Int. J. of Trade and Global Markets   »   2015 Vol.8, No.3

 

 

Title: How green firms appeal users with pop-ups and inline ads as an effective tool to distort their attitude

 

Authors: Daniel Lameck; Ying-Jiun Hsieh

 

Addresses:
Graduate Institute of Technology Management, National Chung Hsing University, 250 KuoKuang Rd., Taichung 402, Taiwan
Graduate Institute of Technology Management, National Chung Hsing University, 250 KuoKuang Rd., Taichung 402, Taiwan

 

Abstract: The internet industry makes a distinction between rich media pop-ups and inline ads marketing to offer great opportunities for green advertising and marketing activities supported by website advertising to allow green firms to directly convey messages to the consumers. This integration is a significant base for e-marketing. The service companies in Taiwan have adopted various e-marketing techniques like pop-up and inline advertisements. Pop-up advertisements are seen in high-traffic websites. Since there is an increase of environmental concern for consumers and the government of Taiwan, it is of great significance for advertisers to understand the precise differences between general advertising and green advertising by employing pop-up and inline advertisements and how to approach the two differently to achieve the desired effect. This research paper is an attempt to study the effectiveness of pop-ups and inline advertisements among Taiwanese online consumers.

 

Keywords: green advertising; consumer attitudes; general advertising; consumer appeal; Taiwan; rich media pop-ups; inline ads; marketing; website advertising; internet advertising; e-marketing; electronic marketing; online marketing; Taiwan.

 

DOI: 10.1504/IJTGM.2015.071606

 

Int. J. of Trade and Global Markets, 2015 Vol.8, No.3, pp.237 - 252

 

Available online: 03 Sep 2015

 

 

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