Title: Internet Advertising: An Assessment of Consumer Attitudes
Abstract:ABSTRACT Given the increasing popularity of the Internet as a medium to convey advertising messages, limited empirical research has been published concerning Internet consumers' attitudes to advertisi...ABSTRACT Given the increasing popularity of the Internet as a medium to convey advertising messages, limited empirical research has been published concerning Internet consumers' attitudes to advertising on the Internet. This paper investigates consumer attitudes to Internet advertising, and specifically focuses on Internet users' beliefs and attitudes about Internet advertising. Based on a primary structure of beliefs and attitudes about advertising, the research identified the existence of relationships between Internet users' attitudes towards advertising and their online experience, and a strong negative attitude to advertising in general and the societal effects of advertising, in particular.Read More
Publication Year: 1999
Publication Date: 1999-06-01
Language: en
Type: article
Indexed In: ['crossref']
Access and Citation
Cited By Count: 13
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