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Assessing the impact of offline url advertising
Geuens, Maggie Vantomme, D. Weijters, Bert Goessaert, Geert
Geuens, Maggie
Vantomme, D.
Weijters, Bert
Goessaert, Geert
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Publication Type
Working paper
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Supervisor
Publication Year
2003
Journal
Book
Publication Volume
Publication Issue
4
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Publication End page
Publication NUmber of pages
26
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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.
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Keywords
Consumer Behaviour