The purpose of this research is to examine the impact of banner advertisement frequency on consumers' click-through responses. The moderating effects of banner advertisement type (static and pop-up) and appeal (emotional and rational) are examined. This research confirmed the literature that the impact of banner advertising frequency on click through generates a U-shaped curve, but also added to previous findings by using both static and popup banner advertisements. Further, the impact of banner advertisement (BA) frequency is the same regardless of the type of appeal used. Theoretical and managerial implications are discussed.
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