Consumer Responses to Creative Platform of the Internet Advertising

ChangHyun Jin and Jongwoo Jun WJMCR 9 (April 2007) Sections: Introduction|Conceptualization|Methodology|Results|Conclusion Abstract This study explores the role of the creative platform in consumer attitude formation and behavioral intention on the Web. The purpose of this paper is to identify how the creative factors and interactivity influence attitude toward the target ads and click-through intention. The findings […]