words, to what extent the internet communication is effective. In this research, efficiency is studied through two indicators: the advertising memorization and the click on the banner advertising. The empirical study was conducted on a sample of 200 Internet users. The statistical analysis used is descriptive analysis and logistic regression. The main empirical results show that memory is largely affected by the location in the screen, size and animated banner advertising. As for the "click", it is related to the colors used in the banner, size and clarity of the message.

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Web home pages as advertisements

Cited by 139 publications

References 3 publications

Designing product listing pages on e-commerce websites: an examination of presentation mode and information format

Designing product listing pages on e-commerce websites: an examination of presentation mode and information format

Effects of message appeal and service type in CSR communication strategies

The Effectiveness of Internet Advertising through Memorization and Click on a Banner

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