Influence of Web Advertising Strategies, Consumer Goal-Directedness, and Consumer Involvement on Web Advertising Effectiveness

Abstract

Determining the best way to utilize on-line media for advertising purposes is a critical question. This research, based on the Elaboration Likelihood Model (ELM), incorporates consumer goal-directedness and involvement as moderators infl uencing when a particular advertising strategy (i.e., variation strategy vs. appeal strategy) will be appropriate for Web advertisements. The results of a laboratory experiment supported the use of ELM in the Web environment and showed how advertising strategies should be designed and implemented in accordance with consumer goal-directedness and involvement to achieve Web advertising effectiveness. The results demonstrated the uniqueness of the Web media and the importance of goal-directedness and consumer involvement in the Web advertising context.

Coercive Tactics and Web Advertising Performance

“…Personal relevance is an advertising inducing agent that has commonly been used in advertising studies regarding argument-based persuasion [10,24,25]. Li et al [9] found that online users who read newspapers or magazines on the web perceive web advertising that are irrelevant to their activity as a disruption or noise.…”

“…Arousal toward an advertisement may express interest, motivation, and identities [10]. Advertisement arousal influences audience's attitudes toward certain product/service and purposes to motivate an audience to adopt a positive behavior.…”

“…This was measured by how well online users focus, recall, and memorize the advertised product, and how they link to the purchasing behavior of a product [10,13]. Researchers asserted that the more that user were exposed to web ads, received information about the advertised brand, or identified with the product in the ad, the higher the performance is to be taken in terms of web ad persuasiveness.…”

“…That is, the subsequent effect on web ad performance could be highly dependent on the type of website to which users are exposed. According to user information-processing behavior in an online environment, goal-directed online users present a lower level of interest towards web ads compared to ordinary web-surfers [10]. For example, online users who visit news websites with the specific purpose of retrieving information are more goal-directed compared to bloggers who are oriented to relaxation purposes such as navigating other people's posts for entertainment.…”

“…For example, online users who visit news websites with the specific purpose of retrieving information are more goal-directed compared to bloggers who are oriented to relaxation purposes such as navigating other people's posts for entertainment. It is likely that the former would negatively evaluate the website when there are web ads that disrupt their activity whereas the latter would be more accepting to ad exposure [10,11]. Therefore, accepting the underlying purpose of the use of the different websites to the measurement of advertising performance would be a more inclusive research attempt.…”