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Sustainability 2017, 9(8), 1317; doi:10.3390/su9081317

Coercive Tactics and Web Advertising Performance

Department of International Business and Trade, Kyung Hee University, Seoul 130-701, Korea, yemannuer@khu.ac.kr (J.L.)
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Received: 11 June 2017 / Revised: 16 July 2017 / Accepted: 20 July 2017 / Published: 28 July 2017
(This article belongs to the Section Economic, Business and Management Aspects of Sustainability)
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Abstract

By questioning contemporary coercive or intrusive web advertising activities, this study sheds light on the recent conditions of web advertising by focusing on a comprehensive process that leads to web ad performance. A total of 400 questionnaires were distributed by the principal investigators of this study. 170 were returned from 200 distributed questionnaires given in South Korea and 100 were returned from 200 distributed questionnaires in China. The responses total 248 out of 400 distributed questionnaires. The relationships among the measured factors are analyzed by the structural equation modeling method. Results show that the use of web ad tactics often leads to negative consequences, creating a user present avoidance behavior condition towards both the ad and ad-hosting website. In terms of the performance of the ad-hosting website, website retention was strongly influenced by content blocking. In addition, the results of the comparative test suggest that the influence of avoidance on advertising performance is stronger among users of newspaper websites than e-commerce websites. View Full-Text
Keywords: web advertising performance; ad persuasiveness; website retention; relevance; coercive tactics; discrepancy web advertising performance; ad persuasiveness; website retention; relevance; coercive tactics; discrepancy
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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MDPI and ACS Style

Lee, J.; Kang, I.; Stanfield, J. Coercive Tactics and Web Advertising Performance. Sustainability 2017, 9, 1317.

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