Ads Suit Up! Effects of Website and Advertiser Credibility on Consumer Responses to Banner Ads

Markus Hug, Klaus Opwis, Nina T. Suter, Elisa D. Mekler

Research output: Contribution to conferenceAbstractScientificpeer-review

Abstract

Effective communication on the internet is becoming increasingly difficult for advertisers, as they have to compete with many others for user attention. We examine the role of source credibility (specifically website and advertiser credibility) as a means to increase advertising effectiveness. Our results showed that website credibility affects ad credibility, whereas advertiser credibility also enhances attitude toward the brand, and users’ purchase intention. Based on these findings, we discuss implications and opportunities for future research on online advertising.

Original languageEnglish
Pages1803-1808
Number of pages6
DOIs
Publication statusPublished - 27 Apr 2013
MoE publication typeNot Eligible
EventACM SIGCHI Annual Conference on Human Factors in Computing Systems - Paris, France
Duration: 27 Apr 20132 May 2013
Conference number: 31
http://chi2013.acm.org/

Conference

ConferenceACM SIGCHI Annual Conference on Human Factors in Computing Systems
Abbreviated titleACM CHI
CountryFrance
CityParis
Period27/04/201302/05/2013
Internet address

Keywords

  • Advertiser Credibility
  • Banner Advertising
  • Internet Ads
  • Source Credibility
  • Website Credibility

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