Antecedents and Consequences of Web Advertising Credibility

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...