Please use this identifier to cite or link to this item:
https://accedacris.ulpgc.es/handle/10553/43325
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.author | Beerli Palacio, María Asunción | en_US |
| dc.contributor.author | Martín Santana, Josefa Delia | en_US |
| dc.date.accessioned | 2018-11-21T14:17:31Z | - |
| dc.date.available | 2018-11-21T14:17:31Z | - |
| dc.date.issued | 2010 | en_US |
| dc.identifier.issn | 1131-6837 | en_US |
| dc.identifier.uri | https://accedacris.ulpgc.es/handle/10553/43325 | - |
| dc.description.abstract | The aim of this paper is to measure the advertising effectiveness of two formats of on-line advertisements, namely, large-button advertisements and contextual advertisements, and to determine the factors which, on the basis of the reviewed literature, influence advertising effectiveness. The context of application is blog type web pages, which, despite the significant increase in their use, have not received attention in the field of the advertising research. The results reflect that there are differences in the advertising effectiveness of the two formats and that the factors that influence are attitude to the blog, involvement with the product advertised and the length of the visit to the blog. | en_US |
| dc.language | spa | en_US |
| dc.publisher | 1131-6837 | |
| dc.relation.ispartof | Cuadernos de Gestion | en_US |
| dc.source | Cuadernos de Gestion[ISSN 1131-6837],v. 10, p. 17-42 | en_US |
| dc.subject | 531101 Publicidad | en_US |
| dc.subject.other | Publicidad | en_US |
| dc.subject.other | Blogs | en_US |
| dc.title | The effectiveness of banner ads on blogs | en_US |
| dc.title.alternative | La eficacia de la publicidad on-line en el contexto de los blogs | en_US |
| dc.type | info:eu-repo/semantics/Article | es |
| dc.type | Article | es |
| dc.identifier.doi | 10.5295/cdg.100186ab | |
| dc.identifier.scopus | 84864377844 | - |
| dc.identifier.isi | 000420086100001 | |
| dc.contributor.authorscopusid | 9132741700 | |
| dc.contributor.authorscopusid | 56035879200 | - |
| dc.contributor.authorscopusid | 20434158000 | - |
| dc.description.lastpage | 42 | - |
| dc.description.firstpage | 17 | - |
| dc.relation.volume | 10 | - |
| dc.investigacion | Ciencias Sociales y Jurídicas | en_US |
| dc.type2 | Artículo | en_US |
| dc.contributor.daisngid | 4513149 | |
| dc.contributor.daisngid | 6802554 | |
| dc.contributor.wosstandard | WOS:Palacio, AB | |
| dc.contributor.wosstandard | WOS:Santana, JDM | |
| dc.date.coverdate | Diciembre 2010 | |
| dc.identifier.ulpgc | Sí | es |
| dc.description.sellofecyt | Sello FECYT | |
| dc.description.esci | ESCI | |
| dc.description.erihplus | ERIH PLUS | |
| item.fulltext | Con texto completo | - |
| item.grantfulltext | open | - |
| crisitem.author.dept | GIR IUCES: Dirección de Marketing, RSC y empresa familiar | - |
| crisitem.author.dept | IU de Cibernética, Empresa y Sociedad (IUCES) | - |
| crisitem.author.dept | Departamento de Economía y Dirección de Empresas | - |
| crisitem.author.dept | GIR IUCES: Dirección de Marketing, RSC y empresa familiar | - |
| crisitem.author.dept | IU de Cibernética, Empresa y Sociedad (IUCES) | - |
| crisitem.author.dept | Departamento de Economía y Dirección de Empresas | - |
| crisitem.author.orcid | 0000-0003-1457-0250 | - |
| crisitem.author.orcid | 0000-0002-1149-2544 | - |
| crisitem.author.orcid | 0000-0002-7078-0271 | - |
| crisitem.author.parentorg | IU de Cibernética, Empresa y Sociedad (IUCES) | - |
| crisitem.author.parentorg | IU de Cibernética, Empresa y Sociedad (IUCES) | - |
| crisitem.author.fullName | Beerli Palacio, María Asunción | - |
| crisitem.author.fullName | Martín Santana, Josefa Delia | - |
| Appears in Collections: | Artículos | |
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