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  • Digital ads media involvement

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Media involvement and consumer attitude formation towards digital advertising

Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSNAbstract

Published
  • Laura Salciuviene
  • Chip E. Miller
  • James Reardon
  • Tomas Mikoliunas
  • Kelvin Lee
  • Kenneth E. Miller
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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.