Online newspapers and banner Ads

Abstract

Rapid growth in online advertising revenues indicates that World Wide Web advertising is viable as an alternative to traditional media. In this new environment, academics and practitioners acknowledge the importance of establishing credibility and providing informative information in commercials. The current study analyzes the effectiveness of banner advertising and examines the impacts of (1) advertiser credibility and (2) informative advertisement on consumer attitudes toward advertisements and brands advertised on the online newspaper website detik.com. A survey of 104 respondents aged 16-35 was conducted using self-administered structured questionnaires. Structural equation modeling was then used to test and refine a model representing correlated relationships among the variables. The findings implied that advertiser credibility and the substance of informative advertising influenced attitudes toward advertising, whereas attitudes toward brands were affected by all variables investigated. For business practitioners, this study suggested that to improve customer attitudes toward advertisements and brands advertised; advertisers should assess the credibility and information delivered in advertisements.