Exploring effective advertising strategies : The roles of formats, content relevance and shopping tasks on ad recognition

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review

3 Scopus Citations
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Detail(s)

Original languageEnglish
Title of host publicationICIS 2009 Proceedings - Thirtieth International Conference on Information Systems
Publication statusPublished - 2009

Conference

Title30th International Conference on Information Systems, ICIS 2009
PlaceUnited States
CityPhoenix
Period15 - 18 December 2009

Abstract

The widespread application of Web-based technology has contributed not only to the content of advertising but also to the improvement of presentation formats. Animation has become a powerful presentation format on the Web. Despite its potential benefits, however, animation is no panacea. Practitioners and academics have been paying increased attention to the exploration of effective advertising strategies in the e-commerce environment. Drawing on theories in cognitive psychology, this study, by using a laboratory experiment, investigates the roles of presentation formats, content relevance and shopping tasks on ad recognition. The results show that abrupt and looming formats are effective formats in improving ad recognition. There is a significant three-way interaction between the formats, content relevance and shopping tasks on ad recognition. Specifically, the interaction effect of animation formats and content relevance is observed in browsing tasks, but not in searching tasks.

Research Area(s)

  • Ad recognition, Content relevance, Presentation formats, Shopping tasks

Citation Format(s)

Exploring effective advertising strategies : The roles of formats, content relevance and shopping tasks on ad recognition. / Jiang, Chunping; Lim, Kai H.; Sun, Yongqiang.

ICIS 2009 Proceedings - Thirtieth International Conference on Information Systems. 2009.

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review