Influence of Web Advertising Strategies, Consumer Goal-Directedness, and Consumer Involvement on Web Advertising Effectiveness

Kai Wang · Eric T. G. Wang · Cheng‐Kiang Farn

108 citations0/0 files storedInternational Journal of Electronic Commerce

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Digital Marketing and Social Media Marketing and Advertising Strategies Consumer Behavior and Marketing Influence

Abstract

Determining the best way to utilize on-line media for advertising purposes is a critical question. This research, based on the Elaboration Likelihood Model (ELM), incorporates consumer goal-directedness and involvement as moderators influencing when a particular advertising strategy (i. e., variation strategy vs. appeal strategy) will be appropriate for Web advertisements. The results of a laboratory experiment supported the use of ELM in the Web environment and showed how advertising strategies should be designed and implemented in accordance with consumer goal-directedness and involvement to achieve Web advertising effectiveness. The results demonstrated the uniqueness of the Web media and the importance of goal-directedness and consumer involvement in the Web advertising context.

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1985Measuring the Involvement Construct 1996Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations 2015Communication and Persuasion: Central and Peripheral Routes to Attitude Change 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 2000Measuring the Customer Experience in Online Environments: A Structural Modeling Approach 1986Strategic Brand Concept-Image Management 2007The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement 1988The Role of Involvement in Attention and Comprehension Processes

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2013Impact of Information Quality and User Interface Quality of Web-Site on Online Purchasing Intention of Cultural Products: Moderating Effect of Customer Involvement

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