Determinants of consumers’ attitudes towards digital advertising – A meta-analytic comparison across time and touchpoints
TL;DR: In this article , the authors synthesize the findings of over two decades of research from 88 empirical studies regarding four well established and theoretically rooted determinants on consumers' attitude towards digital advertising: informativeness, entertainment, irritation, and credibility.
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Abstract: By means of a meta-analysis, we synthesize the findings of over two decades of research from 88 empirical studies regarding four well established and theoretically rooted determinants on consumers’ attitude towards digital advertising: informativeness, entertainment, irritation, and credibility. Among other findings, we show that the effects of these determinants have changed over the past 20 years as the internet has developed. We also find that the effects differ depending on which type of online touchpoint was considered. In particular, we differentiate between the most prominent online touchpoints: email advertising, social media advertising, search engine advertising, web display banner advertising, electronic word-of-mouth communication, and corporate website advertising. Additionally, we extend the well-established determinants by more recent ones accounting for the ongoing digitalization and advances in online touchpoints (i.e. personalization, privacy concerns and interactivity). We also derive important managerial implications and several fundamental directions for future research.
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References
Perceptual antecedents of user attitude in electronic commerce
Yuan Gao,Marios Koufaris +1 more
TL;DR: It is concluded that both perceived informativeness and perceived entertain-ment are significantly and positively related to attitude toward the site, while perceived irritation is significantly and negatively related to approach to the site.
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Consumer attitudes toward online video advertisement: YouTube as a platform
TL;DR: The findings indicate that entertainment, informativeness, irritation and credibility have a shopping influence on purchase attitudes, while flow, on the other hand, does have an influence on shopping intention and purchase behavior.
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Factors relating to the decision to click on a sponsored link
Bernard J. Jansen,Anna Brown,Marc L. Resnick +2 more
- 01 Nov 2007
TL;DR: An investigation into the factors influencing the selection of sponsored links by e-commerce Web searchers indicates that there is a statistically significant preference for non-sponsored links with searchers viewing these results first more than 82% of the time.
How do motives affect attitudes and behaviors toward internet advertising and Facebook advertising
TL;DR: Results show that quality of life, peer influence, & structure time significantly predicts use of both one- to-many communication features and one-to-one communication features (such as private messaging and chat).
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Ethical design in social media: Assessing the main performance measurements of user online behavior modification
TL;DR: This study defines and identifies the main concepts and performance measurements that social networks use to increase user engagement and modify user online behavior from the perspective of ethical design and surveillance capitalism in social media, and critically analyze the identified 14 indicators.
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