By means of a meta-analysis, we synthesize the findings of over two decades of research from 88 empirical studies regarding four well established and theoretically rooted determinants on consumers’ attitude towards digital advertising: informativeness, entertainment, irritation, and credibility. Among other findings, we show that the effects of these determinants have changed over the past 20 years as the internet has developed. We also find that the effects differ depending on which type of online touchpoint was considered. In particular, we differentiate between the most prominent online touchpoints: email advertising, social media advertising, search engine advertising, web display banner advertising, electronic word-of-mouth communication, and corporate website advertising. Additionally, we extend the well-established determinants by more recent ones accounting for the ongoing digitalization and advances in online touchpoints (i.e. personalization, privacy concerns and interactivity). We also derive important managerial implications and several fundamental directions for future research.

通过元分析，我们从 88 项实证研究中综合了 20 多年的研究结果，这些研究结果涉及消费者对数字广告态度的四个成熟且理论上根深蒂固的决定因素：信息量、娱乐性、刺激性和可信度。在其他发现中，我们表明这些决定因素的影响在过去 20 年中随着互联网的发展而发生了变化。我们还发现，效果会因所考虑的在线接触点类型而异。特别是，我们区分了最突出的在线接触点：电子邮件广告、社交媒体广告、搜索引擎广告、网页展示横幅广告、电子口碑传播和企业网站广告。此外，我们通过更近期的决定因素来扩展公认的决定因素，这些决定因素考虑了在线接触点的持续数字化和进步（即个性化、隐私问题和交互性）。我们还得出重要的管理意义和未来研究的几个基本方向。