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Media involvement and consumer attitude formation towards digital advertising
| Content Provider | Semantic Scholar |
|---|---|
| Author | Salciuviene, Laura Miller, Chip E. Reardon, James F. Mikoliunas, Tomas Lee, Kelvin Miller, Kenneth E. |
| Copyright Year | 2017 |
| 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. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://eprints.lancs.ac.uk/87281/1/Digital_ads_media_involvement.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |