1. [1-9]online banner ad corrected

Arts and Design Studies www. iiste. org ISSN 2224-6061 (Paper) ISSN 2225-059X (Online) Vol 1, 2011 1 | P a g e www. iiste. org Online Banner Advertising: A study of Consumer Responses to Various Factors Zia-ul-haq Assistant Professor, Department of... More

Arts and Design Studies www. iiste. org ISSN 2224-6061 (Paper) ISSN 2225-059X (Online) Vol 1, 2011 1 | P a g e www. iiste. org Online Banner Advertising: A study of Consumer Responses to Various Factors Zia-ul-haq Assistant Professor, Department of Management & Commerce, Maulana Azad National Urdu University Hyderabad India. 500032. email : ziamanuu@gmail. com Abstract This study explores the role of the celebrity endorsement in consumer attitude formation and behavioral intention on the Web. The purpose of this paper is to identify how the various factors and interactivity influence attitude toward the target ads and click-through intention. The findings indicate that the celebrity factor of the online advertising possibly play not only the role of leverage as causal effect when consumers form their attitude toward the banner advertising, but also that theses factors indirectly influence clickthrough intention. Key words: online banner, attitude, celebrity, animation 1. Introduct Less