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Media Strategy vs. Content Strategy in Online Advertising: Exploring the Influence of Consumers' Goal-Directedness for Web Navigation

Kai Wang, Eric T. G. Wang, Cheng-Kiang Farn. Media Strategy vs. Content Strategy in Online Advertising: Exploring the Influence of Consumers' Goal-Directedness for Web Navigation. In Pacific Asia Conference on Information Systems, PACIS 2007, Auckland, New Zealand, July 4-6, 2007. pages 101, AISeL, 2007. [doi]

Authors

Kai Wang

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Eric T. G. Wang

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Cheng-Kiang Farn

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