How Advertising Works on the WWW: Modified Elaboration Likelihood Model

Chang-Hoan Cho

281 citations0/0 files storedJournal of Current Issues & Research in Advertising

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Digital Marketing and Social Media Marketing and Advertising Strategies Consumer Market Behavior and Pricing

Abstract

This paper develops a model called Modified Elaboration Likelihood Model to understand how people process advertising on the Internet. An empirical study verifies the new model by examining several variables influencing voluntary exposure or clicking of banner ads. These variables include (a) level of personal and product involvement, (b) the size of a banner ad, (c) relevancy between the content of a vehicle and the product category of a banner ad, (d) attitude toward the vehicle, and (e) overall attitude toward Web advertising. The findings document significant relationships between these variables and clicking of banner ads and support the hypothesized model.

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References

1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1965The Impact of Television Advertising: Learning Without Involvement 1961A Model for Predictive Measurements of Advertising Effectiveness 2006Commercial Scenarios for the Web: Opportunities and Challenges 1961A Model for Predictive Measurements of Advertising Effectiveness 1995The One to One Future: Building Relationships One Customer at a Time 1982How Advertising Works: A Planning Model 1973New models for mass communication research

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