Evaluating online advertising effect: An approach integrating means–end conceptualization and similarity analysis

作者：

Highlights：

• MECs and similarity analysis are adopted to evaluate online ad effectiveness.

• The proposed EOAE model can be used to formulate efficient communication strategies.

• The EOAE model is suitable for both online and offline retailing business.

摘要

•MECs and similarity analysis are adopted to evaluate online ad effectiveness.•The proposed EOAE model can be used to formulate efficient communication strategies.•The EOAE model is suitable for both online and offline retailing business.

论文关键词：Consumer psychology,Means-end chain,Online advertising effect,Online advertising copy,Similarity analysis

论文评审过程：Received 6 February 2018, Revised 5 October 2018, Accepted 6 October 2018, Available online 10 October 2018, Version of Record 17 October 2018.

论文官网地址：https://doi.org/10.1016/j.elerap.2018.10.002