The Interactive Web

This paper reviews the most significant studies of the Web and interactive advertising that have been published in the Journal of Advertising Research over the past 15 years and contributes to the formation of a new discipline of interactive advertising.

Abstract

ABSTRACT This paper reviews the most significant studies of the Web and interactive advertising that have been published in the Journal of Advertising Research over the past 15 years. These studies have covered a wide range of issues and, along with many articles in other advertising journals, they have contributed to the formation of a new discipline of interactive advertising, which is transforming the advertising business and education around the world. These studies are exemplary and may inspire new breakthrough studies of interactive advertising in the years to come.