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Love at First Site? A Study of Website Advertising Effectiveness

Author

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  • DAHLÉN, MICAEL
  • RASCH, ALEXANDRA
  • ROSENGREN, SARA

Abstract

The body of web advertising research has grown continuously during the last few years. Our understanding of the new medium has trailed the increasing web experience among advertisers and consumers. However, there is still one important knowledge gap, namely the communication effects of website advertising. How should websites be designed to attain brand-related communication effects?The authors wish to thank Nikita Shulakov, CEO of Sitepattern Research, for providing technical support and the SitePattern.com survey software.

Suggested Citation

  • Dahlã‰N, Micael & Rasch, Alexandra & Rosengren, Sara, 2003. "Love at First Site? A Study of Website Advertising Effectiveness," Journal of Advertising Research, Cambridge University Press, vol. 43(1), pages 25-33, March.
    • Handle: RePEc:cup:jadres:v:43:y:2003:i:01:p:25-33_03
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    Cited by:

    1. Mohammadreza Mousavizadeh & Mehrdad Koohikamali & Mohammad Salehan & Dam J. Kim, 2022. "An Investigation of Peripheral and Central Cues of Online Customer Review Voting and Helpfulness through the Lens of Elaboration Likelihood Model," Information Systems Frontiers, Springer, vol. 24(1), pages 211-231, February.
    2. Teerling, Marije L., 2004. "How about integration: the impact of online activities on store satisfaction and loyalty," Research Report 04F08, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    3. Thamodaran, Varadaraju & Ramesh, Mahalingam, 2010. "Effectiveness of information communication technology in rural insurance," Business and Economic Horizons (BEH), Prague Development Center (PRADEC), vol. 2(2), pages 1-8, July.
    4. repec:dgr:rugsom:04f08 is not listed on IDEAS

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