| 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: | Department of Management |
| Pages: | v, 75, [59] leaves : ill. ; 30 cm |
| Language: | English |
| 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. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| b14369588.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 3.73 MB | Adobe PDF | View/Open |
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