The impact of surfer/seeker mode on the effectiveness of website characteristics
Andrea J.S. Stanaland and Juliana Tan
The internet has long been identified as a unique advertising medium possessing such characteristics as multimedia capacity, audience selectivity, constant message delivery and interactivity (Ju-Pak 1999; Wolin et al.2002). Described as the ‘largest communication network ever created by humans’, the internet is now viewed as an essential element of the advertising media mix (Sohn & Jee 2005, p. 425). Prior research has also emphasised the importance of an advertiser’s website as a marketing communication tool (Berthon...