Authors : Arwa Salameh, Nur Fazidah Elias and Nader Abdel Karim
Abstract: Online advertising, also called online marketing or internet advertising is a form of marketing and advertising which uses the internet to deliver promotional marketing messages to customers. Advertising on the web plays a critical role in e-Commerce. In spite of its purpose there are people who are still not willing to use online ads. Therefore, the aim of this research is to develop a new model for measuring the acceptance of online ads technology by internet users based on UTAUT Model. The proposed model has additional constructors such as ad environment, ads display and brand name. The outcome of this research can contribute by helping the IT developers in designing better online ads based on the factors that affect the acceptance of online ads. This will then attract and convince advertisers to deal with online ads. Advertisers could also become aware of factors that could give impact to online ads so that, they could decide where they can advertise and what kind of online ads should be chosen.
Arwa Salameh, Nur Fazidah Elias and Nader Abdel Karim, 2016. Proposed Model for Measuring Acceptance of Online Ads. Journal of Engineering and Applied Sciences, 11: 2181-2185.