Interactive Functions and Their Impacts on the Appeal of Internet Presence Sites
Sanjoy GhoseUniversity of Wisconsin-Milwaukee andWenyu DouUniversity of Wisconsin-Milwaukee
The importance of the World Wide Web as an advertising medium has been rapidly gaining ground in recent years. According to a recent Online Advertising Report released by Jupiter Communications (1997), total annual ad spending on the Internet reached $301 million in 1996, was expected to total $940 million in 1997, and reach $4,352 million in 2000. An interesting trend is that marketers are focusing more (by spending more) on advertising their products/firm at their own...