Different Forced-Exposure Levels to Banner Advertisements

This study explores the effects of different levels of forced exposure to banner ads on advertising responses such as advertising perception, clicking of banner ads, banner attitude, brand attitude, and purchase intention.

Different Forced-Exposure Levels to Banner Advertisements

Chang-Hoan Cho University of FloridaJung-Gyo Lee University of Missouri-Columbia andMarye Tharp University of Texas at Austin

The World Wide Web is emerging as a viable mass medium because of its unique...

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