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Tekijä:Cheng, J. (et al.)
Otsikko:Consumer attitudes and interactive digital advertising
Lehti:International Journal of Advertising
2009 : VOL. 28:3, p. 501-525
Asiasana:consumers
attitudes
digital technology
advertising
Kieli:eng
Tiivistelmä: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.
SCIMA tietueen numero: 270015
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