Analysis of Contextual Effects of Advertising Banners

Sebastian Schöber, Harald Kindermann

Publikation: Beitrag in Buch/Bericht/TagungsbandKonferenzbeitragBegutachtung

Abstract

In the light of the fact that advertising contacts can be affected by the surrounding contents, this paper focuses on answering the question to what extent the mood, triggered by an online news article in which a banner is placed, influences the brand decision. It seems that, the content of an article will not impact the effect of the banner and thus on brand decisions. A conducted experiment revealed that neither negative, neutral nor positive articles had a significant impact on the brand decision. Due to the exploratory approach of the study and the fact that similar publications show different results, more research is needed to clarify the discrepancy.

OriginalspracheEnglisch
TitelInformation Systems and Neuroscience - NeuroIS Retreat 2020
Redakteure/-innenFred D. Davis, René Riedl, Jan vom Brocke, Pierre-Majorique Léger, Adriane B. Randolph, Thomas Fischer
Herausgeber (Verlag)Springer
Seiten253-258
Seitenumfang6
ISBN (Print)9783030600723
DOIs
PublikationsstatusVeröffentlicht - 2020
VeranstaltungVirtual conference NeuroIS Retreat, 2020 - Vienna, Österreich
Dauer: 2 Jun 20204 Jun 2020

Publikationsreihe

NameLecture Notes in Information Systems and Organisation
Band43
ISSN (Print)2195-4968
ISSN (elektronisch)2195-4976

Konferenz

KonferenzVirtual conference NeuroIS Retreat, 2020
Land/GebietÖsterreich
OrtVienna
Zeitraum02.06.202004.06.2020

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