Consumer’s Attitude towards Display Google Ads

Mohammad Al Khasawneh, Abdel-Aziz Ahmad Sharabati (), Shafig Al-Haddad, Rania Al-Daher, Sarah Hammouri and Sima Shaqman
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Mohammad Al Khasawneh: King Talal School of Business Technology, Princess Sumaya University for Technology, Amman 11941, Jordan
Abdel-Aziz Ahmad Sharabati: Business Faculty, Middle East University, Amman 11831, Jordan
Shafig Al-Haddad: King Talal School of Business Technology, Princess Sumaya University for Technology, Amman 11941, Jordan
Rania Al-Daher: King Talal School of Business Technology, Princess Sumaya University for Technology, Amman 11941, Jordan
Sarah Hammouri: King Talal School of Business Technology, Princess Sumaya University for Technology, Amman 11941, Jordan
Sima Shaqman: King Talal School of Business Technology, Princess Sumaya University for Technology, Amman 11941, Jordan

Future Internet, 2023, vol. 15, issue 4, 1-19

Abstract: The context of Display Google ads and its components has significant importance to previous studies. However, the full understanding of the variables that influence both Display Google ads avoidance and intention to click has not been thoroughly acknowledged. Thus, this study aims to outline an entire understanding of the different variables that lead Display Google ads to be avoided or clicked on. A detailed review of previous studies has been completed to illustrate a thorough image of Display Google ads. Accordingly, this study developed a theoretical model combining four variables (Display Google ads’ Prior Experience, Originality, Relevance, and Credibility) that lead to affecting Display Google ads’ Avoidance and Intention to Click, with one mediator (Consumer’s Attitude). A quantitative methodology has been employed, in which an online survey has been used to collect data, which were collected from 358 respondents, then coded against AMOS. The data analysis results show that three independent variables positively impact the intention to click; however, credibility has the highest value, then relevance and originality, consequently., while Display Google ads prior experience had no impact on the intention to click. Finally, the research concluded different practical and theoretical implications, and future potential research, and limitations.

Keywords: display Google ads; online marketing; advertisements avoidance; intention to click; consumers attitude (search for similar items in EconPapers)
JEL-codes: O3 (search for similar items in EconPapers)
Date: 2023
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