The effects of online advertising

✍ Scribed by McCoy, Scott; Everard, Andrea; Polak, Peter; Galletta, Dennis F.

• Book ID: 120648185
• Publisher: Association for Computing Machinery
• Year: 2007
• Tongue: English
• Weight: 129 KB
• Volume: 50
• Category: Article
• ISSN: 0001-0782
• DOI: 10.1145/1226736.1226740

✦ Synopsis

Consumers' first impressions (and loyalties) are made in the opening moments of a Web site visit and the degree to which that visit may be intruded by pop-ups, pop-unders, and banner ads.