Author(s)

Zhongwei He ¹

Affiliation(s)

¹ Jiangsu Yanghe Distillery Co., Ltd., Suqian, Jiangsu, 223800, China

Corresponding Author

Zhongwei He

ABSTRACT

This study investigates the influences of presentation forms of internet advertising and their interaction on the internet advertising effect, from three aspects of demonstrating manner of internet advertising, internet advertising pattern, correlation between product attributes of internet advertising and web content. Taking the internet adverting of Samsung smart mobile phone as research target, and using laboratory experiment, this paper conducts a survey of 118 college students who were divided into 8 groups. The results indicate that: Demonstrating manner of internet advertising, internet advertising pattern, correlation between product attributes of internet advertising and web content have a significant influence on the internet advertising effect; The effect of the passive, dynamic and not correlation with web content advertising is the optimal, the effect of the active, static and correlation with web content advertising is the worst; Web content involvement of customer has no significant influence on the internet advertising effect.

KEYWORDS

Internet Advertising, Presentation Form, Web Content Involvement, Advertising Effect

CITE THIS PAPER

Zhongwei He, The Influence of Online Advertising Presentation Form on Advertising Effectiveness from the Perspective of Web Page Content Involvement. Media and Communication Research (2023) Vol. 4: 22-34. DOI: http://dx.doi.org/10.23977/mediacr.2023.040703.

REFERENCES

[1] Hazlewood A. High-cost banner blindness: Ads increase perceived workload, hinder visual search, and are forgotten. ACM Transactions on Computer-Human Interaction, 2005, 12 (4):423-445. 
[2] Aaker David A. and D. E. Bruzzone. "Causes of Irritation in Advertising." Journal of Marketing 49. 2(1985): 47-57. 
[3] Gong Shiyang, Li Qian, Zhao Pingping. Marketing Communication in the Digital Era: Online Advertising, Online Word of Mouth, and Mobile Game Sales. Nankai Management Review, 2018, 21(02):28-42. 
[4] Hoffman Donna, Thomas P Novak. Marketing in hypermedia computer-mediated environments: conceptual foundations. Journal of Marketing, 1996, 60, 60 (7):50-68. 
[5] Correia M S L, Anwar I M. A Motivational Cognitive Mechanism Model of Online Social Network Advertising Acceptance: The Role of Pre-purchase and Ongoing Information Seeking Motivations. Journal of Creative Communications, 2021, 16(3):314-330. 
[6] Radfar R, Shahabi A. Analyzing the Effect of Internet Advertising on Iran's Industrial Market, Using Fuzzy Dematel Method and a Systemic Approach. 2019, 10(28): 107-124. 
[7] Ángel M Z, et al. Social Network Advertising: The Moderating Role of Processing Fluency, Need for Cognition, Expertise, and Gender. Journal of Internet Commerce, 2020, 19(3):78-92. 
[8] Li Li, He Xiang, Yang Wensheng. Research on the impact of online advertising on user willingness to pay under the regulation of targeted differentiation. Soft Science, 2022, 36(01):132-138. 
[9] Kim Y N. The Effect of Ad Customization and Ad Variation on Internet Users' Perceptions of Forced Multiple Advertising Exposures and Attitudes. Journal of Interactive Advertising, 2018, 18(1):63-74. 
[10] Michell, A and Olson. J. C., Are Product Attribute Beliefs the Only Moderator of Advertising Effects on Brand Attitude. Journal of Marketing Research, 1981, Vol. 18. 318-332. 
[11] Rasty F, Chiajung C, Feiz D. The impact of Internet travel advertising design, tourists' attitude, and Internet travel advertising effect on tourists' purchase intention: the moderating role of involvement. Journal of Travel & Tourism Marketing, 2013, 30(5):482-496. 
[12] Moon Y. A Research of the Influence Network Advertisements in News Websites Have on News Article Credibility. Journal of Practical Research in Advertising and Public Relations, 2017, 10(4):128-145. 
[13] Qiu Desheng. On the Methods of SSK Laboratory Research. Journal of Wuhan University of Technology (Social Sciences Edition), 2017, 30(06):98-104. 
[14] Chatterjee P. Beyond CPMs and clickthroughs: Understanding consumer interaction with web advertising. Internet Marketing Research: Theory and Practice. IGI Global, 2001: 209-217. 
[15] Vaughan K K, Fouts G T. Changes in television and magazine exposure and eating disorder symptomatology. Sex Roles, 2003, 49: 313-320. 
[16] Norris C E, Colman A M. Context effects on recall and recognition of magazine advertisements. Journal of Advertising, 1992, 21(3): 37-46. 
[17] Dixit A, Norman V. Advertising and welfare. The Bell Journal of Economics, 1978: 1-17. 
[18] Lutz C. Emotion, thought, and estrangement: Emotion as a cultural category. Cultural anthropology, 1986, 1(3): 287-309. 
[19] Ha L. Advertising clutter in consumer magazines: Dimensions and effects. Journal of advertising research, 1996, 36(4): 76-85. 
[20] Nunnally J C. An overview of psychological measurement. Clinical diagnosis of mental disorders: A handbook, 1978: 97-146.

Sponsors, Associates, and Links

---

• Journal of Language Testing & Assessment
  
  
• Information and Knowledge Management
  
  
• Military and Armament Science
  
  
• Journal of Human Movement Science
  
  
• Art and Performance Letters
  
  
• Lecture Notes on History
  
  
• Lecture Notes on Language and Literature
  
  
• Philosophy Journal
  
  
• Science of Law Journal
  
  
• Journal of Political Science Research
  
  
• Journal of Sociology and Ethnology
  
  
• Advances in Broadcasting