The Effects Of Internet Advertising: Consumer Responses To Advertising

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31. Olney, T. J., Holbrook, M. B., & Batra, R. (1991). Consumer responses to advertising: The effects of ad content, emotions, and attitude toward the ad on viewing time. Journal of Consumer Research, 17(4), 440–453.

The researchers observed a changing in advertising objectives from behaviors (sales) to affect (changing attitudes towards brand) to cognition (influencing consumers’ beliefs) to attention or exposure (influencing readership). The study wants to examine the mediating roles of effects in which how advertising content could influences emotions and attitude and the viewing time. The research conduct a sample of 150 ads, the study developed and tested a hierarchy model of advertising effects on viewing time. It has demonstrated that a chain effects present from the content of tv ads, through the emotional reactions and attitude toward ad, to the actual viewing behaviors.

32. Pikas, B., & Sorrentino, G. (2014). The effectiveness of online advertising: Consumer’s perceptions of ads on Facebook, Twitter and Youtube. The journal of applied business and economic, 16(4), 70-81.

This study focus on online advertising (Facebook, Youtube, and Twitter) and their effectiveness. A
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The study therefore develops a model of the antecedents and value of social media for small business. It uses the Technology-Organization-Environment framework to identify a number of antecedents of small business social media usage and Resource-Based View theory to identify the determinants of social media value for small businesses. The study concludes that technology competence, customer pressure, and the characteristics of the mobile environment are the three significant antecedents of social media value for small businesses; Impact on internal operations, sales, marketing and customer service are the four significant dimensions of social media value for small

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