Paper Info
Title
The Right Format Of Internet Advertising (Rfia): A Structural Equation Model
Abstract
This study was designed to provide some insights into how Iranian marketers can find the right format of Internet advertising. Recent negative trends in Internet advertising, such as "banner blindness" and extremely low click-through rates, make it imperative to study various factors affecting the right format of Internet advertising. Therefore, this study builds a comprehensive theoretical model explaining how marketers are able to find the right format of Internet advertising. Accordingly, seven latent variables related to the right format of Internet advertising were examined: objective ad features, subjective ad features, product type, user types, ad types, advertising strategy, and ICT condition. It was found that these constructs successfully explain how marketers can find the right format of Internet advertising. Product involvement is found to be the most significant antecedent explaining the right format of Internet advertising.
Year
DOI
Venue
2013
10.4018/irmj.2013040102
INFORMATION RESOURCES MANAGEMENT JOURNAL
Keywords
Field
DocType
Advertising Types, Internet Advertising Format, Objective Ad Features, Product Involvement, Subjective Ad Features
Contextual advertising,Advertising research,Advertising,Structural equation modeling,Native advertising,Informative advertising,Product type,Online advertising,Information and Communications Technology,Engineering
Journal
Volume
Issue
ISSN
26
2
1040-1628
Citations 
PageRank 
References 
0
0.34
8
Authors
2
Name
Order
Citations
PageRank
Payam Hanafizadeh125720.89
Mehdi Behboudi2674.68