Consumer’s Attitude towards Display Google Ads
The context of Display Google ads and its components has significant importance to previous studies. However, the full understanding of the variables that influence both Display Google ads avoidance and intention to click has not been thoroughly acknowledged. Thus, this study aims to outline an enti...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2023-04-01
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| Series: | Future Internet |
| Subjects: | |
| Online Access: | https://www.mdpi.com/1999-5903/15/4/145 |
| _version_ | 1797605381056233472 |
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| author | Mohammad Al Khasawneh Abdel-Aziz Ahmad Sharabati Shafig Al-Haddad Rania Al-Daher Sarah Hammouri Sima Shaqman |
| author_facet | Mohammad Al Khasawneh Abdel-Aziz Ahmad Sharabati Shafig Al-Haddad Rania Al-Daher Sarah Hammouri Sima Shaqman |
| author_sort | Mohammad Al Khasawneh |
| collection | DOAJ |
| description | The context of Display Google ads and its components has significant importance to previous studies. However, the full understanding of the variables that influence both Display Google ads avoidance and intention to click has not been thoroughly acknowledged. Thus, this study aims to outline an entire understanding of the different variables that lead Display Google ads to be avoided or clicked on. A detailed review of previous studies has been completed to illustrate a thorough image of Display Google ads. Accordingly, this study developed a theoretical model combining four variables (Display Google ads’ Prior Experience, Originality, Relevance, and Credibility) that lead to affecting Display Google ads’ Avoidance and Intention to Click, with one mediator (Consumer’s Attitude). A quantitative methodology has been employed, in which an online survey has been used to collect data, which were collected from 358 respondents, then coded against AMOS. The data analysis results show that three independent variables positively impact the intention to click; however, credibility has the highest value, then relevance and originality, consequently., while Display Google ads prior experience had no impact on the intention to click. Finally, the research concluded different practical and theoretical implications, and future potential research, and limitations. |
| first_indexed | 2024-03-11T05:00:17Z |
| format | Article |
| id | doaj.art-9bbf042ee6354b7b9f70a2dff059edcc |
| institution | Directory Open Access Journal |
| issn | 1999-5903 |
| language | English |
| last_indexed | 2024-03-11T05:00:17Z |
| publishDate | 2023-04-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Future Internet |
| spelling | doaj.art-9bbf042ee6354b7b9f70a2dff059edcc2023-11-17T19:20:17ZengMDPI AGFuture Internet1999-59032023-04-0115414510.3390/fi15040145Consumer’s Attitude towards Display Google AdsMohammad Al Khasawneh0Abdel-Aziz Ahmad Sharabati1Shafig Al-Haddad2Rania Al-Daher3Sarah Hammouri4Sima Shaqman5King Talal School of Business Technology, Princess Sumaya University for Technology, Amman 11941, JordanBusiness Faculty, Middle East University, Amman 11831, JordanKing Talal School of Business Technology, Princess Sumaya University for Technology, Amman 11941, JordanKing Talal School of Business Technology, Princess Sumaya University for Technology, Amman 11941, JordanKing Talal School of Business Technology, Princess Sumaya University for Technology, Amman 11941, JordanKing Talal School of Business Technology, Princess Sumaya University for Technology, Amman 11941, JordanThe context of Display Google ads and its components has significant importance to previous studies. However, the full understanding of the variables that influence both Display Google ads avoidance and intention to click has not been thoroughly acknowledged. Thus, this study aims to outline an entire understanding of the different variables that lead Display Google ads to be avoided or clicked on. A detailed review of previous studies has been completed to illustrate a thorough image of Display Google ads. Accordingly, this study developed a theoretical model combining four variables (Display Google ads’ Prior Experience, Originality, Relevance, and Credibility) that lead to affecting Display Google ads’ Avoidance and Intention to Click, with one mediator (Consumer’s Attitude). A quantitative methodology has been employed, in which an online survey has been used to collect data, which were collected from 358 respondents, then coded against AMOS. The data analysis results show that three independent variables positively impact the intention to click; however, credibility has the highest value, then relevance and originality, consequently., while Display Google ads prior experience had no impact on the intention to click. Finally, the research concluded different practical and theoretical implications, and future potential research, and limitations.https://www.mdpi.com/1999-5903/15/4/145display Google adsonline marketingadvertisements avoidanceintention to clickconsumers attitude |
| spellingShingle | Mohammad Al Khasawneh Abdel-Aziz Ahmad Sharabati Shafig Al-Haddad Rania Al-Daher Sarah Hammouri Sima Shaqman Consumer’s Attitude towards Display Google Ads Future Internet display Google ads online marketing advertisements avoidance intention to click consumers attitude |
| title | Consumer’s Attitude towards Display Google Ads |
| title_full | Consumer’s Attitude towards Display Google Ads |
| title_fullStr | Consumer’s Attitude towards Display Google Ads |
| title_full_unstemmed | Consumer’s Attitude towards Display Google Ads |
| title_short | Consumer’s Attitude towards Display Google Ads |
| title_sort | consumer s attitude towards display google ads |
| topic | display Google ads online marketing advertisements avoidance intention to click consumers attitude |
| url | https://www.mdpi.com/1999-5903/15/4/145 |
| work_keys_str_mv | AT mohammadalkhasawneh consumersattitudetowardsdisplaygoogleads AT abdelazizahmadsharabati consumersattitudetowardsdisplaygoogleads AT shafigalhaddad consumersattitudetowardsdisplaygoogleads AT raniaaldaher consumersattitudetowardsdisplaygoogleads AT sarahhammouri consumersattitudetowardsdisplaygoogleads AT simashaqman consumersattitudetowardsdisplaygoogleads |