Online Banner Adverts: More Than The Final Click

Abstract

This study intends to gain an exploratory insight into the behaviours of young adults (18-25) which affect their responses to online banner adverts. By utilising the consumer-controlled focus of the Interactive Advertising Model and incorporated functional behaviours of the internet motives and modes as the pivot of the study, enabled the ability to facilitate a core behavioural understanding of the targeted cohort as well as key associated factors. In addition, brief, yet constructive recommendations in relation to this study are presented for the business community.