Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads

Belanche, Daniel; Flavián, Carlos; Pérez-Rueda, Alfredo

doi:10.1016/j.intmar.2016.06.004

Cited by 215 publications

(236 citation statements)

References 90 publications

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“…The most striking differences between platforms are in the negative emotions dimension, where advertising on YouTube, Facebook, and Twitter scores highest. For YouTube, an explanation might be that advertising in this platform is unavoidable and often intrusive for users; on many occasions, users have to wait several seconds to be able to skip the ad and continue to the video content (see Belanche, Flavi an, and P erez-Rueda 2017). Furthermore, advertising on Instagram is experienced as more entertaining compared to other platforms; advertising on GoogleC stands out for practical use; and advertising on Pinterest is found to stimulate users and provide topicality (see Phillips, Miller, and McQuarrie 2014).…”

Section: Resultsmentioning

confidence: 99%

Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type

Voorveld

Noort

Muntinga

et al. 2018

Journal of Advertising

492

288

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Section: Resultsmentioning

confidence: 99%

Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type

Voorveld

Noort

Muntinga

et al. 2018

Journal of Advertising

492

288

View full text Add to dashboard Cite

“…Online advertising has become extremely popular in recent years. For example, banner ads, pop-up ads, sponsorships, pay-per-click ads, text link ads, advergame, and button advertising are flooding in the webpages (Belanche, Flavián, & Pérez-Rueda, 2017;Chiu, Lo, & Hsieh, 2017;Duff & Faber, 2011). These ads help enterprises build advertisement awareness, brand awareness, brand image, and intent to purchase (Chiu, 2019;Hsu, Chang, Kuo, & Cheng, 2017;Hwang & Jeong, 2016;Kang, 2019).…”

Section: Introductionmentioning

confidence: 99%

“…It is interesting to understand how to increase viewers' advertising viewing. For example, previous studies have discussed the influence of size and dynamic of advertising (Kuisma, Simola, Uusitalo, & Öörni, 2010), the placement of advertising (Faber, Lee, & Nan, 2004;Kim, Youn, & Yoon, 2019) and the content and design (Belanche et al, 2017;Namin, Hamilton, & Rohm, 2020) on click-through rate and purchase intention (Baltas, 2003). Moreover, when banner advertising is consistent with the website context, it will induce more favorable towards the advertising (Romaniuk & Wight, 2009).…”

Section: Introductionmentioning

confidence: 99%

Using Eye-Tracking to Measure the Influence of Banner Ads’ Browsing Behavior and Attitude on Host Websites

Chiu

Chang

2020

CMR

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This study used the spillover effects and the reversal theory to examine the impact of website banner on the advertising attitude. This study recruited 146 volunteers to test on a computer program with an eye-tracking device. All participants' eye movements data were recorded and analyzed, and this study also used a psychological scale to measure the participants' attitudes. Results showed that if an advertising banner arouses the viewer's negative attitude, the negative attitude does spill over to the host website. When a viewer has a negative attitude toward a host website, his/her fixation time and revisits intention of the host website will significantly reduce. These findings not only help advertisers in planning advertising strategies but also provide some valuable implications for the website developers.

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“…Literature suggests that communication cues can have psychological implications for the consumers (Raza, Bakar, & Mohamad, 2018). For instance, promotional messages containing eco-friendly labels and signs serve as the non-verbal cues for the consumers (Belanche, Flavián, & Pérez-Rueda, 2017). These non-verbal cues can lead towards the positive evaluation of the product in question through a cognitive process.…”

Section: Eco-labelsmentioning

confidence: 99%

The Impact of Personal and Cultural Factors on Green Buying Intentions with Mediating Roles of Environmental Attitude and Eco-Labels as Well as Gender as a Moderator

Hasnain¹,

Raza²,

Qureshi³

2020

SAJMS

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The purpose of this paper is to examine the impact of personality traits of consumers regarding their green buying intention by measuring the mediation effects of eco-labels and environmental attitude along with the moderation of gender. To the researchers' best knowledge, there is a lack of research in developing countries in explaining influence of rarely researched factor such as loyalty proneness on green buying intention. To uncover this gap, using survey method data from a sample of 434 has been collected through a structured questionnaire distributed among employees of the different national and multinational companies. Findings suggest that consumer personality traits except collectivism have a significant impact on Green buying intention. Furthermore, mediation of ecolabels and environmental attitude along with moderation of gender has a strong impact on consumer's green buying intention. These findings depicted that green market is evolving in developing countries, so it has created an open avenue for marketers to better grab the opportunities from green products and focus on establishing that new category of green products in Pakistan. Moreover, present study helps to eliminate the research gap by evaluating the interaction effect of gender with environmental attitude and eco-labels on green buying intention.

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Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads

Cited by 215 publications

References 90 publications

Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type

Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type

Using Eye-Tracking to Measure the Influence of Banner Ads’ Browsing Behavior and Attitude on Host Websites

The Impact of Personal and Cultural Factors on Green Buying Intentions with Mediating Roles of Environmental Attitude and Eco-Labels as Well as Gender as a Moderator

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