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An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness

Calder, Bobby J., Malthouse, Edward C., Schaedel, Ute·2009·Journal of Interactive Marketing
DOI 10.1016/j.intmar.2009.07.002
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Abstract

We discuss consumer engagement with a website, provide a systematic approach to examining the types of engagement produced by specific experiences, and show that engagement with the media context increases advertising effectiveness. Based on experiments using measurement scales involving eight different online experiences, we advance two types of engagement with online media — Personal and Social-Interactive Engagement. Our results show that both types are positively associated with advertising effectiveness. Moreover, Social-Interactive Engagement, which is more uniquely characteristic of the web as a medium, is shown to affect advertising after controlling for Personal Engagement. Our results offer online companies and advertisers new metrics and advertising strategies.

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Crossref · 10.1016/j.intmar.2009.07.002

Cites

4 of 4 references verified0 citation errors · 0 not checkable

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  • Engagement is manifested in various experiences.

    “Central to this view is the notion that engagement is manifested in various experiences (Calder, Malthouse, and Schaedel 2009).”

    From Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type (2018) · cites this paper as Calder, Malthouse, and Schaedel 2009

  • Engagement with a medium can be seen as an essential context characteristic that drives responses to advertising.

    “Engagement with a medium can be seen as an essential context characteristic that drives responses to advertising (Calder, Malthouse, and Schaedel 2009).”

    From Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type (2018) · cites this paper as Calder, Malthouse, and Schaedel 2009

  • Engagement with magazines, TV programs, and websites can carry over to evaluations of advertising included in the medium.

    “Although media context research shows that engagement with magazines, TV programs, and websites can carry over to evaluations of advertising included in the medium (Malthouse, Calder, and Tamhane 2007; Calder, Malthouse, and Schaedel 2009; Calder, Isaac, and Malthouse 2016), to the authors' knowledge, this has never been tested with social media.”

    From Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type (2018) · cites this paper as Calder, Malthouse, and Schaedel 2009

  • Engagement with a magazine, television program, or online newspaper affects reactions to advertising embedded in these vehicles.

    “Earlier empirical research shows that engagement with a magazine, television program, or online newspaper affects reactions to advertising embedded in these vehicles (Malthouse, Calder, and Tamhane 2007; Calder, Malthouse, and Schaedel 2009; Calder, Isaac, and Malthouse 2016).”

    From Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type (2018) · cites this paper as Calder, Malthouse, and Schaedel 2009

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Authors
Calder, B. J., Malthouse, E. C., & Schaedel, U.
Affiliations
  • Northwestern University (US)
  • Universität Hamburg (DE)
Corresponding author
  • Calder, Bobby J.
  • Malthouse, Edward C.
  • Schaedel, Ute
ORCID
Venue
Journal of Interactive Marketing
Publisher
SAGE Publications
Published
2009-11
Volume
23
Issue
4
Pages
321-331
ISSN
  • 1094-9968 (ISSN-L)
  • 1520-6653
DOI
10.1016/j.intmar.2009.07.002
OpenAlex
W2069688249
Cited by
1,040
References
4
Citations by year
2026: 63 · 2025: 57 · 2024: 67 · 2023: 71 · 2022: 92 · 2021: 98 · 2020: 105 · 2019: 97 · 2018: 96 · 2017: 80 · 2016: 73 · 2015: 41 · 2014: 33 · 2013: 25 · 2012: 14
FWCI
45.09
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
  • Journal of Interactive Marketing (publishedVersion)
  • RePEc: Research Papers in Economics (submittedVersion)
Funders
Northwestern University
Topics
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
Keywords
online engagement, advertising effectiveness, personal engagement, online media, customer engagement, engagement metrics, advertising strategy

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