Online Banner Advertising: A study of Consumer Responses to Various Factors

Abstract

This study explores the role of the celebrity endorsement in consumer attitude formation and behavioral intention on the Web. The purpose of this paper is to identify how the various factors and interactivity influence attitude toward the target ads and click-through intention. The findings indicate that the celebrity factor of the online advertising possibly play not only the role of leverage as causal effect when consumers form their attitude toward the banner advertising, but also that theses factors indirectly influence click-through intention.

Key words: online banner, attitude, celebrity, animation