Building A Conceptual Framework For Advertising Effectiveness Based On An Integrative Review Of Internet Advertising

Abstract

Abstract - This study aims to understand how internet advertising changes people’s feelings and behavior. To do this, we reviewed research from the past ten years and selected 88 studies that used clear theory-based models. Based on these studies, we created one combined conceptual framework. The model shows how features of ads, such as informativeness and entertainment, and personal ideas, such as concern about privacy, affect people’s attitudes toward ads. These attitudes can lead to higher intention to buy and actual purchase actions. Many of the reviewed studies focused on ad value and how people make choices. Since advertising can affect feelings, thinking, and actions at the same time, many studies used more than one theory. Our model helps future research by offering a base for choosing models and key factors. It can also support companies in making better ad plans. However, this framework is based only on the process and rules we used in our review. It does not mean the model is always correct. More studies are needed to test and improve it.

Keywords - Internet Advertising, Literature Review, Advertising Effectiveness