The Effect of Webpage Complexity and Banner Animation on Banner Effectiveness in a Free Browsing Task
Volume: 35, Issue: 13, Pages: 1192 - 1202
Published: Sep 19, 2018
Abstract
The effectiveness of banner advertisements has gained considerable attention among academics and practitioners. Despite the research progress in investigating the effect of banner properties (e.g., animation and location) on user perception and behavior, there is still a very limited understanding of how the properties of a banner and the surroundings of a website on which a banner is displayed can jointly influence its effectiveness. This study...
Paper Details
Title
The Effect of Webpage Complexity and Banner Animation on Banner Effectiveness in a Free Browsing Task
Published Date
Sep 19, 2018
Volume
35
Issue
13
Pages
1192 - 1202
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