In today’s marketplace, new technology innovations and the changing media environment offer endless opportunities to consumers: seemingly infinite amounts of information via the internet, an abundance of broadcast channels, and higher functionality and control through such technologies as online media aggregators and digital video recorders. These technological changes have redefined the media landscape and thus the role of advertising in new media consumption. As interactive media markets become increasingly segmented, it is vital for advertisers to examine effective techniques for communicating with consumers via such customized and controlled channels. The emergence of Web 2.0 technologies, among them media content aggregators such as Google Reader or NetNewsWire, has created a plethora of niche markets online, attracting more than 69 million users in 2006 and generating $450 million plus in advertising revenues in the same year (Verna, 2007). Designating this phenomenon as 'the control revolution,' Shapiro (1999) claims that technology has brought with it a reduction of institutional control resulting in an increase of individual control, both in terms of content selection and advertising exposure. This vast population of consumers represents a new wave of information seekers whose ability to process information in such environments must be examined further. The availability of highly customized information spaces allows consumers to tailor their exposure to specific media needs and desires (Liang et al., 2006). The tailoring of online media exposure has been made possible by web-based applications that aggregate content per the consumer’s specifications. This further allows media exposure to be more tailored or “consumer-centric” rather than “publisher-centric” (Morrissey, 2005). Using a 2 x 2 x 3 factorial design, the effect of customization on a consumer’s media enjoyment, ad attitude and behavioral intention was tested to determine if the perception of choice in media content makes a significant impact on user experiences. A total of 237 subjects participated in a lab based experiment, involving a pre-test survey, exposure to the stimulus and a post-test questionnaire. The results indicate that subjects do indeed perceive greater media enjoyment when exposed to a customized online environment as compared to a standard online environment. Additionally, subjects who were exposed to a customized media environment had greater behavioral intention for interacting with advertising. However, subjects who were exposed to advertising via a standard online environment had a more positive attitude toward advertising than those exposed to advertising through a customized environment. In sum, customized environments offer a greater since of media enjoyment for consumers within this sample, however the types of advertising used within these environments requires further investigation to determine what is optimal. / text

Not available / text

Thesis (Ph. D.)--University of Texas at Austin, 2008. / Vita. Includes bibliographical references.

Thesis (Ph. D.)--University of Texas at Austin, 2005. / Supervisor: Patricia A. Stout. Vita. Includes bibliographical references.

by Lui Sai Lung, Yau Wai Yip. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2000. / Includes bibliographical references (leaves 76-77). / Questionnaire in Chinese. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.vi / Chapter / Chapter I --- INTRODUCTION --- p.1 / Objective --- p.3 / Chapter II --- SIGNIFICANCE OF STUDY --- p.4 / Chapter III --- LITERATURE REVIEW --- p.6 / What does internet advertising brings us? --- p.7 / What makes the differences? --- p.8 / What's the trend? --- p.8 / is there something missed? --- p.9 / how do we measure? --- p.11 / Chapter IV --- METHODOLOGY --- p.14 / Objective --- p.14 / The Banner Arrangement --- p.15 / Hypothesis --- p.16 / Web Site Design --- p.19 / Online Questionnaire --- p.22 / Pilot test --- p.23 / Sampling and invitation --- p.24 / Limitations --- p.24 / Chapter V --- FINDINGS AND ANALYSIS --- p.26 / Demographics --- p.26 / Perception of internet advertising --- p.28 / Effectiveness of internet advertising --- p.30 / Banner for Make Up Brands --- p.30 / Banner for Existing Brands --- p.32 / Ads Location and size --- p.32 / Pop up windows --- p.33 / Site traffic --- p.34 / Distribution on Time spend --- p.35 / Time spent and awareness --- p.37 / Other factor on awareness --- p.38 / Internet Age --- p.38 / Weekly Internet Usage --- p.39 / Online shopping experience --- p.39 / Click through --- p.40 / Chapter VI --- DISCUSSION AND IMPLICATIONS --- p.42 / Consumer behavior process --- p.42 / "Information Search, creating awareness" --- p.43 / Perception --- p.44 / Preference --- p.45 / Charging method --- p.46 / Who read the ads ？ --- p.48 / Click through --- p.49 / Chapter VII --- CONCLUSION --- p.51 / APPENDIX A - WEB SITES DESIGN LAYOUT --- p.54 / APPENDIX B THE AD BANNERS --- p.55 / APPENDIX C PRINT OUT OF THE WEB SITES --- p.58 / APPENDIX D THE QUESTIONNAIRE --- p.62 / APPENDIX E OUTPUT SUMMARY OF ANOVA TEST ON AD AWARENESS OF MAKE UP BRAND --- p.64 / APPENDIX F OUTPUT SUMMARY OF ANOVA TEST ON AD AWARENESS OF EXISTING BRAND ON WEB SITE 2 --- p.65 / APPENDIX G T-TEST ON THE AD AWARENESS OF NEW BRAND ON POP UP WINDOWS VERSE BOTTOM OF THE WEB SITE 2 --- p.66 / APPENDIX H T-TEST ON THE AD AWARENESS OF Q16 OF WEB SITE 1 AND 2 - LOCATED ON TOP VERSE POP UP WINDOW --- p.67 / APPENDIX I DESCRIPTIVE STATISTICS OF TIME SPENT WEB SITES --- p.68 / APPENDIX J DISTRIBUTION CHART OF TIME SPENT ON WEB SITE --- p.69 / APPENDIX K AD AWARENESS VERSE TIME SPENT --- p.70 / APPENDIX L OUTPUT SUMMARY FOR THE REGRESSION OF AVERAGE AWARENESS VERSE TIME SPENT --- p.72 / APPENDIX M OUTPUT SUMMARY OF ANOVA TEST ON AWARENESS AMONG DIFFERENT INTERNET AGE --- p.73 / APPENDIX N T-TEST OF AVERAGE AD AWARENESS AMONG PEOPLE WHO ONLINE ABOVE AND BELOW 8 HRS PER WEEK --- p.74 / APPENDIX O T-TEST ON THE AVERAGE AWARENESS OF PEOPLE HAVE AND HAVE NOT TRIED ONLINE SHOPPING --- p.75 / BIBLIOGRAPHY --- p.76

Thesis (M.B.A.)--University of Hong Kong, 1998. / Includes bibliographical references (leaf 62-63).

Thesis (M.A.) University of Missouri-Columbia, 2006. / The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 24. 2007) Includes bibliographical references.

none

Thesis (Ph. D.)--University of Texas at Austin, 2003. / Vita. Includes bibliographical references. Available also from UMI Company.

Thesis (Ph. D.)--University of Texas at Austin, 2000. / Vita. Includes bibliographical references (leaves 219-235). Available also in a digital version from Dissertation Abstracts.