Title: Multiple banner advertisements: A proposed model of consumers' behavioural responses
Abstract:Although a large number of research studies have been conducted measuring consumers’ click-though responses to banner advertisements, the responses are measured on a single advertisement. However, mos...Although a large number of research studies have been conducted measuring consumers’ click-though responses to banner advertisements, the responses are measured on a single advertisement. However, most people who go on-line are exposed to banner advertisements multiple times during Web navigation, and it is not known how consumers respond to multiple exposures. Therefore, the purpose of this research is to propose a theoretical model identifying the impact of multiple banner exposure on consumers’ clickthrough responses. Based on the theoretical model, a number of propositions are developed and theoretical as well as managerial implications are discussed.Read More
Publication Year: 2006
Publication Date: 2006-01-01
Language: en
Type: article
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