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Abstract

The variables affecting click-through behavior and brand attitudes

 

Euijin Ahn, Ph.D.
Assistant Professor
Dept. of Media and Communication
Yeung Nam University

 

To understand click-through behavior, the effectiveness of banner ad size, involvement, and time cost on brand attitude and click-through was investigated in two computer-based experiment. Two 2 x 2 between subjects factorial designs employing 122 student participants was used to test specific hypotheses. Surprisingly, the results indicated that small banner ads were more effective in affecting brand attitude than large banner ads. Banner ad size, however, did not affect click-through. As expected, viewers' involvement and time cost affected click-through. Implications for generating attitudes versus click-through are discussed.

 

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Key Word : Banner ad, Click-through, Ad size