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Web advertising

Author

Listed:
  • Faraz Saadeghvaziri
  • Zohreh Dehdashti
  • Mohammd Reza Kheyrkhah Askarabad

Abstract

Purpose - – The purpose of this paper is to investigate beliefs about and attitudes toward Web advertising (ATWA) among Iranian consumers, and the relationships between belief factors, ATWA, consumers’ Web advertising behavior, and purchase intention. Design/methodology/approach - – A quantitative, non-experimental, and descriptive-analytic survey design was used in this study. Data were collected from students of two big universities in Iran. A total of 416 questionnaires provided usable data and were analyzed using AMOS. Findings - – Product information, hedonic, social role, and irritation were significant predictors of ATWA. ATWA were found to be a significant positive predictor of consumer's Web advertising behavior and purchase intention. Research limitations/implications - – The limitation is that convenience sampling was used in the research which may have resulted in sampling biases. Originality/value - – The paper extended the current body of knowledge on Web advertising by investigating the role of two new factors in Web advertising context. It has been conducted based on Wolinet al.'s(2002) work along with two additional factors; irritation and purchase intention.

Suggested Citation

  • Faraz Saadeghvaziri & Zohreh Dehdashti & Mohammd Reza Kheyrkhah Askarabad, 2013. "Web advertising," Journal of Economic and Administrative Sciences, Emerald Group Publishing Limited, vol. 29(2), pages 99-112, November.
    • Handle: RePEc:eme:jeaspp:v:29:y:2013:i:2:p:99-112
    DOI: 10.1108/JEAS-09-2013-0029
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    Citations

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    Cited by:

    1. Anjali Morar & Tinashe Chuchu, 2015. "To Vote or Not To Vote: Marketing Factors Influencing the Voting Intention of University Students in Johannesburg," Journal of Economics and Behavioral Studies, AMH International, vol. 7(6), pages 81-93.
    2. Serhat Peker & Gonca Gokce Menekse Dalveren & Yavuz İnal, 2021. "The Effects of the Content Elements of Online Banner Ads on Visual Attention: Evidence from An-Eye-Tracking Study," Future Internet, MDPI, vol. 13(1), pages 1-18, January.

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