This study investigates the interactivity construct in terms of its antecedents (ie, motivations for
using the Internet) and consequences (ie, attitude toward the site, attitude toward the brand…

New digital technologies have dramatically changed the way firms communicate and interact
with consumers via digital media. In this digital era, what does the future of advertising look …

This study was designed to provide insights into why people avoid advertising on the Internet.
Recent negative trends in Internet advertising, such as "banner blindness" and extremely …

This paper develops a model called Modified Elaboration Likelihood Model to understand
how people process advertising on the Internet. An empirical study verifies the new model by …

… Chang-Hoan Cho University of Florida Jung-Gyo Lee University of Missouri-Columbia and
… Chang-Hoan Cho Chang-Hoan Cho is an assistant professor of advertising at the University …

This study was designed to understand which factors influence consumer hesitation or delay
in online product purchases. The study examined four groups of variables (ie, consumer …

This study analyzes trends, patterns, and rigorousness in research studies about the Internet
through a content analysis of published Internet-related papers in 15 major journals in …

This study is a cross-cultural examination of interactivity on US, UK, Japanese, and South
Korean corporate Web sites. Each Web site was content-analyzed for use of various …

By investigating the personality congruence between brands and sporting events, this study
explores which brands and sporting events fit together best. The results of our survey, which …

Concerned that inappropriate Internet content may jeopardize the health or safety of children,
this study is designed to provide insights into children's exposure to negative Internet …