Ads suit up! Effects of website and advertiser credibility on consumer responses to banners ads
ConferencePaper (Artikel, die in Tagungsbänden erschienen sind)
 
ID 1806294
Author(s) Hug, M.; Suter, N.; Mekler, E.; Opwis, K.
Author(s) at UniBasel Hug, Markus
Mekler, Elisa
Opwis, Klaus
Year 2013
Title 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.
edoc-URL http://edoc.unibas.ch/dok/A6124660
Full Text on edoc No
Digital Object Identifier DOI 10.1145/2468356.2468680
 
   

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