ABSTRACT
This study empirically tests and examines the effectiveness of integrating advertising and product publicity in a website based on a proposed communication processes to the communication consequences model. This study first investigates the effects of attitude towards the information usability of advertising and product publicity on attitude toward the web content. As the effect of attitude toward the web content is manifested in its ability to predict attitude towards the website, attitude towards the website affects purchase intention and other communication behaviors such as communication sharing and future web use. The results provide supports for the predictions. Implications and future research directions are presented.