Consumer’s Attitude towards Display Google Ads

The context of Display Google ads and its components has significant importance to previous studies. However, the full understanding of the variables that influence both Display Google ads avoidance and intention to click has not been thoroughly acknowledged. Thus, this study aims to outline an enti...

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Bibliographic Details
Published in:Future internet 2023-04, Vol.15 (4), p.145
Main Authors: Al Khasawneh, Mohammad, Sharabati, Abdel-Aziz Ahmad, Al-Haddad, Shafig, Al-Daher, Rania, Hammouri, Sarah, Shaqman, Sima
Format: Article
Language:English
Subjects:
advertisements avoidance
Advertising
Advertising executives
Analysis
Attitudes
Avoidance
Brand image
Consumer attitudes
Consumer behavior
Consumers
consumers attitude
Credibility
Customers
Data analysis
Data collection
Digital literacy
Digital marketing
display Google ads
Independent variables
intention to click
Internet
Keywords
Literature reviews
Market shares
Marketing research
online marketing
Search engines
Social media
Social networks
User behavior
Variables
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Summary:The context of Display Google ads and its components has significant importance to previous studies. However, the full understanding of the variables that influence both Display Google ads avoidance and intention to click has not been thoroughly acknowledged. Thus, this study aims to outline an entire understanding of the different variables that lead Display Google ads to be avoided or clicked on. A detailed review of previous studies has been completed to illustrate a thorough image of Display Google ads. Accordingly, this study developed a theoretical model combining four variables (Display Google ads’ Prior Experience, Originality, Relevance, and Credibility) that lead to affecting Display Google ads’ Avoidance and Intention to Click, with one mediator (Consumer’s Attitude). A quantitative methodology has been employed, in which an online survey has been used to collect data, which were collected from 358 respondents, then coded against AMOS. The data analysis results show that three independent variables positively impact the intention to click; however, credibility has the highest value, then relevance and originality, consequently., while Display Google ads prior experience had no impact on the intention to click. Finally, the research concluded different practical and theoretical implications, and future potential research, and limitations.
ISSN:1999-5903
1999-5903
DOI:10.3390/fi15040145