How do green firms appeal users with pop-ups and in-line ad`s as an effective tool to distort their attitude.  

Oleh:

Lameck, Daniel ; Hsieh, Ying-Jiun

Jenis: Article from Proceeding
Dalam koleksi: SIBR-Thammasat 2014 Conference on Interdisciplinary Business & Economics Research June 5th- 7th, 2014 di Emerald Hotel Bangkok, page 1-16.
Topik: Green advertising; Consumer attitudes; General advertising; Appealing
Fulltext: b14-062.pdf (87.26KB)

Isi artikel

The internet industry makes a distinction between rich media pop-ups and in-line ad`s marketing to offer great opportunities for green advertising and marketing activities supported by website advertising to allow green firms to directly convey messages to the consumers. There is currently no better method of demonstrating user`s attitudes towards a website green advertising, as it brings to the surface both user`s consciousness thoughts and feeling and their subconsciousness attitude processes towards green products. Green firms can make use of different appeals to trigger a type of emotion among customers and commonly used when the motive behind the purchase is caused by an emotion. Since there is an increase of environmental concern for consumers and Government in Taiwan, it is of great significance for advertisers to understand the precise differences between general advertising and green advertising and how to approach the two differently for desired effect. The study discusses its relevance and investigates antecedents of consumer attitudes toward advertising via pop-ups and in-line ad`s. Analysis was based on web oriented consumers survey. The study discussed the factors perceived to be more important in green advertising and how could it affect current approach to distort consumers’ attitude.

Opini Anda

Klik untuk menuliskan opini Anda tentang koleksi ini!

Kembali