Consumer attitudes and interactive digital advertising

Julian Ming-Sung Cheng
National Central University, Taiwan

Charles Blankson
University of North Texas

Edward Shih-Tse Wang
National Chung-Hsing University, Taiwan

Lily Shui-Lien Chen
Hsing-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 advertising industry has therefore experienced a shift towards the use of mobile phones since the coming of the mobile age (Thomas & Gillenson 2003). There are four types of advertising within these two marketing communication media that have great potential. These are internet-based advertising through the website ('e-advertising' hereafter) and emailing ('email advertising' hereafter), and mobile-phone-based advertising ('m-advertising' hereafter) of SMS-type (short message service) and MMS-type (multimedia messaging service). Collectively, advertising through these two communication media forms the emerging field of 'interactive digital advertising'. Tracing consumer attitudes towards interactive digital advertising is essential as they are likely to influence consumer exposure, attention and reaction to individual advertisements (Schlosser et al. 1999).