Antecedents and Consequences of Web Advertising Credibility

Nora J. Rifon and Sejung Marina Choi

Rapid growth in online advertising revenues indicates the viability of World Wide Web advertising as an alternative to that of traditional media.
  

Antecedents and Consequences of Web Advertising Credibility: A Study of Consumer Response to Banner Ads

Sejung Marina ChoiThe University of Texas at Austin andNora J. RifonMichigan State University

Introduction

The Internet has become a part of everyday life. Over 160 million people are estimated to use the Internet (Nielsen NetRatings 2002) for a variety of tasks including information search and entertainment. Since 1994 when the first Internet banner ads were sold, advertisers have been quick to develop the medium and reach their audiences. Internet advertising revenue in the United States marked $1.55 billion for...

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