An Evaluation of the Effectiveness of Various Forms of New Media Advertising

The following studies examined the effectiveness of a variety of different new media advertising methods.

Brand Sites

Authors: Ronald E. Goldsmith, Barbara A. Lafferty

Consumer response to web sites and their influence on advertising effectiveness.

Click link to open a pdf full text article from the Internet Research: Electronic Networking Applications and Policy source
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Viral Marketing

Authors: Jure Leskovec, Lada A. Adamic, Bernardo A. Huberman

Dynamics of Viral Marketing

Click link to open an abstract and pdf full text article from the ACM Transactions on the Web source
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Pop-up Advertising

Authors: Steven M. Edwards, Hairong Li, and Joo-Hyun Lee

Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of pop-up ads

Click link to open a pdf full text article from the Journal of Advertising
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SMS Advertising

Authors: Melody M. Tsang, Shu-Chun Ho, and Ting-Peng Liang

Consumer attitude toward mobile advertising: An Empirical study

Click to open an abstract and pdf full text article from the International Journal of Electronic Commerce