The authors provide an integrative processing model of Internet advertising, which
incorporates the functional and structural schools of thought. The model begins with the …

Our study empirically examined how Davis's Technology Acceptance Model (TAM) helped
managers predict a user's intention to revisit a website and how this changed over time as a …

Generation Y is regarded as the elusive new youth market, whose members are as resistant
to advertising efforts as were members of Generation X before them. To investigate various …

Las Tecnologías de la Información y de la Comunicación (TIC) están configurando un nuevo
escenario económico, caracterizado por rápidos cambios tecnológicos, una creciente …

Self-congruity research investigates the influence of similarities between consumer self-
concept (ie personality) and the image of branded products (ie brand personality) on brand …

While marketers often rely upon banner ads to generate revenues, it is unclear as to how
these ads might influence consumer perceptions of host websites. In this paper, we conduct …

Purpose–Researchers often attempt to assess how different features and content will
improve the experience of web site users. One assessment technique is to measure the …

In this study, the authors identify twelve dimensions of cyberspace on the Web through factor
analyses of data generated by coders of web sites. A lengthy list of Web site attributes is …

Sport is a fixture of American culture. The fusion of sport, media, and advertising lends
growing importance to managing the attitudes of consumers. Scholars have made a …

This thesis is about interactivity. It is about the dimensions of interactive communication
which have become a major element of contemporary marketing practice. The concept of …