University of Twente Student Theses

Login

Online advertenties: de invloed van persoonlijke relevantie in online advertenties op de attitude van websitebezoekers

Kuipers, G. (2012) Online advertenties: de invloed van persoonlijke relevantie in online advertenties op de attitude van websitebezoekers.

[img] PDF
3MB
Abstract:Personalized advertisements on the internet are common nowadays. Companies like Google have been using these kinds of advertisement for a few years now. In 2008 Campbell & Wright conducted a study about these kinds of personalized advertisements or personal relevant advertisement. Their research suggested that personalized advertisements work better and were more appreciated than normal advertisements. The research reported in this study was build on the foundation of Campbell and Wright (2008). A change worth mentioning is the addition of two types of personal relevance: short- and long term relevance. Short term relevance implies that a person is interested in something for a short period of time. For example, someone who wants to get a new mobile phone subscription. Long term relevance implies a hobby. For example, football. Campbell and Wright (2008) only investigated short term relevance. This research tries to answer the same hypotheses as the research mentioned earlier (with a few exceptions). Hypotheses 1: For a repetitive online advertisement, a user’s attitude toward the ad is positively affected by the level of personal relevance in the advertisement. Hypotheses 2: In situations of repetitive online advertising, a user’s attitude toward a website is positively affected by the level of personal relevance in the advertisements. Hypotheses 3: A repetitive relevant online advertisement will have a positive effect on the user’s attitude towards an irrelevant online advertisement on the same place on the same page. Two studies have been conducted; one for short term relevance and one for long term relevance. The test subjects were given a website (relevant or irrelevant) with an advertisement (relevant or irrelevant). They were also exposed to an extra irrelevant advertisement to measure the influence of the relevant or irrelevant advertisement they saw earlier. The results were partially similar to the results of Campbell and Wright (2008). They confirmed hypotheses 1; this research also confirmed hypotheses 1, but only for short term relevance. In one of their studies they confirm hypotheses 2; in this research hypotheses 2 was rejected for short- and long term relevance. Campbell and Wright didn’t research hypotheses 3; in this research hypotheses 3 was rejected for short- and long term relevance. Due to this research, some interesting new questions can be investigated in future research. For example: How do these conclusions hold up with the use of other types of advertisements like flash-banners or skyscraper ads etcetera.
Item Type:Essay (Master)
Clients:
AdDynamics BV
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/61535
Export this item as:BibTeX
EndNote
HTML Citation
Reference Manager

 

Repository Staff Only: item control page