The effectiveness of banner advertisements: Involvement and click-through

Research output: Contribution to journalArticlepeer-review

59 Citations (Scopus)

Abstract

This study indicates that people who are highly involved with a product are more likely to click a banner ad than those with low product involvement. In addition, this study found an interaction effect of peripheral cues (ad size and animation) and level of product involvement on clicking of banner ads; i.e., the positive relationship between peripheral cues and banner clickinq is found to be more pronounced among those with low, rather than high, product involvement.

Original languageEnglish
Pages (from-to)623-645
Number of pages23
JournalJournalism and Mass Communication Quarterly
Volume80
Issue number3
DOIs
Publication statusPublished - 2003

All Science Journal Classification (ASJC) codes

  • Communication

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