Title: Impacts of Website Context Relevance on Banner Advertisement Effectiveness
Abstract:This study examines how the Internet context (website) within which advertisements (banners) are embedded influences ad effectiveness. Respondents evaluated banners after they reviewed a website in wh...This study examines how the Internet context (website) within which advertisements (banners) are embedded influences ad effectiveness. Respondents evaluated banners after they reviewed a website in which a contextually relevant banner and a contextually irrelevant banner were placed. Results suggest that (1) a contextually relevant banner induced more favorable evaluation and a greater purchase intention toward advertised products than a contextually irrelevant counterpart, and (2) neither a contextually relevant banner nor a contextually irrelevant banner was recalled with better accuracy than the other banner. These findings provide implications for future consumer research and website promotion.Read More
Publication Year: 2010
Publication Date: 2010-07-07
Language: en
Type: article
Indexed In: ['crossref']
Access and Citation
Cited By Count: 44
AI Researcher Chatbot
Get quick answers to your questions about the article from our AI researcher chatbot