IDEAS home Printed from https://ideas.repec.org/a/igg/jom000/v4y2014i3p31-50.html
   My bibliography  Save this article

The Visual-Cognitive Model for Internet Advertising in Online Market Places

Author

Listed:
  • Efosa C. Idemudia

    (College of Business, Arkansas Tech University, Russellville, AR, USA)

Abstract

Social media and online firms are currently facing severe challenges generating revenue through online banner ads, and for two decades, current studies in the information systems, advertising, and marketing literature have shown that online banner ad click-through rates are decreasing steadily (Idemudia, 2014; Idemudia et al., 2007; Li et al., 2012). To address these issues, the Visual-Cognitive (VC) model has been developed for online market places and Internet advertising. An experiment was conducted in which independent variables such as familiarity of online banner ads, perceived security of online banner ads, and matches between web users' needs and banner ad content were manipulated. The theoretical background for the VC model is the Visual Perception Theory. The VC model shows that perceived usefulness of online banner ads has a positive and significant effect on the intention to click online banner ads. Also, the VC model shows that perceived security of online banner ads, matches between web users' needs and banner ad contents, and perceived familiarity of online banner ads have positive and significant effects on perceived usefulness of those ads. These findings strongly support the Visual Perception Theories. Thus, the VC model has significant research and practical implications relating to social media and online firms.

Suggested Citation

  • Efosa C. Idemudia, 2014. "The Visual-Cognitive Model for Internet Advertising in Online Market Places," International Journal of Online Marketing (IJOM), IGI Global, vol. 4(3), pages 31-50, July.
    • Handle: RePEc:igg:jom000:v:4:y:2014:i:3:p:31-50
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/ijom.2014070103
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Efosa Carroll Idemudia & Mahesh S. Raisinghani & Olusola Samuel-Ojo, 2018. "The contributing factors of continuance usage of social media: An empirical analysis," Information Systems Frontiers, Springer, vol. 20(6), pages 1267-1280, December.
    2. Efosa Carroll Idemudia & Mahesh S. Raisinghani & Olusola Samuel-Ojo, 0. "The contributing factors of continuance usage of social media: An empirical analysis," Information Systems Frontiers, Springer, vol. 0, pages 1-14.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jom000:v:4:y:2014:i:3:p:31-50. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.