The effects of online advertising

Authors:
Scott McCoy;Andrea Everard;Peter Polak;Dennis F. Galletta
Affiliations:
College of William & Mary, Williamsburg, VA;University of Delaware, Newark, DE;University of Miami, Coral Gables, FL;University of Pittsburgh, PA
Venue:
Communications of the ACM - Emergency response information systems: emerging trends and technologies
Year:
2007

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Abstract

Consumers' first impressions (and loyalties) are made in the opening moments of a Web site visit and the degree to which that visit may be intruded by pop-ups, pop-unders, and banner ads.