Is a website known by the banner ads it hosts? Assessing forward and reciprocal spillover effects of banner ads and host websites

While marketers often rely upon banner ads to generate revenues, it is unclear as to how these ads might influence consumer perceptions of host websites.

Is a website known by the banner ads it hosts? Assessing forward and reciprocal spillover effects of banner ads and host websites

Sweta Chaturvedi Thota

University of San Francisco

Ji Hee Song

University of Seoul

Abhijit Biswas

Wayne State University

Introduction

Consider the following scenarios: (a)you are visiting a reputed website and encounter an ad that repeatedly flashes the message ‘Feeling like your credit might be in trouble?’ – an ad that typically appears on a low-ranked blog, or (b)a website that you clicked during your shopping search displays an ad that makes noises at you in a female electronic...

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