Abstract: Determining the best way to utilize on-line media for advertising purposes is a critical question. This research, based on the Elaboration Likelihood Model (ELM), incorporates consumer goal-directedness and involvement as moderators influencing when a particular advertising strategy (i.e., variation strategy vs. appeal strategy) will be appropriate for Web advertisements. The results of a laboratory experiment supported the use of ELM in the Web environment and showed how advertising strategies should be designed and implemented in accordance with consumer goal-directedness and involvement to achieve Web advertising effectiveness. The results demonstrated the uniqueness of the Web media and the importance of goal-directedness and consumer involvement in the Web advertising context.
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http://portal.acm.org/citation.cfm?id=1554437
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Author(s): Wang K (Wang, Kai)1, Wang ETG (Wang, Eric T. G.), Farn CK (Farn, Cheng-Kiang)2 Source: INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE Volume: 13 Issue: 4 Pages: 67-95 Published: SUM 2009
Click on the following link for details information.
http://portal.acm.org/citation.cfm?id=1554437
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