La eficacia de la publicidad on-line en el contexto de los blogs

• Asunción Beerli Palacio ^[1] ; Josefa Delia Martín Santana ^[1]
  1. [1] Universidad de Las Palmas de Gran Canaria

     Universidad de Las Palmas de Gran Canaria

     Gran Canaria, España

     
• Localización: Management Letters / Cuadernos de Gestión, ISSN 1131-6837, Vol. 10, Nº Extra 1, 2010, págs. 17-42
• Idioma: español
• DOI: 10.5295/cdg.100186ab
• Enlaces
  • Texto completo
• Dialnet Métricas: 1 Cita
• Resumen

  • El objetivo del presente trabajo se ha centrado en medir la eficacia publicitaria de dos formatos de anuncios on-line, concretamente el robapáginas frente al contextual, así como los factores que sobre la base de la literatura revisada influyen en dicha eficacia publicitaria. Su contexto de aplicación son las páginas web de tipo blog o bitácora que, a pesar del auge que han experimentado en su utilización, no han recibido atención en el ámbito de la investigación publicitaria. Los resultados reflejan que existen diferencias en la eficacia publicitaria de ambos formatos de anuncios y que los factores que influyen en dicha eficacia son la actitud hacia el blog, la implicación con el producto anunciado y la duración de la visita en el blog.

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