IDEAS home Printed from https://ideas.repec.org/a/spr/elmark/v30y2020i4d10.1007_s12525-019-00372-9.html
   My bibliography  Save this article

Online Marketing Effectiveness - the influence of information load and digital literacy, a cross-country comparison

Author

Listed:
  • José-Alberto Castañeda

    (University of Granada (Spain))

  • Dolores M. Frías-Jamilena

    (University of Granada (Spain))

  • Miguel A. Rodríguez-Molina

    (University of Granada (Spain))

  • Adam Jones

    (University of Brighton (UK))

Abstract

The objective of much promotional material is to create attitudes about a product or service with existing and prospective consumers. The effectiveness of the promotion in generating such attitudes is partly dependent upon the ability of these actual and prospective consumers to process the information provided in the promotional material, which then impacts on their decision. The aim of this research is to analyze the effectiveness of a promotional website under different information load conditions, for consumers from countries that differ in their digital information literacy. To achieve this goal, an experiment was conducted which was designed to manage the amount of information shown to participants from two different countries (the United Kingdom and Spain). The results suggest that both the main and interaction effect of information load and digital literacy have an impact on a website’s effectiveness. This implies that promotional websites need to be not only culturally but also cognitively adapted.

Suggested Citation

  • José-Alberto Castañeda & Dolores M. Frías-Jamilena & Miguel A. Rodríguez-Molina & Adam Jones, 2020. "Online Marketing Effectiveness - the influence of information load and digital literacy, a cross-country comparison," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(4), pages 759-773, December.
    • Handle: RePEc:spr:elmark:v:30:y:2020:i:4:d:10.1007_s12525-019-00372-9
    DOI: 10.1007/s12525-019-00372-9
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12525-019-00372-9
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s12525-019-00372-9?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Benjamin Scheibehenne & Rainer Greifeneder & Peter M. Todd, 2010. "Can There Ever Be Too Many Options? A Meta-Analytic Review of Choice Overload," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(3), pages 409-425, October.
    2. G Tomas M Hult & David J Ketchen & David A Griffith & Carol A Finnegan & Tracy Gonzalez-Padron & Nukhet Harmancioglu & Ying Huang & M Berk Talay & S Tamer Cavusgil, 2008. "Data equivalence in cross-cultural international business research: assessment and guidelines," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 39(6), pages 1027-1044, September.
    3. Jacoby, Jacob & Speller, Donald E & Berning, Carol A Kohn, 1974. "Brand Choice Behavior as a Function of Information Load: Replication and Extension," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 1(1), pages 33-42, June.
    4. Biswas, Dipayan, 2004. "Economics of information in the Web economy: Towards a new theory?," Journal of Business Research, Elsevier, vol. 57(7), pages 724-733, July.
    5. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
    6. Lurie, Nicholas H, 2004. "Decision Making in Information-Rich Environments: The Role of Information Structure," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(4), pages 473-486, March.
    7. Chewning, Eugene Jr & Harrell, Adrian M., 1990. "The effect of information load on decision makers' cue utilization levels and decision quality in a financial distress decision task," Accounting, Organizations and Society, Elsevier, vol. 15(6), pages 527-542.
    8. Malhotra, Naresh K, 1982. "Information Load and Consumer Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 8(4), pages 419-430, March.
    9. Christopher P. Furner & Robert A. Zinko, 2017. "The influence of information overload on the development of trust and purchase intention based on online product reviews in a mobile vs. web environment: an empirical investigation," Electronic Markets, Springer;IIM University of St. Gallen, vol. 27(3), pages 211-224, August.
    10. Dongwoo Ko & Yuri Seo & Sang-Uk Jung, 2015. "Examining the effect of cultural congruence, processing fluency, and uncertainty avoidance in online purchase decisions in the U.S. and Korea," Marketing Letters, Springer, vol. 26(3), pages 377-390, September.
    11. Jackson, Thomas W. & Farzaneh, Pourya, 2012. "Theory-based model of factors affecting information overload," International Journal of Information Management, Elsevier, vol. 32(6), pages 523-532.
    12. Wang, Kuo-Ching & Chou, Shu-Hui & Su, Che-Jen & Tsai, Hsin-Yi, 2007. "More information, stronger effectiveness? Different group package tour advertising components on web page," Journal of Business Research, Elsevier, vol. 60(4), pages 382-387, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Rodríguez-Molina, M.A. & Frías-Jamilena, D.M. & Castañeda-García, J.A., 2015. "The contribution of website design to the generation of tourist destination image: The moderating effect of involvement," Tourism Management, Elsevier, vol. 47(C), pages 303-317.
