Web Advertising Value and Students’ Attitude Towards Web Advertising

Abstract

Internet has changed the type of relationship between advertisers, advertising agencies, the media and consumers. Rapid growth in Web Ad (WA) revenues indicates the viability of WA as an alternative to that of traditional media. This rapid expansion of advertising to web sites requires a better understanding about users' perceptions of Web Ads since attributes of the media can affect consumer attitudes towards advertising. Therefore, it has also become increasingly important for today's advertisers to create favorable attitudes towards their Websites. The aim of this research is to identify attitudes of Internet users towards web advertising. In other words, this study investigates the interrelationships between Web Advertising Value (WAV) and Attitude Towards Web Advertising (AWA). The antecedents of advertising value namely, irritation, informativeness, credibility, entertainment will also be incorporated. Data is collected from 413 students of Marmara University Faculty of Business Administration. Responses are evaluated via structural equation modelling which enables researchers to offer a model that explain consumer behavior in online environments.

Keywords: Web advertising, web advertising value, consumer behavior, attitude towards web advertising, structural equation modelling.