Liu-Thompkins, Yuping (2012), “Engaging Consumers in Online Advertising: The Central Role of Perceived Value,” Journal of New Communications Research, 5 (2011 Anthology), 77-93. [Download Full-Text PDF]
Abstract: Although the Internet is a highly interactive and personal medium, online advertising has yet to fully integrate consumer preferences into the communication process. One key consideration in this area is consumers’ level of willingness to engage in interaction with advertisers. Rather than blindly increasing the interactivity of online ads, advertisers need to adapt their advertising strategies to consumer needs. Using both qualitative and quantitative studies and drawing from previous research, the current research shows the importance of increasing value perception in order to engage consumers online. It further suggests ways through which advertisers can increase the perceived value of their online advertising.