Submitted by: Submitted by kavmnhr
Views: 259
Words: 250
Pages: 1
Category: Literature
Date Submitted: 09/10/2012 09:25 AM
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