    2. Peter Gordon Roetzel, 2019. "Information overload in the information age: a review of the literature from business administration, business psychology, and related disciplines with a bibliometric approach and framework developmen," Business Research, Springer;German Academic Association for Business Research, vol. 12(2), pages 479-522, December.
    3. Sicilia, Maria & Ruiz, Salvador, 2010. "The Effect of Web-Based Information Availability on Consumers' Processing and Attitudes," Journal of Interactive Marketing, Elsevier, vol. 24(1), pages 31-41.
    4. Choudhary, Vidyanand & Currim, Imran & Dewan, Sanjeev & Jeliazkov, Ivan & Mintz, Ofer & Turner, John, 2017. "Evaluation Set Size and Purchase: Evidence from a Product Search Engine," Journal of Interactive Marketing, Elsevier, vol. 37(C), pages 16-31.
    5. Ketron, Seth & Spears, Nancy & Dai, Bo, 2016. "Overcoming information overload in retail environments: Imagination and sales promotion in a wine context," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 23-32.
    6. Doust, Negin Ahmadi Saber & van Esch, Patrick & Kemper, Joya & Franklin, Drew & Casserly, Shane, 2021. "Marketing the use of headgear in high contact sports," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    7. Lutz, Bernhard & Pröllochs, Nicolas & Neumann, Dirk, 2022. "Are longer reviews always more helpful? Disentangling the interplay between review length and line of argumentation," Journal of Business Research, Elsevier, vol. 144(C), pages 888-901.
    8. Xu, Xianying & Huang, Yinghua, 2019. "Restaurant information cues, Diners’ expectations, and need for cognition: Experimental studies of online-to-offline mobile food ordering," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 231-241.
    9. Zhang, Cong & Pan, Siyu & Zhao, Yanhui, 2024. "More is not always better: Examining the drivers of livestream sales from an information overload perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    10. Kerstin Gidlöf & Annika Wallin & Kenneth Holmqvist & Peter Møgelvang-Hansen, 2013. "Material Distortion of Economic Behaviour and Everyday Decision Quality," Journal of Consumer Policy, Springer, vol. 36(4), pages 389-402, December.
    11. Kimball L. Chapman & Nayana Reiter & Hal D. White & Christopher D. Williams, 2019. "Information overload and disclosure smoothing," Review of Accounting Studies, Springer, vol. 24(4), pages 1486-1522, December.
    12. He Tingting, 2020. "Preliminary Research of Information Overload from Information Search and Information Follow," Marketing of Scientific and Research Organizations, Sciendo, vol. 38(4), pages 1-20, December.
    13. Cao, Junwei & Liu, Feng & Shang, Meng & Zhou, Xiaotong, 2021. "Toward street vending in post COVID-19 China: Social networking services information overload and switching intention," Technology in Society, Elsevier, vol. 66(C).
    14. Chen, Xuqi & Shen, Meng & Gao, Zhifeng, 2017. "Impact of Intra-respondent Variations in Attribute Attendance on Consumer Preference in Food Choice," 2017 Annual Meeting, July 30-August 1, Chicago, Illinois 258509, Agricultural and Applied Economics Association.
    15. Zhang, Hong & Zhao, Ling & Gupta, Sumeet, 2018. "The role of online product recommendations on customer decision making and loyalty in social shopping communities," International Journal of Information Management, Elsevier, vol. 38(1), pages 150-166.
    16. Korhonen, Pekka J. & Malo, Pekka & Pajala, Tommi & Ravaja, Niklas & Somervuori, Outi & Wallenius, Jyrki, 2018. "Context matters: The impact of product type, emotional attachment and information overload on choice quality," European Journal of Operational Research, Elsevier, vol. 264(1), pages 270-279.
    17. Zablah, Alex R. & Brown, Brian P. & Donthu, Naveen, 2010. "The relative importance of brands in modified rebuy purchase situations," International Journal of Research in Marketing, Elsevier, vol. 27(3), pages 248-260.
    18. Komal Nagar & Payal Gandotra, 2016. "Exploring Choice Overload, Internet Shopping Anxiety, Variety Seeking and Online Shopping Adoption Relationship: Evidence from Online Fashion Stores," Global Business Review, International Management Institute, vol. 17(4), pages 851-869, August.
    19. Janina Seutter & Kristin Kutzner & Maren Stadtländer & Dennis Kundisch & Ralf Knackstedt, 2023. "“Sorry, too much information”—Designing online review systems that support information search and processing," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-19, December.
    20. Andreas Hefti & Julia Lareida, 2021. "Competitive attention, Superstars and the Long Tail," ECON - Working Papers 383, Department of Economics - University of Zurich.

    More about this item

    Keywords

    Website effectiveness; Information load; Digital literacy; Tourism;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

    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:spr:elmark:v:30:y:2020:i:4:d:10.1007_s12525-019-00372-9. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.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.