TY - JOUR
T1 - Consumer acceptance of online display advertising - the effects of ad characteristics and attitude toward online advertising
AU - Odoom, Priscilla Teika
AU - Narteh, Bedman
AU - Odoom, Raphael
N1 - Publisher Copyright:
Copyright © 2022 Inderscience Enterprises Ltd.
PY - 2022
Y1 - 2022
N2 - Extant research address online display advertising effectiveness as a function of ad characteristics. However, issues regarding the influence of specific ad characteristics remain under explored and fragmented. Also, the role of ATOA in facilitating the effects of ad characteristics on consumers' ad acceptance is not properly addressed. Yet, these insights are essential for marketers to break through the clutter and enhance favourable reactions toward their display ads. This study extends existing online advertising literature by examining the influence of interactivity, placement, informativeness, personalisation, and exposure condition on ad acceptance; and also assesses the intervening effect of ATOA in these relationships, using the stimulus organism response model as a theoretical lens. An online survey was employed to gather the study data which was analysed using structural equation modelling. Findings support all except placement as essential ODA characteristics that directly influence ad acceptance among consumers, and ATOA strongly mediated of these relationships.
AB - Extant research address online display advertising effectiveness as a function of ad characteristics. However, issues regarding the influence of specific ad characteristics remain under explored and fragmented. Also, the role of ATOA in facilitating the effects of ad characteristics on consumers' ad acceptance is not properly addressed. Yet, these insights are essential for marketers to break through the clutter and enhance favourable reactions toward their display ads. This study extends existing online advertising literature by examining the influence of interactivity, placement, informativeness, personalisation, and exposure condition on ad acceptance; and also assesses the intervening effect of ATOA in these relationships, using the stimulus organism response model as a theoretical lens. An online survey was employed to gather the study data which was analysed using structural equation modelling. Findings support all except placement as essential ODA characteristics that directly influence ad acceptance among consumers, and ATOA strongly mediated of these relationships.
KW - ATOA
KW - ODA
KW - ad acceptance
KW - attitude toward online advertising
KW - exposure condition
KW - interactivity
KW - online display advertising
KW - personalisation
KW - stimulus-organism-response model
UR - http://www.scopus.com/inward/record.url?scp=85131403394&partnerID=8YFLogxK
U2 - 10.1504/IJIMA.2022.123156
DO - 10.1504/IJIMA.2022.123156
M3 - Article
AN - SCOPUS:85131403394
SN - 1477-5212
VL - 16
SP - 317
EP - 343
JO - International Journal of Internet Marketing and Advertising
JF - International Journal of Internet Marketing and Advertising
IS - 4
ER -