Advanced search
Publication Cover
International Journal of Advertising
The Review of Marketing Communications
Volume 39, 2020 - Issue 7
Submit an article Journal homepage
1,193
Views
13
CrossRef citations to date
0
Altmetric
Articles

Click, click, ad: the proportion of relevant (vs. irrelevant) ads matters when advertising within paginated online content

Anastasia Kononovaa Department of Advertising and Public Relations, Michigan State University, East Lansing, Michigan, USACorrespondence[email protected]
,
Wonkyung Kimb Department of Public Relations and Advertising, BNU-HKBU United International College, Zhuhai, Guangdong, China
,
Eunsin Joob Department of Public Relations and Advertising, BNU-HKBU United International College, Zhuhai, Guangdong, China
&
Kristen Lyncha Department of Advertising and Public Relations, Michigan State University, East Lansing, Michigan, USA
Pages 1031-1058 | Received 28 Oct 2018, Accepted 31 Jan 2020, Published online: 10 Apr 2020

Citations (13)

Keep up to date with the latest research on this topic with citation updates for this article.

Subscribe to citation updates

Read on this site (7)

Ying Huang. (2024) Fear or humor? The effects of negatively framed visual hyperbole in advertising. International Journal of Advertising 43:4, pages 746-774.
Read now
Hye Jin Yoon, Yan Huang & Taeyeon Kim. (2023) The role of relevancy in native advertising on social media. International Journal of Advertising 42:6, pages 972-999.
Read now
Tianjiao (Grace) Wang & Rachel L. Bailey. (2023) Processing Peripherally Placed Advertising: The Effect of Thematic Ad-Content Congruence and Arousing Content on the Effectiveness of In-Video Overlay Advertising. Journal of Interactive Advertising 23:3, pages 203-220.
Read now
Sunghoon Kim & Moon Young Kang. (2022) Understanding online users by segmenting their search keywords: empirical analysis from online auto insurance search advertising. International Journal of Advertising 41:5, pages 892-909.
Read now
Davit Davtyan & Armen Tashchian. (2022) Thematic Congruency in the Context of Brand Placements: Tests of Memory and Attitude Measures. Journal of Current Issues & Research in Advertising 43:3, pages 319-335.
Read now
Taylor Jing Wen, Ching-Hua Chuan, Jing Yang & Wanhsiu Sunny Tsai. (2022) Predicting Advertising Persuasiveness: A Decision Tree Method for Understanding Emotional (In)Congruence of Ad Placement on YouTube. Journal of Current Issues & Research in Advertising 43:2, pages 200-218.
Read now
Jing Yang, Mengtian Jiang & Linwan Wu. (2021) Native Advertising in WeChat Official Accounts: How Do Ad–Content Congruence and Ad Skepticism Influence Advertising Value and Effectiveness?. Journal of Interactive Advertising 21:1, pages 17-33.
Read now

Articles from other publishers (6)

Brahim Zarouali. (2023) The contextual interplay between advertising and online disinformation: How brands suffer from and amplify deceptive content. Communications 0:0.
Crossref
John Ford, Varsha Jain, Ketan Wadhwani & Damini Goyal Gupta. (2023) AI advertising: An overview and guidelines. Journal of Business Research 166, pages 114124.
Crossref
John Hawkins & Graham Burton. (2023) Evaluating Ad Creative and Web Context Alignment with Attention Measurement. Evaluating Ad Creative and Web Context Alignment with Attention Measurement.
Davit Davtyan & Armen Tashchian. (2022) Exploring the impact of brand placement repetition on the effectiveness of umbrella branding. Journal of Product & Brand Management 31:7, pages 1077-1090.
Crossref
Julia Bello-Bravo, Jane Payumo & Barry Pittendrigh. (2021) Measuring the impact and reach of informal educational videos on YouTube: The case of Scientific Animations Without Borders. Heliyon 7:12, pages e08508.
Crossref
Alexander Bleier. (2021) On the Viability of Contextual Advertising as a Privacy-Preserving Alternative to Behavioral Advertising on the Web. SSRN Electronic Journal.
Crossref

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Order Reprints Request Corporate Permissions

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

Request Academic Permissions

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.

Related research

People also read lists articles that other readers of this article have read.

Recommended articles lists articles that we recommend and is powered by our AI driven recommendation engine.

Cited by lists all citing articles based on Crossref citations.
Articles with the Crossref icon will open in a new tab.