How Advertising Works on the WWW: Modified Elaboration Likelihood Model

Cho, Chang-Hoan

doi:10.1080/10641734.1999.10505087

Cited by 174 publications

(150 citation statements)

References 7 publications

Supporting

Mentioning

128

Contrasting

Unclassified

Order By: Relevance

“…Ten items were included that were expected to measure Alba. The items incorporated key terms that were used in studies of traditional media (e.g., Ducoffe 1995;Muehling 1987) and that were also used in early studies of web advertising (Cho 1999;Donthu and Garcia 1999;Ducoffe 1996). Based on the feedback from the preliminary study, a few more items were added to reflect the fact that LBA is an innovative new medium but one that could be especially annoying.…”

Section: Main Studymentioning

confidence: 99%

Attitude toward Location-based Advertising

Bruner¹,

Kumar

2007

Journal of Interactive Advertising

142

View full text Add to dashboard Cite

Location-based advertising (LBA) is not new but being able to access it through one's mobile communication device is. Description of this revolutionary advertising medium is provided as well as some opportunities and challenges that come with it. Desperately needed is more scholarly research since in-depth examination of the topic has barely begun. To assist researchers in their investigations, a scale is provided here that is likely to become central to many studies: attitude toward location-based advertising (Alba).Support for the scale's psychometric quality comes from a preliminary study and a twostage analysis of a large, national sample. 2 ATTITUDE TOWARD LOCATION-BASED ADVERTISINGWe are approaching a time when the ability will exist to contact individuals at any time, at any place. This is due to the ubiquity of mobile devices, particularly mobile phones with GPS functionality. The technology holds the potential for marketers to send information and offers to consumers based on their proximity to places where the marketers' products are available.Given the growing ability to reach people in a much more targeted manner than was possible in the past, the next question one must ask is, what do consumers think about it? If consumers have generally positive attitudes toward such advertising, then this could be the very technology that allows m-commerce to kick into high gear. If consumers are generally negative about it then advertisers will have to sell the medium first before they can successfully use it to sell other things.Mobile advertising in general is only beginning to receive scholarly examination.A specific type of mobile advertising, location-based advertising (LBA), has received even less scholarly attention. One purpose of this paper is to describe LBA. To facilitate future studies by academic and industry researchers, a second purpose of this paper is to provide a multi-item scale for measuring the construct. The results of a preliminary study and a two-stage process of refining and testing the scale are reported along with the implications for future research.

show abstract

Section: Main Studymentioning

confidence: 99%

Attitude toward Location-based Advertising

Bruner¹,

Kumar

2007

Journal of Interactive Advertising

142

View full text Add to dashboard Cite

show abstract

“…(2002) explained that internet advertising comprises commercial content paid for by sponsors, designed for audiences, and delivered by video, print, audio, graphics or animation; it may be solicited or unsolicited. Cho (1999) explained the concept of interactivity in internet advertising and emphasized that advertising exposure on the Internet is different from the type that individuals come across in traditional media. Individuals may experience non-voluntary advertisement exposure on television or in any other traditional media; this causes program interruptions and annoyance, thus resulting in negativity toward the media.…”

Section: Attitudes Towards Advertising On the Internetmentioning

confidence: 99%

Hedonic Pleasure and Social Image: The Effectiveness of Internet Advertising

Yaakop¹,

Hemsley‐Brown²

2012

ASS

View full text Add to dashboard Cite

Online travel promotions and campaigns have intensified in recent years and the use of social media sites (SNS) in promoting tourism destinations is also increasingly common worldwide. However, knowledge of the efficacy of this media approach is still somewhat limited but is fundamental and essential as part of employing the Internet as one of the media for advertising purposes, especially for a country that is highly dependent on the tourism industry. Understanding of the functions, mechanisms and uses of internet advertising targeted at international tourism consumers is important, but currently theoretical models are limited to generic perceptions of advertising media across all media and all buying categories. This paper presents the findings from a study which focuses on the advertising belief factors (i.e. product information, hedonic/pleasure, social role/image and falsity/no sense) that significantly explain tourists' attitudes towards advertising specifically, internet advertising. The study reported in this paper is a quantitative survey based on a sample of 425 respondents, 255 are international tourists (60%) and 170 are local visitors (40%). The study reveals other factors which have seldom been reported in previous research. A Internet effectiveness is influenced by the capability of internet advertising to bring fun and entertainment (hedonic/pleasure); and to reflect consumers' social and self image (social role/image). The implications of the study focus on consumers' perceptual shift in terms of media consumption and on the relevance of social network sites (SNS) in promoting tourism destinations. The limitations of the study are also discussed.

show abstract

“…However, this measure presents the limit of being an immediate action that does not reflect a genuine commitment and effectiveness of advertising (Briggs and Hollis, 1997;Zufryden and Drèze, 1998;Chtourou et Chandon, 2002). These limitations have led researchers to develop integrative models to explain the process of persuasive e-advertising incorporating other dimensions to assess its effectiveness (Cho, 1999;Rodgers and Thorson, 2000). In this sense, Kiani (1998) considers three possible levels of effectiveness measurement.…”

Section: The Online Advertising Effectivenessmentioning

confidence: 99%