Attitude towards Internet advertising in the Hong Kong context

Pao Yue-kong Library Electronic Theses Database

Attitude towards Internet advertising in the Hong Kong context

 

Author: Tam, Yu-chau
Title: Attitude towards Internet advertising in the Hong Kong context
Degree: M.B.A.
Year: 1998
Subject: Internet advertising
Internet marketing -- China -- Hong Kong
Marketing -- Communication systems -- Data processing
Hong Kong Polytechnic University -- Dissertations
Department: Dept. of Management
Pages: v, 75, [59] leaves : ill. ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1436958
URI: http://theses.lib.polyu.edu.hk/handle/200/1781
Abstract: The growing popularity of Internet as a medium of communication and information seeking has attracted a growing presence of advertisement on the World Wide Web (WWW). Owing to its uniqueness as compared to traditional marketing media, especially in terms of its interactive and multi-media property, Internet advertising has introduced a different marketing approach for the marketers in defining their strategies. However, it is imperative for marketers to have better understanding of the Internet and Internet marketing before they can tap the potential in this high-tech medium to promote their products or services. The unique characteristics of the Internet as a communication and marketing medium lead researchers to ask : Can traditional marketing concepts and theories be applicable to the study of the 'Internet marketing, which is relatively new in the marketing industry? This article presents results of survey in Hong Kong context, by replicating Ducoffe's work (Ducoffe, 1996) which focused on perceived value of Internet advertising and its role as an antecedent of the overall Internet users' affective attitudes. In additional, marketers always try to avoid consumers' negative attitude towards their advertisement, thus some of the variables relate to negative attitude towards Internet advertising are explored in the present study.

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