Assessing the impact of offline URL advertising

Maggie Geuens, Delphine Vantomme and Bert Weijters

Vlerick Leuven Gent Management School Working Paper Series from Vlerick Leuven Gent Management School

Abstract: To examine the impact of offline URL advertising, a quantitative study among internet users and non-users is carried out. For internet users, the results reveal a significant impact on each level of the hierarchy of effects. Respondents remembering an offline URL ad are more aware and have a higher knowledge of the site, show a more positive attitude towards the site, and indicate a higher intention to visit/revisit the site. Remarkably, offline URL advertising not only is able to attract internet users to the site the first time, but also to generate an impact over and above site experience by increasing the likelihood of revisiting the site. For internet non-users, offline URL advertising is significantly less effective.

Pages: 26 pages
Date: 2003-02-12
New Economics Papers: this item is included in nep-ind and nep-net
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.vlerick.be/en/2762-VLK/version/default/ ... vlgms-wp-2003-04.pdf (application/pdf)
Our link check indicates that this URL is bad, the error code is: 404 Not Found (http://www.vlerick.be/en/2762-VLK/version/default/part/AttachmentData/data/vlgms-wp-2003-04.pdf [301 Moved Permanently]--> https://www.vlerick.com/en/2762-VLK/version/default/part/AttachmentData/data/vlgms-wp-2003-04.pdf)

Related works:
Working Paper: Assessing the impact of offline URL advertising (2003)
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vlg:vlgwps:2003-4

Access Statistics for this paper

More papers in Vlerick Leuven Gent Management School Working Paper Series from Vlerick Leuven Gent Management School Contact information at EDIRC.
Bibliographic data for series maintained by Isabelle Vandenbroere ().