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Assessing the impact of offline URL advertising

Author

Listed:
  • Maggie Geuens

  • Delphine Vantomme
  • Bert Weijters

    (Vlerick Leuven Gent Management School)

Abstract

To examine the impact of offline URL advertising, a quantitative study among internet users and non-users is carried out. For internet users, the results reveal a significant impact on each level of the hierarchy of effects. Respondents remembering an offline URL ad are more aware and have a higher knowledge of the site, show a more positive attitude towards the site, and indicate a higher intention to visit/revisit the site. Remarkably, offline URL advertising not only is able to attract internet users to the site the first time, but also to generate an impact over and above site experience by increasing the likelihood of revisiting the site. For internet non-users, offline URL advertising is significantly less effective.

Suggested Citation

  • Maggie Geuens & Delphine Vantomme & Bert Weijters, 2003. "Assessing the impact of offline URL advertising," Vlerick Leuven Gent Management School Working Paper Series 2003-4, Vlerick Leuven Gent Management School.
    • Handle: RePEc:vlg:vlgwps:2003-4
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    Cited by:

    1. is not listed on IDEAS
    2. D. Van den Poel, 2003. "Predicting Mail-Order Repeat Buying. Which Variables Matter?," Review of Business and Economic Literature, KU Leuven, Faculty of Economics and Business (FEB), Review of Business and Economic Literature, vol. 0(3), pages 371-404.

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