Assessing the Effects of Animation in Online Banner Advertising

By Chan Yun Yoo, Kihan Kim, Patricia A. Stout. 2004

189 citations recorded by the source corpus.

Subfields: Gender Studies, Literature and Literary Theory, Marketing

View Paper: https://www.semanticscholar.org/paper/5efaa33a2cbb1caf31ad0f72cffff464aab5d7f1

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Gender Studies

1. Rodney Graeme Duffett

In Literature and Literary Theory

1. Rodney Graeme Duffett

In Marketing

1. L. Uusitalo
2. Rodney Graeme Duffett

Citations in the corpus

• Influence of social media marketing communications on young consumers’ attitudes (2017, background): “Furthermore, Aad has been considered to be an effective measure of advertising effectiveness (Yoo et al., 2010).”
• Facebook advertising's influence on intention-to-purchase and purchase amongst Millennials (2015, background): “Additionally, attitudes towards advertising have also been deemed to be an efficient measure of advertising effectiveness (Yoo et al., 2010).”
• The Effects of Animation and Format on the Perception and Memory of Online Advertising (2010, background): “Also, based on the hierarchy-of-effects model and in line with the results of Yoo, Kim, and Stout (2004) we assume that if animation increases attention, it should also have some effect on memory.”