Measuring the effectiveness of internet advertising in Jordan a field study

الملخص EN

The aim of the study was to determine whether consumer reactions to website influence their subsequent brand attitude, and to assess whether these websites have an impact on consumers’ attitudes toward Internet advertising itself.

In essence, the current study attempted to measure Internet advertising effectiveness through consumers’ reactions to websites.

We surveyed a purposive sample of 1231 undergraduate students at four universities in Jordan.

A questionnaire was designed to test four major hypotheses.

The study findings show that most of the respondents said that the website had a positive impact on the recall of brands seen on the Internet, leading to improving their views of the brand.

Besides, it was revealed that consumers who felt that websites improved their perceptions of brands saw more advantages in Internet advertising, but they perceived more disadvantages as well.

Finally, the consumers highly favored advertising in other media, such as TV and magazines.

A number of recommendations were proposed for the formulation of an effective marketing communication strategy.

KEYWORDS: Advertising; websites; Internet advertising; Banner advertising; e-advertising; ecommunication strategy.