Media strategy vs. content strategy in online advertising: Exploring the influence of consumers' goal-directedness for web navigation

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Abstract

As the Internet grows rapidly, how online media can be best utilized for advertising purposes increases its importance. Based on the Elaboration Likelihood Model (ELM), this research incorporates consumers' goal-directedness for Web navigation as an important moderator influencing the success of online advertising strategies. Using the lab experiment approach, results of this research not only support the perspective of the ELM but also show how both advertising strategies (media/content) should be designed and implemented in accordance with consumers' goal-directedness for Web navigation to achieve maximum advertising effectiveness. Results of this research demonstrate the uniqueness of the online media and also remind future researchers of the importance of goal-directness for Web navigation and consumer involvement in the online advertising context.

Original languageEnglish
StatePublished - 2007
Event11th Pacific Asia Conference on Information Systems: Managing Diversity in Digital Enterprises, PACIS 2007 - Auckland, New Zealand
Duration: 3 Jul 20076 Jul 2007

Conference

Conference11th Pacific Asia Conference on Information Systems: Managing Diversity in Digital Enterprises, PACIS 2007
Country/TerritoryNew Zealand
CityAuckland
Period3/07/076/07/07

Keywords

  • Content strategy
  • Elaboration likelihood model
  • Goal-directedness
  • Involvement
  • Media strategy

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