The development of the Internet has increasingly led to advertisements presented on rich
and interactive websites offering users a high level of control over the contents they are …

Prior advertising research on advertising perception models has mainly focused on effects
that occur after consumers have been exposed to advertising stimuli. Little research has …

As with all forms of advertising, exposure is a necessary prerequisite for Internet banner ad
effectiveness. However, exposure does not guarantee a user's attention, an issue especially …

Based on a general framework of consumer perception and processing of advertising, this
study examines the impact of animation and ad format on the attention and memorization of …

Purpose The primary purpose of the current study was to examine how the presence of two
digital ad features–an ad skip option and an ad time display, representing behavioral and …

With advances in new technology, various formats of online advertising (eg, in-stream video
advertising) often force e-consumers to watch the advertisement during their goal-oriented …

Consumers' negative reactions and avoidance of online video advertising is a serious
problem. In order to address this problem and understand the underlying psychological …

The current study aimed to examine elements that affect time to ad recognition on social
media including ad types and disclosure repetition. Additionally, this study examined the …

Audiences are hostile to advertising on the Internet, so ad-supported video streaming
services have experimented with new interactive formats to make viewers more receptive to …

Advertising researchers do not understand fully the impact different advertisement
placement and delivery vehicles have on the mobile user's experience. To better grasp the …