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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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.

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08 Aug 2017 07:54
Last Modified:
16 Jul 2024 04:05