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- W4385240632 abstract "The impact of banner advertisement frequency on consumers’ cognitive (i.e., brand recall) and behavioral responses (i.e., click-through) is investigated, and a (4 × 2) between-participants factorial design matrix is developed. Applying logistic regression to a sample of 200 respondents, it was found that frequency of exposure is a powerful psychological cue affecting users’ cognition and behavior. Results indicated that the impact of banner advertisement frequency on both click-through and brand recall generates a response curve similar to a U-shaped curve; however, the effect varies in strength for different types of banner ads. Finally, we discuss theoretical and managerial implications of our research and identify future research directions, and explore the application of advanced AI techniques such as Deep Neural Networks (DNN) in banner-ad frequency." @default.
- W4385240632 created "2023-07-26" @default.
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- W4385240632 date "2023-07-25" @default.
- W4385240632 modified "2023-10-16" @default.
- W4385240632 title "Elucidating the impact of cognitive and behavioral responses to web banner-ad frequency" @default.
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- W4385240632 doi "https://doi.org/10.1080/13527266.2023.2238206" @default.
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