Survey of Internet users' attitudes toward Internet advertising

Schlosser, Ann E.; Shavitt, Sharon; Kanfer, Alaina

doi:10.1002/(sici)1520-6653(199922)13:3<34::aid-dir3>3.3.co;2-i

Cited by 77 publications

(97 citation statements)

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“…Zanot, 1981;Alwitt and Prabhaker, 1994;Mittal, 1994). Schlosser and colleagues reported that attitudes toward Internet advertising are affected by enjoyment, informativeness, and the advertisement´s utility for making behavioral (purchasing) decisions (Schlosser et al, 1999). In turn, Braket and Carr based its study on the premise that the perceived entertainment, informativeness, irritation, and credibility of an advertisement affect the way consumers evaluate it (Brackett and Carr, 2001).…”

Section: Conceptual Backgroundmentioning

confidence: 99%

Entertainment and Informativeness as Precursory Factors of Successful Mobile Advertising Messages

Flavián¹,

Blasco²,

Azorín³

2010

CIBIMA

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The use of mobile advertising allows marketers to directly communicate with their consumers anytime and anyplace. However, it is unknown which is the best way to build these advertisements in order to positively affect attitudes' formation and consumers' behavior. Thus we suggest utilitarian (informativeness) and hedonic aspects (entertainment) of mobile messages in order to investigate how these aspects affect consumers´ attitudes, to value the effect of general opinion about advertising on mobile attitudes, and to study the relationship between attitudes and behavioral intentions in mobile environments. The empirical analysis is based on data collected from 429 users of different countries and the use of structural modeling techniques. Firstly the results suggest that the entertainment and informational aspects perceived by consumers in mobile advertising affect their attitudes. Secondly there is an impact of general opinion about advertising on mobile attitudes. Finally there is also a positive and direct influence of attitudes on behavioral intentions. The research also includes several managerial implications, limitations and future research lines.

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Section: Conceptual Backgroundmentioning

confidence: 99%

Entertainment and Informativeness as Precursory Factors of Successful Mobile Advertising Messages

Flavián¹,

Blasco²,

Azorín³

2010

CIBIMA

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“…A similar view is reported in Shavitt et al ., () for general advertising—where only about half declare belief that ads are truthful in terms of quality and performance—and Schlosser, et al . () for internet advertising. Such views are quite in keeping with the idea that brands are markers of consistency (but not level) of quality.…”

Section: Economic Viewsmentioning

confidence: 99%

“…The same data show that the current level of trust in the advertising industry at 20% is only slightly above that of the alcohol industry and falls below even that for the government (25%) and banks (29%) despite the persistent financial crisis that prevailed at the survey date (Credos, ). Such concerns have not only been expressed for general advertising but also in respect of internet ads (Schlosser et al ., ) and mobile phone ads (Tsang et al ., ). The view forecast in Gates et al .…”

Section: Introductionmentioning

confidence: 99%

Advertising's Elusive Economic Rationale: Public Policy and Taxation

Driver

2015

Journal of Economic Surveys

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Abstract. Advertising and its effects have been debated for well over a century. In the last few decades a generally sceptical view of the benefits of advertising has been overturned by a series of academic advances in economics that detail a variety of ways in which advertising may affect the economy and society. This academic work has however been paralleled by a growing popular and political opposition to advertising and its social effects. In this paper, the positive economic case for advertising is challenged by an assessment of the main channels of its influence and by a review of the associated empirical findings on its economic and wider impact. A policy response of limiting the tax deductibility of business advertising is explored.

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“…Consumers' attitudes to online advertising are critical for advertising effects. Some researchers consider that the first factor consists of items related to the value or effectiveness of advertising in meeting consumers' needs—that is, the more informative and entertaining the advertising is, the more useful the advertising is for motivating consumers to make purchase decisions (Schlosser et al ., ; He, ). Pavlou and Stewart () suggested the measurement of advertising effects with notions that recognize the active role of consumers in interacting with advertising and the advertiser.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Streaming Media Advertising: An Empirical Study

et al. 2013

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This study utilized the eye-tracking technology to investigate consumers' behavioral responses in three different streaming media advertising forms. Thirty-two undergraduates and postgraduates participated in this study, and their eye-movement data were collected as they viewed four different types of streaming media advertisements on Web pages coded in Chinese. Considering audiences' online status, both browsing scenario and information search scenario are designed. Through analysing the impact of advertisement forms on audience by using the two-way analysis of variance, the results show that (i) audiences are more sensitive to streaming media advertising when they are in the information search scenario; (ii) ordinary floating layer advertising and Tear Page Advertising capture more attention than iTouch and hurdles advertising; and (iii) the play time do affect audiences' response to streaming media advertising. Detailed discussions on results and suggestions for future studies are provided in this paper.

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Survey of Internet users' attitudes toward Internet advertising

Cited by 77 publications

References 0 publications

Entertainment and Informativeness as Precursory Factors of Successful Mobile Advertising Messages

Entertainment and Informativeness as Precursory Factors of Successful Mobile Advertising Messages

Advertising's Elusive Economic Rationale: Public Policy and Taxation

Streaming Media Advertising: An Empirical Study

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