The Interactive Advertising Model

By Shelly Rodgers, Esther Thorson. 2000

340 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/f3e62c665aeba4e16647a727474e93cc003c840b

How researchers see this paper

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

In Literature and Literary Theory

1. David G. Taylor
2. Jeffrey E. K. Lewin
3. David Strutton
4. Rodney Graeme Duffett
5. Guohua Wu
6. Shelly Rodgers

In Marketing

1. Rodney Graeme Duffett
2. David G. Taylor
3. David Strutton
4. Jeffrey E. K. Lewin
5. Guohua Wu
6. Iman Ramezani
7. Rasoul Sali
8. Mojtaba Khorram Niaki

In Sociology and Political Science

1. Rodney Graeme Duffett
2. David G. Taylor
3. Guohua Wu
4. David Strutton
5. Jeffrey E. K. Lewin
6. Iman Ramezani
7. Rasoul Sali
8. Mojtaba Khorram Niaki

Citations in the corpus

• Evaluating the influence of YouTube advertising for attraction of young customers (2016, background): “Advertisements are presumably to be utilized in order to actualize consumers' hedonic needs (Rodgers & Thorson, 2000).”
• Friends, Fans, and Followers: Do Ads Work on Social Networks? (2011, methodology): “…has been applied to studies of Internet usage (Eighmey, 1997; Eighmey and McCord, 1998; Stafford, 2008; Stafford et al., 2004); online advertising (Rodgers and Thorson, 2000); membership in virtual communities (Dholakia, Bagozzi, and Pearo, 2004); mobile advertising (Peters, Amato, and…”
• Facebook advertising's influence on intention-to-purchase and purchase amongst Millennials (2015, background): “Traditional methods continue to be applicable to the environment of online advertising, as the basic objectives of online advertising are inclined to be comparable to the objectives of traditional advertising, and theoretical models created for traditional advertising have effectively been transferr”
• Does Ad-Context Congruity Help Surfers and Information Seekers Remember Ads in Cluttered E-magazines? (2011, background): “Information seekers have a goal-directed agenda and seek specific information, whereas surfers are exploratory, curious, and playful in their Internet behavior (Rodgers and Thorson 2000).”
• What does the brand say? Effects of brand feedback to negative eWOM on brand trust and purchase intentions (2018, background): “However, we may gain a fuller understanding of negative eWOM effects by expanding the focus from facets of eWOM under consumers’ control versus those that are under the brands’ or businesses’ control (see Rodgers and Thorson 2000; Bhandari and Rodgers 2016).”
• The Mediating Role of Perceived Interactivity in the Effect of Actual Interactivity on Attitude Toward the Website (2005, background): “…the ad research stream in traditional media (e.g., MacKenzie, Lutz, and Belch 1986), researchers have indicated that attitude toward the website represents a useful effectiveness measure of Internet advertising (Jee and Lee 2002; McMillan, Hwang, and Lee 2003; Rodgers and Thorson 2000; Wu 1999).”