Click, click, ad : the proportion of relevant (vs. irrelevant) ads matters when advertising within paginated online content
Anastasia Kononova, Wonkyung Kim, Eunsin Joo and Kristen Lynch
| Year of publication: |
2020
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| Authors: | Kononova, Anastasia ; Kim, Wonkyung ; Joo, Eunsin ; Lynch, Kristen |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 39.2020, 7, p. 1031-1058
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| Subject: | online banner ads | paginated online content | probability of congruent ads | relevancy and expectancy | thematic ad-context congruence | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Online-Handel | Online retailing | Konsumentenverhalten | Consumer behaviour | Website | Werbung | Advertising | Digitale Güter | Digital goods | Electronic Commerce | E-commerce |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2020.1732114 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012395639