Antecedents and Consequences of Web Advertising Credibility: A Study of Consumer Response to Banner Ads
Abstract
Rapid growth in online advertising revenues indicates the viability of World Wide Web advertising as an alternative to that of traditional media. Practitioners and academicians recognize that building credibility is important in this relatively new environment. To date, no academic research has explored the interplay of vehicle and advertiser source credibility in determining advertising effects on the web. The present study explores antecedents and consequences of online advertising credibility and examines the effects of (1) website credibility, (2) ad relevance (the advertised product’s relevance to website content), and (3) advertiser credibility on ad credibility, ad and brand attitudes, and product purchase intentions. Structural equation modeling systematically tested and refined a model representing interrelated relationships among the relevant variables. The results suggest that source credibility is vital to understanding web advertising effectiveness. Managerial implications and directions for future research are provided.
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The perceived credibility of the green advertisement is a key antecedent of attitudes towards the ad and the brand.
“In line with other forms of advertising, the perceived credibility of the green advertisement is a key antecedent of attitudes towards the ad and the brand (Choi and Rifon, 2002; MacKenzie and Lutz, 1989; Tucker et al. , 2012).”
From How Claim Specificity Can Improve Claim Credibility in Green Advertising (2018) · cites this paper as Choi and Rifon, 2002
Cites
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Self-citationPersonal profile information as cues of credibility in online travel reviews
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How Claim Specificity Can Improve Claim Credibility in Green Advertising
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- Authors
- Choi, S. M., & Rifon, N. J.
- Affiliations
- The University of Texas at Austin (US)
- Michigan State University (US)
- ORCID
- Choi, Sejung Marina
- Venue
- Journal of Interactive Advertising
- Publisher
- Informa UK Limited
- Published
- 2002-09
- Volume
- 3
- Issue
- 1
- Pages
- 12-24
- ISSN
- 1525-2019 (ISSN-L)
- OpenAlex
- W1538290895
- Cited by
- 248
- References
- 4
- Citations by year
- 2026: 9 · 2025: 7 · 2024: 15 · 2023: 15 · 2022: 21 · 2021: 20 · 2020: 12 · 2019: 13 · 2018: 17 · 2017: 15 · 2016: 12 · 2015: 11 · 2014: 19 · 2013: 18 · 2012: 13
- FWCI
- 3.91
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Interactive Advertising (publishedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Keywords
- online advertising, advertising credibility, source credibility, website credibility, ad relevance, brand attitude, purchase intention, advertising effectiveness
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