Post-Adoption Attitudes To Advertising On The Internet

Shelly Rodgers
University of Minnesota
Qimei Chen
University 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 internet by advertising (Bush, Bush, and Harris, 1998) and public relations (Gower and Cho, 2001; Hill and White, 2000) agencies, to name a few.