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DC FieldValueLanguage
dc.contributorDepartment of Managementen_US
dc.creatorTam, Yu-chau-
dc.publisherHong Kong Polytechnic University-
dc.rightsAll rights reserveden_US
dc.titleAttitude towards Internet advertising in the Hong Kong contexten_US
dcterms.abstractThe 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.en_US
dcterms.extentv, 75, [59] leaves : ill. ; 30 cmen_US
dcterms.isPartOfPolyU Electronic Thesesen_US
dcterms.educationalLevelAll Masteren_US
dcterms.LCSHInternet advertisingen_US
dcterms.LCSHInternet marketing -- China -- Hong Kongen_US
dcterms.LCSHMarketing -- Communication systems -- Data processingen_US
dcterms.LCSHHong Kong Polytechnic University -- Dissertationsen_US
dcterms.accessRightsrestricted accessen_US

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