eb advertising, like other forms of

eb advertising, like other forms of mass media advertising, pro-
motes social and lifestyle messages through associated status, portrayal
of ideal users, social reaction to purchase and brand image (Pollay and
Mittal, 1993). Moreover, the vivid, interactive messages in Web
advertising enhance its ability to convey these social messages. Social
role and image, also a personal factor, is measured with: ‘From Web
advertising, I learn what is in fashion and what I should buy for
keeping a good social image’; ‘Web advertising tells me what people
like myself are buying and using’; and ‘Web advertising helps me know
which products will or will not reflect the sort of person I am’