Article Review

Authors:

McCoy, Scott1 scott.mccoy@business.wm.edu

Everard, Andrea2 everarda@lerner.udel.edu

Polak, Peter3 ppolak@miami.edu

Galleta, Dennis F.4 galletta@katz.pitt.edu

Source:

Communications of the ACM; Mar2007, Vol. 50 Issue 3, p84-88, 5p, 2 Graphs

Document Type:

Article

Consumers’ first impressions (and loyalties) are made in the

opening moments of a Web site visit and the degree to which that visit may

be intruded by pop-ups, pop-unders, and banner ads.

Abstract:

The article examines the effects on online advertising on consumer retention. Online advertisements, including banners, pop-ups, and pop-unders have become ubiquitous annoyances for Internet users. The authors analyze the impact of online advertisements on web site visitors and provide a methodology for web designers to determine the appropriate amount of advertisement on a web site, depending on how intrusive the online advertisements are, what forms the ads take, and whether or not the ads interfere with a user's ability to remember site content.

This article outlines

Through this research, the authors have developed

Research showed

Author Affiliations:

1Assistant professor, MIS, Mason School of Business, College of William & Mary, Williamsburg, VA

2Assistant professor, Department of Accounting and MIS, University of Delaware, Newark, DE

3Assistant professor of CIS, School of Business Administration, University of Miami, Coral Gables, FL

4Professor of Business Administration, Joseph M. Katz Graduate School of Business University of Pittsburgh, PA

ISSN:

0001-0782

Accession Number:

24209677

Database:

Research Starters - Business

Full Text Database:

Computers & Applied Sciences Complete