Title: Investigating the quality of online advertisement: a model of evaluation criteria

Authors: Loukas K. Tsironis

Addresses: Business Excellence Laboratory, Department of Business Administration, University of Macedonia, 156 Egnatia Street, GR-546-36 Thessaloniki, Greece

Abstract: This article presents a structural equation model framework that supports the quality of online advertising. This framework is composed of a hierarchical structure of criteria and subcriteria and makes use of structural equation modelling approach to develop the final framework, which depends on the critical factors that affect the quality concept of the online advertisement. To validate this framework, we performed a survey based on a questionnaire and a sample of 200 World Wide Web users. The results confirmed the framework validity and rotated factor analysis supported reduction of the original model to an online advertisement quality-scoring framework, which involves eight composite quality criteria.

Keywords: internet advertising; quality criteria; factor analysis; structural equation modelling; user requirements satisfaction.

DOI: 10.1504/IJDSRM.2020.10036843

International Journal of Decision Sciences, Risk and Management, 2020 Vol.9 No.4, pp.261 - 284

Received: 31 Aug 2019
Accepted: 18 Feb 2020

Published online: 31 Mar 2021 *

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