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Impact of web banner advertising frequency on attitude

Rahim Hussain (University of Dubai, Dubai, United Arab Emirates)
Ahmed Shahriar Ferdous (Deakin University, Geelong, Australia)
Gillian Sullivan Mort (La Trobe University School of Business, Melbourne, Australia)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 9 April 2018

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Abstract

Purpose

The purpose of this paper is to examine whether advertising type (static or dynamic) and appeal (emotional or rational) moderate the relationship between web banner advertising frequency and consumer attitudinal response.

Design/methodology/approach

A laboratory experiment involving 400 participants was conducted to test for the moderating effect. Factorial ANOVA is used to measure brand attitude.

Findings

The results identified that the web banner advertisement type acted as a moderator between frequency and brand attitude. However, the moderating effect of banner advertisement appeal was found to be insignificant at a single banner advertisement frequency (i.e. exposure) but significantly different at a higher frequency. The study findings provide better directives for online marketers.

Practical implications

The major limitation is the fact that the impact of banner advertisement frequency was manipulated from one to five exposures. Future research needs to determine what happens after the fifth exposure, perhaps ten exposures or more, to determine the wear-out effect and in turn, to decide on the optimal frequency level in an effort to design more appropriate web communication strategies.

Social implications

The result shows that pop-up banner advertisements are intrusive, and that high level of exposures to pop-up banner advertisement could annoy online users. Thus, online advertisers should avoid repeating the pop-up banner advertisements because this could adversely affect the attitude towards the online advertising in general, and could also negatively influence attitudes towards the brand and ultimately effect online purchase.

Originality/value

This study contributes to the theory by providing more insights into the repetition effect, and comprehensive conclusions can be drawn based on the manipulation of banner advertisement frequency on different frequency levels. The research identifies that if the communication objective is to generate brand attitude, different strategies can be adopted depending on the banner advertisement type (pop-up vs static) and banner advertisement appeal (emotional vs rational).

Keywords

Citation

Hussain, R., Ferdous, A.S. and Mort, G.S. (2018), "Impact of web banner advertising frequency on attitude", Asia Pacific Journal of Marketing and Logistics, Vol. 30 No. 2, pp. 380-399. https://doi.org/10.1108/APJML-04-2017-0063

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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