... at Link to the terms of the CC BY 4.0 licence . Game Advergame Digital marketing Consumer experience Engagement Advertising Loyalty Research Council of Finland 337653 http://dx.doi.org/10.13039/501100002341 Liikesivistysrahasto 210301 http://dx.doi.org/10.13039...

...Stuart J. Barnes; Weisha Wang Purpose Sports advertisements such as the Super Bowl showcase products and brands that have invested increasingly large sums financially to gain viewers’ attention. However, how audio features in advertisements impact viewers' behavior remains unexplored. Design...

...Laura Frances Bright; Kelty Logan Privacy Advertising Social networks Attitudes Information processing Media fatigue Casting a cursory glance at today’s society, even the untrained eye can see media consumption in abundance. Consumers are glued to their smartphones in a pattern...

..., subjects with high NFC report high persuasion than subjects with low NFC. For a fast-paced advergame with low game-product congruence, subjects with high NFC report high persuasion than subjects with low NFC. Practical implications The findings of the study are very important for advertising...

...Anca C. Micu; Iryna Pentina Purpose – The purpose of this paper is to examine the applicability of the economics of information-driven product categorization – search vs experience products – when investigating online brand advertising and news synergies. Design/methodology/approach...

...Russell K.H. Ching; Pingsheng Tong; Ja‐Shen Chen; Hung‐Yen Chen Purpose Drawing on extant literature on narrative persuasion, online advertising, and transportation theory, this research aims to study Internet‐based online narrative advertising and investigate the effects of four pertinent...

...Hsin Hsin Chang; Hamid Rizal; Hanudin Amin Purpose The aim of this study was to develop a theoretical model of email advertising effectiveness and to investigate differences between permission‐based email and spamming. By examining different types of email (i.e. permission‐based email and spamming...

...Payam Hanafizadeh; Mehdi Behboudi; Fahimeh Ahadi; Fatemeh Ghaderi Varkani Purpose The purpose of this paper is to provide some insights regarding the adoption of internet advertising by Iranian small and medium‐sized enterprises. The recent negative trends leading to a lack of competitive...

...Marie‐Claude Boudreau; Richard T. Watson Purpose Because the web can be an influential medium for attracting and retaining customers, it is critical to examine the connection between web advertising and corporate strategy. This is particularly true for multinational organizations, which face...

...Shintaro Okazaki Purpose Although the wireless internet attracts more and more interest from marketers and researchers, there is little empirical evidence of multinational corporations’ (MNCs) adoption of push‐type mobile advertising in global markets. The aim of this study is to fill...

...Jonathan M. Lace The crossroads between new media (predominantly the Internet) and marketing communications is a topic of growing interest and importance. Several themes are addressed in this paper including the involvement of the advertising agency, the role and features of Web sites...

...Fethi Calisir This paper examines how young consumers perceive the Web as an advertising medium in relation to eight traditional media on 15 constructs elicited from subjects. Results indicate that the Web is perceived to be very far from most of the other media, except point of purchase and direct...

...Lori D. Wolin; Pradeep Korgaonkar Previous research suggests males and females exhibit different beliefs about and attitudes toward traditional media advertising along with different advertising stimulated consumer behaviors. However, little is known about gender differences in consumer beliefs...

...Ronald E. Goldsmith; Barbara A. Lafferty The purpose of the present study was to test four hypotheses regarding the effects of viewing Web sites on Internet advertising. We surveyed a convenience sample of 329 undergraduate students, asking them to recall brand names seen on the Internet...

...Pradeep Korgaonkar; Lori D. Wolin Web sales reached over 30 billion dollars in the year 2001. This study explores the differences between heavy, medium, and light Web users in terms of their beliefs about Web advertising, attitudes toward Web advertising, purchasing patterns, and demographics...

..., but that about 17 percent publish general links, with implications for those designing and marketing Web sites. © MCB UP Limited 2001 Web sites Internet Information retrieval Marketing Advertising Electronic commerce The World Wide Web, although created and first used by academics, is now...

...Carol J. Pardun; Larry Lamb This study attempts to better understand how marketers are creating bridges between traditional advertising and the Internet. As such, it describes the Web presence in print advertisement. A content analysis of 1,249 ads in 20 magazines found: 42 percent included Web...

... the marketers’ objectives in the new environment. © MCB UP Limited 1998 Advertising Business administration Communications Marketing Online computing According to Kierzkowski et al. (1996), addressable communication gives the marketer two important opportunities, which...