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| Author: | Cheng, J. (et al.) |
| Title: | Consumer attitudes and interactive digital advertising |
| Journal: | International Journal of Advertising
2009 : VOL. 28:3, p. 501-525 |
| Index terms: | consumers attitudes digital technology advertising |
| Language: | eng |
| Abstract: | This article examines consumer attitudes towards four sub-types of interactive digital advertising. These four sub-types are internet-based e- and email advertising, and mobile-phone-based SMS- and MMS-type advertising. Data analysis extracts three attitudinal forms towards interactive digital advertising. These are "informative", "entertaining" and "irritating". In this research the three attitudinal forms are compared towards the four sub-types of interactive digital advertising. The findings reveal that consumers hold different attitudes towards the four sub-types of interactive digital advertising. |
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