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The Moderating Factors of Click on Intrusive Online Advertising

Author

Listed:
  • SARAH FAKHIR

    (Vallorem Laboratory of Management Orleans)

Abstract

The advent of new media such as Internet, has allowed the advertising communication a new boom. Now integrated into the communication strategy, online advertising is not only means of budgetary savings but also an essential tool for the brand and sales development. In the context of intrusive advertising on websites, the major objective of this study is to shed light on most important variables that influence the click behavior among Internet users and identify the consequences on the brand and the company for a greater understanding and perception of this advertising message. The methodology of the study is carried out in the form of experimentation of a population of 960 people exposed to 34 combinations of different forms of intrusive advertisements. This study is being experimented no results can be exposed. The implications are set out at the end of this article.

Suggested Citation

  • Sarah Fakhir, 2017. "The Moderating Factors of Click on Intrusive Online Advertising," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 164-170, October.
    • Handle: RePEc:aes:jetimm:v:1:y:2017:i:1:p:164-170
    as

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    File URL: http://www.etimm.ase.ro/RePEc/aes/jetimm/2017/ETIMM_V01_2017_98.pdf
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    References listed on IDEAS

    as
    1. Cervellon, Marie-Cécile & Sylvie, Jean & Ngobo, Paul-Valentin, 2015. "Shopping orientations as antecedents to channel choice in the French grocery multichannel landscape," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 31-51.
    2. Marie-Cécile Cervellon & Jean Sylvie & Paul Valentin Ngobo, 2015. "Shopping orientations as antecedents to channel choice in the French grocery multichannel landscape," Post-Print hal-01619879, HAL.
    3. Lohtia, Ritu & Donthu, Naveen & Hershberger, Edmund K., 2003. "The Impact of Content and Design Elements on Banner Advertising Click-through Rates," Journal of Advertising Research, Cambridge University Press, vol. 43(4), pages 410-418, December.
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    More about this item

    Keywords

    online advertising; web-site object; behavior; click; intrusion; comprehension; characteristics of online advertising; perception.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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