Marketing aesthetics on the web: Personal attributes and visual communication effects

This study examines popular advertising and marketing aesthetics, a correlation between online experience and click behavior, and the application of online advertisements´ visual effects. To catch the attention of young browsers, the study finds the four most popular online advertising strategies for all consumers are respectively creativity, bright colors, discounts and gifts, and eye-catching on-screen locations. Animations, high frequency, creativity, and eye-catching on-screen locations are the most effective marketing strategies when isolating for young female consumers. A factor analysis highlights “picture/text creativity” and “exposure rate” as the two most influential factors in students´ ad-clicking.