Informing, implying or directing? Testing the effects of message sidedness, conclusiveness and their interaction in national and local Google Ads campaigns
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DOI: 10.1108/jrim-09-2019-0141
Abstract: PurposeThis study aims to apply and test the effectiveness of message sidedness and conclusiveness in Google Ads advertising.Design/methodology/approachFour field experiments on Google Ad campaigns were conducted on the topics of energy and environment, the water–energy–food… read more here.
Keywords: sidedness conclusiveness; google ads; advertisements effective;
Consumer's Attitude towards Display Google Ads
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DOI: 10.3390/fi15040145
Abstract: 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… read more here.
Keywords: display google; intention click; consumer attitude; google ads ... See more keywords