Measuring web advertising effectiveness in China

This study examines Chinese consumers' perceptions and responses to web banner advertising. Results suggest that just one additional banner exposure improves Chinese users' brand recall, changes their attitude toward the brand, and increases their purchase consideration.

Measuring Web Advertising Effectiveness in China

Wen Gong Rochester Institute of Technology andLynda MaddoxThe George Washington University

China witnessed a spectacular expansion in internet users during the past several years. The number of total users...