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Online Display Advertising: The Influence of Web Site Type on Advertising Effectiveness
Author(s) -
Auschaitrakul Sumitra,
Mukherjee Ashesh
Publication year - 2017
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.21000
Subject(s) - online advertising , advertising , display advertising , contextual advertising , web site , search advertising , psychology , the internet , advertising research , feeling , world wide web , fluency , antecedent (behavioral psychology) , computer science , social psychology , business , mathematics education
This research shows that online display advertising is more effective in terms of attitudes toward the ad and brand when it appears on commercial Web sites such as Walmart or Amazon, compared to social Web sites such as LinkedIn or Facebook. Consistent with a fit‐fluency mechanism, this effect of Web site type on advertising effectiveness was found to be driven by higher feelings of processing fluency on commercial compared to social Web sites. Further consistent with a fit‐fluency framework, online display advertising was found to be more effective on brand compared to personal pages of social Web sites. These results contribute to the literature on Internet advertising by identifying Web site type as a new antecedent and fit‐fluency as a new mechanism underlying the effectiveness of online display advertising.