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...
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.
