Abstract
The purpose of this study is to understand the effects of strategic communication in the context of web usability by comparing single and multiple publicity and advertising messages. This study used a four-condition experiment comparing the conditions of exposure to a single publicity article, a single ad, a similar message from a publicity article and an ad, and varied messages from a publicity article and an ad for a tennis racquet featured in a web store. Participants (N = 325) were recreational tennis players and non-tennis players. The results suggested that when similar or varied advertising and publicity messages are integrated and linked in a website, the message effects in either condition operated similarly to repetition effects as the messages generated more positive effects on web usability, measured by attitude toward the website, purchase intention, communication sharing, and future web use, than a single message condition, especially the publicity article.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
