The Interactive Web: Toward a New Discipline

This paper reviews the most significant studies of the Web and interactive advertising that have been published in the Journal of Advertising Research over the past 15 years.

The Interactive Web: Toward a New Discipline

Hairong Li

Michigan State University


The World Wide Web (Web) emerged as an advertising medium in the early 1990s. It since has been used not only as an advertising vehicle itself but as a platform for new forms of interactive advertising, such as display ads, sponsorship, search ads and, more recently, blogs and microblogs, social ads, user-generated content, and widgets and apps. The Web—as well as digitally focused advertising concepts—is transforming the advertising business and education in the United States and around the world.

The Journal of Advertising Research(JAR) was...

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