The DOI matches its Crossref record; 2 of the 2 references it cites were found in a registry or an index.
Assessing the Effects of Animation in Online Banner Advertising: Hierarchy of Effects Model
Abstract
The present study attempts to examine the effects of animated banner ads, as well as the moderating effects of involvement, on each stage of the hierarchy of effects model, and to explore the applicability of the hierarchy of effects model to the banner advertising environment through an online experiment. The results provide support for the notion that animated banner ads prompt better advertising effects than do static ads. Animated banner advertising has better attention-grabbing capabilities, and generates higher recall, more favorable Aad, and higher click-through intention than static ads. Furthermore, an individual’s product involvement moderates the effects of animated banner advertising on recall, Aad, and click-through intention. However, the study does not provide solid evidence of the feasibility of the traditional hierarchical model (Cognition -> Affect -> Behavior) in the online banner advertising environment. Several implications and limitations of these results are discussed, and future research is suggested.
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Cites
The role of involvement in attention and comprehension processes
Celsi, R. L., & Olson, J. C. (1988) · Journal of Consumer Research · doi:10.1086/209158 · Cited by 2,070
How Advertising Works on the WWW: Modified Elaboration Likelihood Model
Cho, C.-H. (1999) · Journal of Current Issues & Research in Advertising · doi:10.1080/10641734.1999.10505087 · Cited by 281
Cited by
Yu, C., Zhang, Z., Lin, C., & Wu, Y. J. (2020) · Industrial Marketing Management · doi:10.1016/j.indmarman.2019.05.001 · Cited by 124
Smartphone Use and Academic Performance of University Students: A Mediation and Moderation Analysis
Ahmed, R. R., Salman, F., Malik, S. A., Streimikiene, D., Soomro, R. H., & Pahi, M. H. (2020) · Sustainability · doi:10.3390/su12010439 · Cited by 67
Segijn, C. M. (2019) · Annals of the International Communication Association · doi:10.1080/23808985.2019.1576020 · Cited by 27
Metadata
- Authors
- Yoo, C. Y., Kim, K., & Stout, P. A.
- Venue
- Journal of Interactive Advertising
- Publisher
- Informa UK Limited
- Published
- 2004-03
- Volume
- 4
- Issue
- 2
- Pages
- 49-60
- ISSN
- 1525-2019 (ISSN-L)
- OpenAlex
- W2256975651
- Cited by
- 159
- References
- 2
- FWCI
- 5.07
- Type
- journal article
- Language
- en
- Open access
- closed
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- Yoo, C. Y., Kim, K., & Stout, P. A. (2004). Assessing the Effects of Animation in Online Banner Advertising: Hierarchy of Effects Model. Journal of Interactive Advertising. https://doi.org/10.1080/15252019.2004.10722087
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
