Revisiting online banner advertising recall

What is it about?

This study focuses on identifying the factors that affect online banner advertising recall in Egypt. Based on previous literature and an exploratory study, three main independent variables were chosen to examine their simultaneous effect on advertising recall. These variables are exposure duration (Short/Long), task orientation (Surfer/Goal) and website context (Simple/Complex). Also, two moderating factors – the level of involvement and attitude towards websites – were considered in order to study their effect on the relationship between the examined independent variables and advertising recall. An experimental factorial design (2×2×2) was used to examine the effect of each of the possible scenarios and combinations of independent variables on ad recall. A non-probability quota sample was used.

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Why is it important?

This study attempts to fill the gaps in the literature by examining the simultaneous effect of exposure duration, website context and task orientation of Internet users using an experimental factorial design, to better simulate real-life Internet-browsing experience in which all three variables may have a collective influence on the Internet users’ behaviour. In addition, the moderating effect of level of involvement and attitude towards the website is accounted for.

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