ABSTRACT
This chapter contains a synthesis of the empirical research, presented in three points. The first concerns the implications of the research into firms, which focused on assessing their strategies for shaping online advertising and devoted particular attention to the aims and values on which advertising, message construction, and the modes of execution of the competitive function of advertising are based. The second point describes the implications of the research into e-consumers. The third and final point of the chapter addresses the limitations of the empirical research. Analysis of the research results and their implications in this area is set out in two parts. The first describes the e-consumers studied and their evaluations of advertisers' intentions, advertising messages and the influence of advertising on e-consumers. The second sets out the research hypotheses and the methods employed in their empirical verification. Together they amount to a detailed analysis and assessment of the ways in which e-consumers perceive online advertising.
