Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/270672 
Year of Publication: 
2019
Citation: 
[Journal:] Cogent Economics & Finance [ISSN:] 2332-2039 [Volume:] 7 [Issue:] 1 [Article No.:] 1645631 [Year:] 2019 [Pages:] 1-13
Publisher: 
Taylor & Francis, Abingdon
Abstract: 
This paper examines the interrelated effects of perceived ad intrusiveness of rich media ads in online advertisements with respect to attitudes towards brands, online advertisement and the publisher's website on young Indian travellers. Despite the widespread use of the term in marketing literature, ad intrusiveness has received almost no attention in the destination marketing literature especially in the context of rich media ads. Data have been collected from 304 young Indian travellers using a structured questionnaire in an experimental design setting. Results indicate that perceived ad intrusiveness has direct and negative relationship on attitude towards brand, online advertisement and the publisher's website. Results suggest strategies that advertisers may adopt to minimize the negative influence of intrusiveness in case of direct response when compared to branding objectives. Various theoretical and managerial implications are discussed with directions for future research.
Subjects: 
perceived intrusiveness
rich media ads
young Indian traveller
brand image
brand attitude
attitude towards website
reactance theory
JEL: 
M31
M37
Z31
Z33
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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