Website Interactivity and Promotional Framing on Consumer Attitudes Toward Online Advertising: Functional versus Symbolic Brands.
Yu-Wen LiShu-Min YangTing-Peng LiangPublished in: Pac. Asia J. Assoc. Inf. Syst. (2015)
Keyphrases
- attitudes toward
- online advertising
- internet marketing
- website
- internet advertising
- statistically significant
- user behavior
- search advertising
- computer technology
- behavioral targeting
- high school
- college students
- advertising campaigns
- computer assisted language learning
- user experience
- display advertising
- e learning
- perceived usefulness
- sponsored search
- web pages
- gender differences
- computer usage
- survey instrument
- contextual advertising
- academic achievement
- dependent variables
- independent variables
- hong kong
- user interaction
- web based instruction
- electronic word of mouth