Cited By
View all- Guo LWilkinson DNamara MPatil KKnijnenburg B(2024)The OPAD-perception framework: measuring perceptions of online personalized advertisingInternet Research10.1108/INTR-01-2023-0078Online publication date: 11-Nov-2024
Ads suit up!: effects of website and advertiser credibility on consumer responses to banner ads
Pages 1803 - 1808
Abstract
Effective communication on the internet is becoming increasingly difficult for advertisers, as they have to compete with many others for user attention. We examine the role of source credibility (specifically website and advertiser credibility) as a means to increase advertising effectiveness. Our results showed that website credibility affects ad credibility, whereas advertiser credibility also enhances attitude toward the brand, and users' purchase intention. Based on these findings, we discuss implications and opportunities for future research on online advertising.
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Index Terms
- Ads suit up!: effects of website and advertiser credibility on consumer responses to banner ads
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Published In
April 2013
3360 pages
ISBN:9781450319522
DOI:10.1145/2468356
- General Chair:
- Wendy E. Mackay,
- Program Chairs:
- Stephen Brewster,
- Susanne Bødker
Copyright © 2013 Copyright is held by the owner/author(s).
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Published: 27 April 2013
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Cited By
View all- Guo LWilkinson DNamara MPatil KKnijnenburg B(2024)The OPAD-perception framework: measuring perceptions of online personalized advertisingInternet Research10.1108/INTR-01-2023-0078Online publication date: 11-Nov-2024
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