Contents
Title
The Moderating Factors of Click on Intrusive Online Advertising
Author
Sarah Fakhir,
Classification JEL
M31
Abstract
The advent of new media such as Internet, has allowed the advertising communication a new boom. Now integrated into the communication strategy, online advertising is not only means of budgetary savings but also an essential tool for the brand and sales development. In the context of intrusive advertising on websites, the major objective of this study is to shed light on most important variables that influence the click behavior among Internet users and identify the consequences on the brand and the company for a greater understanding and perception of this advertising message. The methodology of the study is carried out in the form of experimentation of a population of 960 people exposed to 34 combinations of different forms of intrusive advertisements. This study is being experimented no results can be exposed. The implications are set out at the end of this article.
Keywords
online advertising, web-site object, behavior, click, intrusion, comprehension, characteristics of online advertising, perception.
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