Consumer attitudes and interactive digital advertising
Julian Ming-Sung ChengNational Central University, Taiwan
Charles BlanksonUniversity of North Texas
Edward Shih-Tse WangNational Chung-Hsing University, Taiwan
Lily Shui-Lien ChenHsing-Wu College, Taiwan
INTRODUCTION
Advertising through the internet is now an important source of consumer information as the number of internet users continues to increase (Cheung 2006). Mobile phones facilitate even more accurate targeting than the internet for advertisers by providing the opportunity to reach their prospective customers when and where it is most appropriate for the marketing campaign, while simultaneously offering high interactivity (Nicopolitidis et al.2003). The internet...