Analysis of Contextual Effects of Advertising Banners

Sebastian Schöber; Harald Kindermann

doi:10.1007/978-3-030-60073-0_29

Analysis of Contextual Effects of Advertising Banners

Research output: Chapter in Book/Report/Conference proceedings › Conference contribution › peer-review

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.

Original language	English
Title of host publication	Information Systems and Neuroscience - NeuroIS Retreat 2020
Editors	Fred D. Davis, René Riedl, Jan vom Brocke, Pierre-Majorique Léger, Adriane B. Randolph, Thomas Fischer
Publisher	Springer
Pages	253-258
Number of pages	6
ISBN (Print)	9783030600723
DOIs	https://doi.org/10.1007/978-3-030-60073-0_29
Publication status	Published - 2020
Event	Virtual conference NeuroIS Retreat, 2020 - Vienna, Austria Duration: 2 Jun 2020 → 4 Jun 2020

Publication series

Name	Lecture Notes in Information Systems and Organisation
Volume	43
ISSN (Print)	2195-4968
ISSN (Electronic)	2195-4976

Conference

Conference	Virtual conference NeuroIS Retreat, 2020
Country/Territory	Austria
City	Vienna
Period	02.06.2020 → 04.06.2020

Keywords

Banner advertising
Brand decision
Mood
Online news article

Access to Document

10.1007/978-3-030-60073-0_29

Cite this

Schöber, S., & Kindermann, H. (2020). Analysis of Contextual Effects of Advertising Banners. In F. D. Davis, R. Riedl, J. vom Brocke, P.-M. Léger, A. B. Randolph, & T. Fischer (Eds.), Information Systems and Neuroscience - NeuroIS Retreat 2020 (pp. 253-258). (Lecture Notes in Information Systems and Organisation; Vol. 43). Springer. https://doi.org/10.1007/978-3-030-60073-0_29

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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.",

keywords = "Banner advertising, Brand decision, Mood, Online news article",

author = "Sebastian Sch{\"o}ber and Harald Kindermann",

note = "Publisher Copyright: {\textcopyright} 2020, The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG. Copyright: Copyright 2020 Elsevier B.V., All rights reserved.; Virtual conference NeuroIS Retreat, 2020 ; Conference date: 02-06-2020 Through 04-06-2020",

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doi = "10.1007/978-3-030-60073-0_29",

language = "English",

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series = "Lecture Notes in Information Systems and Organisation",

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editor = "Davis, {Fred D.} and Ren{\'e} Riedl and {vom Brocke}, Jan and Pierre-Majorique L{\'e}ger and Randolph, {Adriane B.} and Thomas Fischer",

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Schöber, S & Kindermann, H 2020, Analysis of Contextual Effects of Advertising Banners. in FD Davis, R Riedl, J vom Brocke, P-M Léger, AB Randolph & T Fischer (eds), Information Systems and Neuroscience - NeuroIS Retreat 2020. Lecture Notes in Information Systems and Organisation, vol. 43, Springer, pp. 253-258, Virtual conference NeuroIS Retreat, 2020, Vienna, Austria, 02.06.2020. https://doi.org/10.1007/978-3-030-60073-0_29

Analysis of Contextual Effects of Advertising Banners. / Schöber, Sebastian; Kindermann, Harald.
Information Systems and Neuroscience - NeuroIS Retreat 2020. ed. / Fred D. Davis; René Riedl; Jan vom Brocke; Pierre-Majorique Léger; Adriane B. Randolph; Thomas Fischer. Springer, 2020. p. 253-258 (Lecture Notes in Information Systems and Organisation; Vol. 43).

Research output: Chapter in Book/Report/Conference proceedings › Conference contribution › peer-review

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T1 - Analysis of Contextual Effects of Advertising Banners

AU - Schöber, Sebastian

AU - Kindermann, Harald

N1 - Publisher Copyright: © 2020, The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG. Copyright: Copyright 2020 Elsevier B.V., All rights reserved.

PY - 2020

Y1 - 2020

N2 - 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.

AB - 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.

KW - Banner advertising

KW - Brand decision

KW - Mood

KW - Online news article

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Y2 - 2 June 2020 through 4 June 2020

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Analysis of Contextual Effects of Advertising Banners

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