NDLI: Revising the Effects of Online Advertising Attributes on Consumer Processing and Response

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Revising the Effects of Online Advertising Attributes on Consumer Processing and Response

Content Provider	Scilit
Author	Shaouf, Abubaker A Ab
Copyright Year	2018
Description	With advances in technology, the internet has allowed advertisers to design advertisements with unique features that can help capture consumers' visual attention and enhance their psychological states such as attitudes and emotions. Yet, web advertising features and attributes can significantly contribute to online consumer behaviors. This paper strives to provide guidelines for researchers and advertisers as to what outlines the effects of online advertising design on consumers' processing and multiple outcomes. The findings indicated that exposure to a well-designed online advertisement can influence several cognitive and emotional responses, such as attention to the ad, motivations to process the ad, depth of processing, pleasure, arousal, and online purchase intention. According to the present review, consumer involvement is regarded as an important moderator in the relationships between web advertising content as well as design and several responses, including consumers' intention to search and process information. The article concludes by identifying several areas of opportunities for advancing our understanding of web advertising effects. Marketers and advertisers will find the current work useful, as it can be used to maximize the effectiveness of web advertising.
ISSN	1918719X
e-ISSN	19187203
DOI	10.5539/ijms.v10n1p39
Journal	International Journal of Marketing Studies
Issue Number	1
Volume Number	10
Language	English
Publisher	Canadian Center of Science and Education
Publisher Date	2018-02-03
Access Restriction	Open
Subject Keyword	Online Advertising Web Advertising
Content Type	Text
Resource Type	Article

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