Online advertising is a new platform for marketers to create awareness and increase brand equity. The aim of this paper is to examine the impact of online advertising features on purchase intentions. Three features of online advertising were discussed and examined, i.e. multimedia, pictures and...

Online advertising is a new platform for marketers to create awareness and increase brand equity. The aim of this paper is to examine the impact of online advertising on purchase intentions. Three features of online advertising were discussed and examined, i.e. multimedia, pictures and content...