Post-Adoption Attitudes To Advertising On The Internet
Shelly RodgersUniversity of Minnesota andQimei ChenUniversity of Hawaii
With the continuing demise of dot-coms, there is a growing concern about how to integrate internet advertising into the marketing mix to benefit advertising, public relations, marketing, and new-media agencies. Industry wisdom suggests that the internet has become an important component of most advertising and marketing businesses. For example, Sheehan and Doherty (2000) propose that agencies are beginning to recognize the inter-net as a valuable addition to their media 'tool box.' This point is demonstrated by rising adoption rates of the...