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Ads suit up! Effects of website and advertiser credibility on consumer responses to banners ads
Book title (Conference Proceedings)
CHI '13 extended abstracts on human factors in computing systems
Volume
CHI '13
Place of Conference
Paris
Year of Conference
2013
Publisher
ACM
Place of Publication
New York
Pages
S. 1803-1808
ISSN/ISBN
978-1-4503-1952-2
Abstract
Effective communication on the internet is becoming increasingly difficult for advertisers, as they have to compete with many others for user attention. We examine the role of source credibility (specifically website and advertiser credibility) as a means to increase advertising effectiveness. Our results showed that website credibility affects ad credibility, whereas advertiser credibility also enhances attitude toward the brand, and users' purchase intention. Based on these findings, we discuss implications and opportunities for future research on online advertising.
