Online Marketing Effectiveness – the influence of information load and digital literacy, a cross-country comparison

José-Alberto Castañeda, Dolores Frías-Jamilena, Miguel Rodríguez-Molina, Adam Jones

Research output: Contribution to journalArticleResearchpeer-review

Abstract

The objective of much promotional material is to create attitudes about a product or service with existing and prospective consumers. The effectiveness of the promotion in generating such attitudes is partly dependent upon the ability of these actual and prospective consumers to process the information provided in the promotional material, which then impacts on their decision. The aim of this research is to analyze the effectiveness of a promotional website under different information load conditions, for consumers from countries that differ in their digital information literacy. To achieve this goal, an experiment was conducted which was designed to manage the amount of information shown to participants from two different countries (the United Kingdom and Spain). The results suggest that both the main and interaction effect of information load and digital literacy have an impact on a website’s effectiveness. This implies that promotional websites need to be not only culturally but also cognitively adapted.
Original languageEnglish
Pages (from-to)1-14
JournalElectronic Markets
DOIs
Publication statusAccepted/In press - 17 Sep 2019

Fingerprint

Marketing effectiveness
Online marketing
Cross-country comparison
Web sites
Information load
Literacy
Interaction effects
Information literacy
Experiment
Spain

Keywords

  • Website effectiveness
  • information load
  • digital literacy
  • tourism

Cite this

Castañeda, José-Alberto ; Frías-Jamilena, Dolores ; Rodríguez-Molina, Miguel ; Jones, Adam. / Online Marketing Effectiveness – the influence of information load and digital literacy, a cross-country comparison. In: Electronic Markets. 2019 ; pp. 1-14.
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Online Marketing Effectiveness – the influence of information load and digital literacy, a cross-country comparison. / Castañeda, José-Alberto ; Frías-Jamilena, Dolores; Rodríguez-Molina, Miguel ; Jones, Adam.

In: Electronic Markets, 17.09.2019, p. 1-14.

Research output: Contribution to journalArticleResearchpeer-review

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