A Content Analysis of Registration Processes on Websites: How Advertisers Gather Information to Customize Marketing Communications
Jan Ahrens and James R. Coyle
For advertisers, one of the most significant outcomes of interactivity is that it allows for advertising customization (Bozios et al. 2000). Customized or personalized advertising has the potential to be more cost efficient and effective than mass advertising, because the communications are tailored to individual users (Pavlou and Stewart 2000). The information necessary for this customization often is gathered through web forms. Thus, the proper implementation and design of web forms (e.g., registration, checkout) is a...