Influence of web advertising strategies, consumer goal-directedness, and consumer involvement on web advertising effectiveness

International Journal of Electronic Commerce

Volumn 13, Issue 4, 2009, Pages 67-96

  Wang, Kai ^a   Wang, Eric ^b   Farn, Cheng Kiang ^b  

^a NATIONAL UNIVERSITY OF KAOHSIUNG   (Taiwan)

^b NATIONAL CENTRAL UNIVERSITY   (Taiwan)

Author keywords

Appeal strategy; Consumers' involvement; Elaboration Likelihood Model; Goal directedness; Variation strategy; Web advertising

Indexed keywords

EID: 67749093432     PISSN: 10864415     EISSN: None     Source Type: Journal    
DOI: 10.2753/JEC1086-4415130404     Document Type: Article

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