Consumer attitudes and interactive digital advertising

This research examines consumer attitudes towards four sub-types of interactive digital advertising: internet-based e- and email advertising, and mobile-phone-based SMS- and MMS-type advertising.

Consumer attitudes and interactive digital advertising

Julian Ming-Sung ChengNational Central University, Taiwan

Charles BlanksonUniversity of North Texas

Edward Shih-Tse WangNational Chung-Hsing University, Taiwan

Lily Shui-Lien ChenHsing-Wu College, Taiwan

INTRODUCTION

Advertising through the internet is now an important source of consumer information as the number of internet users continues to increase (Cheung 2006). Mobile phones facilitate even more accurate targeting than the internet for advertisers by providing the opportunity to reach their prospective customers when and where it is most appropriate for the marketing campaign, while simultaneously offering high interactivity (Nicopolitidis et al.2003). The internet...

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