The effect of ad value, ad placement and ad execution on the perceived intrusiveness of web advertisements

Ying, Lou; Korneliussen, Tor; Grønhaug, Kjell

doi:10.2501/s0265048709200795

Cited by 67 publications

(58 citation statements)

References 22 publications

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“…Companies can improve the effectiveness of their communication efforts by adapting their websites, newsletters, emails, and print advertising to fit the customer's unique needs and preferences (Liebermann & Stashevsky, 2009). Furthermore, Ying, Korneliussen, and Grønhaug (2009) showed that personalized ads (i.e., those related to the interests of the viewer) are perceived as less intrusive Furthermore, Ying, Korneliussen, and Grønhaug (2009) showed that personalized ads (i.e., those related to the interests of the viewer) are perceived as less intrusive…”

Section: Résumémentioning

confidence: 99%

The relational benefits of personalized communications in an online environment

Dantas

Carrillat

2013

Can J Adm Sci

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This research investigates how personalized communications enhance customer-company relationships, which ultimately produce favourable marketing outcomes. Two factors were manipulated in an online experiment: the perceived effort made by customers to obtain a personalized newsletter (high vs. low) and the level of relevance of the message (high vs. low). The results indicate that perceived effort positively affects calculative commitment (even more so for highly involved customers), while the level of relevance of the message increases affective commitment. In addition, the interaction between perceived effort and message relevance has significant effects on calculative and affective commitment. Finally, affective commitment partially mediates the relationships between relevance and both loyalty and word-of-mouth intentions. Managerial implications regarding the best usage of personalized communications are discussed.

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Section: Résumémentioning

confidence: 99%

The relational benefits of personalized communications in an online environment

Dantas

Carrillat

2013

Can J Adm Sci

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“…As can be observed in Table 1, the study of ad intrusiveness has frequently focused on several ad formats, a priori considered intrusive, such as pop-ups, interstitials and spam Fuxi et al 2009;Li et al 2002;McCoy et al 2008;Morimoto and Macias 2009;Truong and Simmons 2010;Ying et al 2009). Different advertising formats have been observed providing differing levels of perceived intrusion.…”

Section: Perceived Intrusiveness and Online Advertising Formatsmentioning

confidence: 97%

Online Advertising Intrusiveness and Consumers’ Avoidance Behaviors

Rejón‐Guardia

Martínez–López

2013

Progress in IS

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The proliferation of advertising in all communication media causes consumers to perceive a significant amount of competitiveness between advertised products, as well as to feel overwhelmed by the intrusiveness of their advertisements. When taken together, these dimensions form the concept ''advertising clutter.'' A review of the literature shows that perceived intrusiveness is the main component of the perception of clutter. Advertising clutter can prompt undesired behaviors (e.g., advertising avoidance) as well as attitudes contrary to those that companies' advertising campaigns hope to achieve. It also leads to diminished advertising efficacy in terms of consumer memory, a decrease in positive attitudes towards the message and brand, as well as declined purchasing intention and, therefore, sales. In this article, the main consequences of advertising clutter for consumers in online media are reviewed and discussed. To that end, a theoretical review of this concept and its main dimensions is performed; special attention is paid to the online context. Finally, some practical recommendations and research opportunities are pointed out.

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“…may lead to negative attitudes and intention to play. Likewise, advertisement intrusiveness may result in a negative attitude because of interruption in gameplay and potential flow experience ( Edwards et al, 2002 ; Ying, Korneliussen, & Grønhaug, 2009 ). However, in the context of a fantasy game, Lewis and Porter (2010) indicated that players found incongruent IGA more interfering as compared to congruent advertisements.…”

Section: Hypotheses Formulationmentioning

confidence: 99%

The gamification of in-game advertising: Examining the role of psychological ownership and advertisement intrusiveness

Malhotra

2021

International Journal of Information Management

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Highlights Psychological factors impact gameful experience and the attitudes of online gamers. Gameful experience is positively linked with online gamers’ attitudes. Psychological ownership (PO) and perceived in-game advertisement effectiveness (PAE) positively mediate this path. Online gamers comprehend the effectiveness of in-game advertising. The impact of advertisement intrusiveness can be countered with high PAE and PO.

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The effect of ad value, ad placement and ad execution on the perceived intrusiveness of web advertisements

Cited by 67 publications

References 22 publications

The relational benefits of personalized communications in an online environment

The relational benefits of personalized communications in an online environment

Online Advertising Intrusiveness and Consumers’ Avoidance Behaviors

The gamification of in-game advertising: Examining the role of psychological ownership and advertisement intrusiveness

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