Media involvement and consumer attitude formation towards digital advertising

Salciuviene, Laura and Miller, Chip E. and Reardon, James and Mikoliunas, Tomas and Lee, Kelvin and Miller, Kenneth E. (2017) Media involvement and consumer attitude formation towards digital advertising. In: Academy of Marketing Conference AM2017 Proceedings. Academy of Marketing, Hull. ISBN 9781527212718

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Abstract

Using a modified Elaboration Likelihood Model, product involvement, media involvement and their interaction are hypothesized to effect attitudes toward digital advertising (i.e., banner ads). Specifically, media involvement is predicted to directly affect attitudes toward banner ads as well as moderate the effect of product involvement on attitude towards the banner ad. Product involvement, in turn, will have a direct effect on attitudes toward banner ads and intent to purchase.

Item Type:
Contribution in Book/Report/Proceedings
ID Code:
87281
Deposited By:
Deposited On:
08 Aug 2017 07:54
Refereed?:
No
Published?:
Published
Last Modified:
24 Nov 2020 11:33