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Measuring Web Advertising Effectiveness in China

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  • GONG, WEN
  • MADDOX, LYNDA M.

Abstract

This study examines Chinese consumers' perceptions and responses to web banner advertising. Results suggest that just one additional banner exposure improves Chinese users' brand recall, changes their attitude toward the brand, and increases their purchase consideration. Although clickthrough was found to be a significant predictor for banner recall, there was no evidence that clickthrough affects brand recall, attitude toward the brand, or purchase consideration. Most of the findings in this study are congruent with those reported in the 1997 IAB Study.

Suggested Citation

  • Gong, Wen & Maddox, Lynda M., 2003. "Measuring Web Advertising Effectiveness in China," Journal of Advertising Research, Cambridge University Press, vol. 43(1), pages 34-49, March.
    • Handle: RePEc:cup:jadres:v:43:y:2003:i:01:p:34-49_03
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    Cited by:

    1. Wang, Ying & Sun, Shaojing, 2010. "Assessing beliefs, attitudes, and behavioral responses toward online advertising in three countries," International Business Review, Elsevier, vol. 19(4), pages 333-344, August.
    2. 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.
    3. Azarnoush Ansari & Arash Riasi, 2016. "An Investigation of Factors Affecting Brand Advertising Success and Effectiveness," International Business Research, Canadian Center of Science and Education, vol. 9(4), pages 20-30, April.

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