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Media involvement and consumer attitude formation towards digital advertising

Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Abstract

Published
  • Laura Salciuviene
  • Chip E. Miller
  • James Reardon
  • Tomas Mikoliunas
  • Kelvin Lee
  • Kenneth E. Miller
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Publication date3/07/2017
Host publicationAcademy of Marketing Conference AM2017 Proceedings
Place of PublicationHull
PublisherAcademy of Marketing
ISBN (print)9781527212718
<mark>Original language</mark>English

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.