The DOI matches its Crossref record; 2 of the 2 references it cites were found in a registry or an index.
Advertising Engagement: A Driver of Message Involvement on Message Effects
Abstract
ABSTRACT Engagement plays a contingent role in the effectiveness of advertising processing that corresponds to the message effects created during the process. Such message effects are advertising recall, message involvement, message believability, attitude toward the message (AM), and attitude toward the advertisement (AAD). This study9s objective is to examine whether higher engagement initiated by contextual relevance increases advertising recall, message involvement, message believability, AM, and AAD. The results have revealed that higher engagement increases advertising recall, message involvement, message believability, AM, and AAD. Moreover, message involvement mediates the engagement effect on message believability, whereas AM mediates message believability on AAD. Implications based on the findings demonstrate the importance of engagement as a driver of message involvement and a metric for advertising effectiveness.
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Cites
Process Analysis: Estimating Mediation in Treatment Evaluations
Judd, C. M., & Kenny, D. A. (1981) · Evaluation Review · doi:10.1177/0193841x8100500502 · Cited by 2,442
The role of involvement in attention and comprehension processes
Celsi, R. L., & Olson, J. C. (1988) · Journal of Consumer Research · doi:10.1086/209158 · Cited by 2,070
Cited by
Mobile marketing: A literature review on its value for consumers and retailers
Ström, R., Vendel, M., & Bredican, J. (2014) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2013.12.003 · Cited by 208
Metadata
- Authors
- Wang, A.
- Venue
- Journal of Advertising Research
- Publisher
- Informa UK Limited
- Published
- 2006-12
- Volume
- 46
- Issue
- 4
- Pages
- 355-368
- ISSN
- 0021-8499 (ISSN-L)
- 1740-1909
- OpenAlex
- W2078692736
- Cited by
- 266
- References
- 2
- FWCI
- 14.08
- Type
- journal article
- Language
- en
- Open access
- closed
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
