Post-adoption attitudes to advertising on the internet

Shelly Rodgers and Qimei Chen

In the last few years, the use and relative effectiveness of internet advertising has been the focus of research attention in the advertising and marketing literatures.

Post-Adoption Attitudes To Advertising On The Internet

Shelly RodgersUniversity of Minnesota andQimei ChenUniversity of Hawaii

With the continuing demise of dot-coms, there is a growing concern about how to integrate internet advertising into the marketing mix to benefit advertising, public relations, marketing, and new-media agencies. Industry wisdom suggests that the internet has become an important component of most advertising and marketing businesses. For example, Sheehan and Doherty (2000) propose that agencies are beginning to recognize the inter-net as a valuable addition to their media 'tool box.' This point is demonstrated by rising adoption rates of the...

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