Cyberbranding: Brand Building in the Digital Economy

Varying Levels of Acceptance of Persuasion

Different audiences accept varying levels of persuasion on the Internet. Groups that are technologically advanced and Internet-savvy, such as children, teenagers, and young adults, and who are exposed to the Internet and computers through school programs are more likely to be persuaded online than a senior citizen on the Internet who is just beginning to research available information and services. For instance, a 24-year-old male is easily persuaded to bank online by PNC Bank because of its Account Link program. By registering on the PNC Bank Web site, the young man has the opportunity to win one of five “great prizes” every week simply by using the Account Link banking service. PNC Bank offers its ...