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Factors affecting consumers’ “Webad” visits

Article Information:

Title:

Factors affecting consumers’ “Webad” visits

Author(s):

Niranjan V. Raman, John D. Leckenby

Journal:

European Journal of Marketing

Year:

1998

Volume:

32

Issue:

7/8

Page:

737 - 748


ISSN:

0309-0566


DOI:

10.1108/03090569810224128

Publisher:

MCB UP Ltd

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Abstract:

Attracting consumers to a marketer Web site is critical to the effectiveness of a Web presence, and longer visits are a possible measure of success of these Web sites. Since marketers are interested in consumers’ longer visits at their Web sites, it becomes important to examine the factors that influence visits. The present study uses an empirical approach to determine the factors that affect individual exposure to material at Web sites created with a commercial intent.

Keywords:

Advertising, Advertising effectiveness, Consumer behaviour, Consumer marketing, Internet, Marketing communications


Article Type:

Research paper


Article URL:

http://www.emeraldinsight.com/10.1108/03090569810224128

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