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Ads suit up! Effects of website and advertiser credibility on consumer responses to banners ads

Hug, M. and Suter, N. and Mekler, E. and Opwis, K.. (2013) Ads suit up! Effects of website and advertiser credibility on consumer responses to banners ads. In: CHI '13 extended abstracts on human factors in computing systems, CHI '13. New York, pp. 1803-1808.

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Official URL: http://edoc.unibas.ch/dok/A6124660

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Abstract

Effective communication on the internet is becoming increasingly difficult for advertisers, as they have to compete with many others for user attention. We examine the role of source credibility (specifically website and advertiser credibility) as a means to increase advertising effectiveness. Our results showed that website credibility affects ad credibility, whereas advertiser credibility also enhances attitude toward the brand, and users' purchase intention. Based on these findings, we discuss implications and opportunities for future research on online advertising.
Faculties and Departments:07 Faculty of Psychology > Departement Psychologie > Forschungsbereich Persönlichkeits- und Entwicklungspsychologie > Allgemeine Psychologie und Methodologie (Opwis)
UniBasel Contributors:Hug, Markus and Mekler, Elisa D and Opwis, Klaus
Item Type:Conference or Workshop Item, refereed
Conference or workshop item Subtype:Conference Paper
Bibsysno:Link to catalogue
Publisher:ACM
Note:Publication type according to Uni Basel Research Database: Conference paper
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Last Modified:13 Sep 2013 08:00
Deposited On:13 Sep 2013 07:58

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