Investigating the impact of coercive exposure on webadvertisement performance: Focusing on the mediating role of advertisement fit

Inwon Kang, Xue He, and Ilhwan Ma

These days, advertisers make every effort to attract users through coercive exposure, so as to achieve web-advertisement performance.

Introduction

Nowadays, web-advertising has developed into a well-known form of advertising world-wide, through providing more flexibility in controlling target exposure and frequency, and attracting users visually; all efficient means of enabling advertisers to increase profits depending on range of exposure (Rau et al., 2014). Recently, advertisers have made efforts to draw the users' attention to their advertisement in various ways; one of which is coercive exposure that forces users to be exposed to web advertisement.

Advertisers consider frequent compulsory exposure as an efficient way to influence advertisement performance. Studies using quantitative data by counting a user's click rate, page viewing,...

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