Online Banner Adverts: More Than The Final Click

Authors

  • Donavan Burgess Nottingham Trent University

Keywords:

Online Advertising, Banner adverts, Young Adults, Consumer Behaviours, Interactive Advertising, Advertising Effectiveness.

Abstract

This study intends to gain an exploratory insight into the behaviours of young adults (18-25) which affect their responses to online banner adverts. By utilising the consumer-controlled focus of the Interactive Advertising Model and incorporated functional behaviours of the internet motives and modes as the pivot of the study, enabled the ability to facilitate a core behavioural understanding of the targeted cohort as well as key associated factors. In addition, brief, yet constructive recommendations in relation to this study are presented for the business community.

Downloads

Download data is not yet available.

Author Biography

Donavan Burgess, Nottingham Trent University

2014 Nottingham Business School Graduate

Published

2015-06-03

How to Cite

Burgess, D. (2015). Online Banner Adverts: More Than The Final Click. Journal of Student Research, 4(2), 94-104. Retrieved from https://www.jofsr.org/index.php/path/article/view/261

Issue

Section

Research Articles