WEB USERS’ ATTITUDE TOWARD POP-UP ADVERTISEMENTS IN WESTERN PROVINCE OF SRI LANKA

  • Ishara Madurangi Katuwandeniya Sabaragamuwa University of Sri Lanka, Srilanka
  • Ashani Randi Shanika Abeywardana Sabaragamuwa University of Sri Lanka, Srilanka
Keywords: web users’ attitude, web advertisements, pop-up ads

Abstract

Advertisers have been able to expose to modern channels and modern platforms of advertising. This enables to create an immediate global presence and generate greater value to the companies. Among these modern platforms, the internet act as a communication medium that allows companies to create awareness, provide information, and influence others. Therefore companies increasingly saw the internet as an important medium through which advertising messages can be directed towards consumers. Using a self-administered questionnaire, a survey study was conducted, and data were collected from 360 university students of four major universities in Western Province. The findings of the study revealed that only entertaining and irritating factors impact on attitude toward pop-up ads. While entertaining factor positively impacts on attitude, irritating factor negatively impacted on the attitude towards pop-ups. Critical consideration by companies before choosing a pop-up as their advertising mode is needed as web users' negative attitude towards it can impact adversely. Further, it will be helpful for advertisers to create more attractive and user-friendly pop-up advertisements.

References

Aziz, N. A., & Ariffin, A. A. (2010). Exploring consumers attitude towards web advertising and its influence on web ad usage in Malaysia. journal Pengurusan, 31, 55-63.

Cheng, J. M.-S., Blankson, C., Wang, E. S.-T., & Chen, L. S.-l. (2009). Consumer attitudes and interactive digital advertising. International Journal of Advertising: The Review of Marketing Communications, 28(3), 501-525.

Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21-35.

Ha, Y. W., Park , M.-C., & Lee , E. (2014). A framework for mobile SNS advertising effectiveness: user perceptions and behaviour perspective. Behaviour & Information Technology, 33(12), 1333–1346.

Jung, J., Shim, S. W., Jin, S. H., & Khang, H. (2016). Factors affecting attitudes and behavioural intention towards social networking advertising: a case of Facebook users in South Korea. International Journal of Advertising, 35(2), 248-265.

Kapesa, D. L. (2014). Green Firm's Use of Pop-Ups and In-Line Ads to Affect Consumer Attitude. National Chung Hsing University.

Kotler, P., & Keller, K. L. (2012). Marketing Management. 14th ed. Pearson Education Inc.

Le, T. D., & Vo, H. (2017). Consumer attitude towards website advertising formats: a comparative study of banner, pop-up and in-line display advertisements. International Journal of Internet Marketing and Advertising, 11(3), 202-217.

Chan, M. L., Chee, H. L., Chin, S. P., & Sim, G. X. (2014). Consumers' attitude towards online advertising: the study on information responses. Doctoral dissertation, UTAR.

Li, H., Edwards, S. M., & Lee , J. H. (2002). Measuring the Intrusiveness of Advertisements: Scale Development and Validation. Journal of Advertising, 31(2), 37–47.

MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of marketing, 53(2), 48-65.

Mahmoud, A. B. (2014). Linking information motivation to attitudes towards web advertising. Journal of Islamic Marketing, 5(3), 396-413.

McCoy, S., Everard, A., Galletta, D., & Polak, P. (2004). A Study of the effects of online advertising: A focus on pop-up and in-line ads. SIGHCI 2004 Proceedings, 50-54. Retrieved from http://aisel.aisnet.org/sighci2004/11

Schlosser, A. E., Shavitt, S., & Kanfer, A. (1999). Survey of internet users’ attitudes toward internet advertising. Journal of Interactive Marketing, 13(3), 34-54.

Tsang, M. M., Ho, S. C., & Liang, T. P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International journal of electronic commerce, 8(3), 65-78.

Wang, L., Ampiah, F., Xu, L., & Wang, X. (2014, November). The influence of pop-up advertising on consumer purchasing behavior. In 2014 International Conference on Mechatronics, Electronic, Industrial and Control Engineering (MEIC-14), 217-220. Atlantis Press.

Wang, Y., & Sun, S. (2010). Examining the role of beliefs and attitudes in online advertising: A comparison between the USA and Romania. International Marketing Review, 27(1), 87-107.

Yang, K.-C., Huang, C.-H., Yang, C., & Yang, S. Y. (2017). Consumer attitudes toward online video advertisement: YouTube as a platform. Kybernetes, 46(5), 840-853.

Published
2019-11-23
How to Cite
Katuwandeniya, I., & Abeywardana, A. (2019). WEB USERS’ ATTITUDE TOWARD POP-UP ADVERTISEMENTS IN WESTERN PROVINCE OF SRI LANKA. Review of Behavioral Aspect in Organizations and Society, 1(2), 149-158. https://doi.org/10.32770/rbaos.vol1149-158
Section
Articles