TY - JOUR
T1 - The effectiveness of banner advertisements
T2 - Involvement and click-through
AU - Cho, Chang Hoan
PY - 2003
Y1 - 2003
N2 - 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.
AB - 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.
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U2 - 10.1177/107769900308000309
DO - 10.1177/107769900308000309
M3 - Article
AN - SCOPUS:0346505251
SN - 1077-6990
VL - 80
SP - 623
EP - 645
JO - Journalism and Mass Communication Quarterly
JF - Journalism and Mass Communication Quarterly
IS - 3
ER -