As the Internet grows rapidly, how online media can be best utilized for advertising purposes increases its importance. Based on the Elaboration Likelihood Model (ELM), this research incorporates consumers’ goal-directedness for Web navigation as an important moderator influencing the success of online advertising strategies. Using the lab experiment approach, results of this research not only support the perspective of the ELM but also show how both advertising strategies (media/content) should be designed and implemented in accordance with consumers’ goal-directedness for Web navigation to achieve maximum advertising effectiveness. Results of this research demonstrate the uniqueness of the online media and also remind future researchers of the importance of goal-directness for Web navigation and consumer involvement in the online advertising context.
Wang, Kai; Wang, Eric T.G; and Farn, Cheng-Kiang, "Media Strategy vs. Content Strategy in Online Advertising: Exploring the Influence of Consumers’ Goal-Directedness for Web Navigation" (2007). PACIS 2007 Proceedings. 101.