Choi,SM . "Antecedents and consequences of Web advertising credibility: A study of consumer response to banner ads" Journal of interactive advertising [1525-2019] 3.1 (2002). 1-20.

    This study explores the effect banner ads have on overall online advertising credibility, specifically examining the effects of “ (1) website credibility, (2) ad relevance (the advertised product's relevance to website content), and (3) advertiser credibility on ad credibility, ad and brand attitudes, and product purchase intentions.” The final “best fit” model shows “source credibility perceptions and website/product relevance cannot be ignored in studying ad and brand-related outcomes and have merit to further our understanding of web advertising.” Specifically, the researchers suggest the credibility of site placement is important, and for brands that do not have well-known images, it would be a “good idea to place its ads on websites perceived as credible and relevant to the product category by target audiences.” They come up with a model illustrating the importance of the relationships between the following variables: website credibility, advertiser credibility, relevance, ad credibility, ad attitudes, brand attitudes, and purchase intent. Additionally, the researchers claim that using click through rates as an efficiency measure of banner advertisements is not wholly effective: “Consumer judgment of website credibility as well as relevance between website content and advertised product should be put into the media placement equation.”
    This study provides important data for my research. While adding another dimension to the creation of an effective banner advertisement- credibility- it is able to focus on multiple sources from which credibility can arise. Therefore, advertisers must be wary of not only how they present their advertisement, but also where the advertisement is seen and how it fits into the bigger picture of what a consumer is already searching for. Conveying credibility is imperative, and that can stretch anywhere from having accurate data to placing the advertisement in the right context. As consumers become increasingly accustomed to a world tailored to their every second wants and needs, it is imperative to capture their attention, and this research provides yet another means of doing that. Click-through rates are deemed an inaccurate measure of credibility, forcing advertisers to search for other methods to measure their success.