The Effect of Banner Advertising on Internet Purchasing

Topics:
Internet Advertising
Tags:
Advertisement,
Banner Advertisement,
Business Environment,
Internet
Source:
University of Chicago

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Overview: The electronic business environment has given rise to new forms of advertising instruments such as banner advertising, pop-ups and search-based links. However, little research exists on the relationship between advertising exposure and actual purchasing on the Internet. In this research, one focuses on a hitherto unexplored question ' does banner advertising affect purchasing patterns on the Internet. In particular, using a behavioral database consisting of customer purchases at a website along with individual advertising exposure, this paper measure the impact of banner advertising on current customers' probabilities of buying again while accounting for duration dependence.

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Format: PDF | Size: 239KB | Date: Aug 2004 | Pages: 27

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