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Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Abstract
Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Abstract
}
TY - CHAP
T1 - Media involvement and consumer attitude formation towards digital advertising
AU - Salciuviene, Laura
AU - Miller, Chip E.
AU - Reardon, James
AU - Mikoliunas, Tomas
AU - Lee, Kelvin
AU - Miller, Kenneth E.
PY - 2017/7/3
Y1 - 2017/7/3
N2 - Using a modified Elaboration Likelihood Model, product involvement, mediainvolvement and their interaction are hypothesized to effect attitudes toward digitaladvertising (i.e., banner ads). Specifically, media involvement is predicted to directlyaffect attitudes toward banner ads as well as moderate the effect of product involvementon attitude towards the banner ad. Product involvement, in turn, will have a directeffect on attitudes toward banner ads and intent to purchase.
AB - Using a modified Elaboration Likelihood Model, product involvement, mediainvolvement and their interaction are hypothesized to effect attitudes toward digitaladvertising (i.e., banner ads). Specifically, media involvement is predicted to directlyaffect attitudes toward banner ads as well as moderate the effect of product involvementon attitude towards the banner ad. Product involvement, in turn, will have a directeffect on attitudes toward banner ads and intent to purchase.
M3 - Abstract
SN - 9781527212718
BT - Academy of Marketing Conference AM2017 Proceedings
PB - Academy of Marketing
CY - Hull
ER -