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• W2896792852 abstract "Abstract This study integrated the concept of means–end chain (MEC) theory and product similarity to propose a novel framework, that is, the evaluation of online advertising effect (EOAE) model, to establish a means–end conceptualization for online advertising design and adopt a similarity analysis for assessing the effectiveness of advertising design. A total of 345 valid respondents were gathered to construct three hierarchical value maps (HVMs) (i.e., body soap, shampoo, and conditioner) representing the consumer’s thoughts toward product usage. By analyzing these HVMs, this study created advertising copies for products with similar benefits and values, performed an advertising experimental test with a cooperative online retailer, and then analyzed sales entry data obtained a week before and after the experiment. Results from multidimensional scaling and similarity analysis showed that advertising copies created by using the contents of MECs are effective for drawing customer attention to purchase. Thus, firms can simply adopt the EOAE model to design successful advertising copies and formulate efficient communication strategies. This study is the first to develop such a model for designing online advertising copies based on MECs and confirming the effectiveness of these advertising copies via similarity analysis. Although this study focused on the effectiveness of online advertising, the concept and procedure provided in the EOAE model are suitable for brick-and-mortar retailers to evaluate the efficacy of their advertising design." @default.
• W2896792852 created "2018-10-26" @default.
• W2896792852 creator A5083831178 @default.
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• W2896792852 date "2018-11-01" @default.
• W2896792852 modified "2023-09-26" @default.
• W2896792852 title "Evaluating online advertising effect: An approach integrating means–end conceptualization and similarity analysis" @default.
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• W2896792852 doi "https://doi.org/10.1016/j.elerap.2018.10.002" @default.
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