...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Technological forecasting and social change >Investigating the effect of advertising irritation on digital advertising effectiveness: A moderated mediation model
【24h】

Investigating the effect of advertising irritation on digital advertising effectiveness: A moderated mediation model

机译：Investigating the effect of advertising irritation on digital advertising effectiveness: A moderated mediation model

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相关主题

摘要

The exponential growth of mobile phone usage has shifted the attention of marketers toward digital advertising as a tool for targeted communication. However, the increased usage of digital advertising exposes consumers to excessive amounts of advertisements, which may trigger their annoyance and raise concerns about overall advertising effectiveness. In a moderated mediation model, this study examined how digital advertising value influences consumers' attitudes toward advertising and purchase intention at different levels of advertising irritation using the S-O-R framework and the advertising value model. Data were collected from 272 university students to test the conceptual model, and a multi-analytic approach combining partial least squares structural equation modeling and necessary condition analysis (NCA) was adopted. Results show that advertising value has a stronger effect on purchase intention than attitude toward advertising and that advertising irritation is a strong negative moderator that significantly reduces overall advertising effectiveness. NCA results also show varying degrees of predictor necessity. These findings can help advertisers improve their strategies to maximize the effectiveness of digital advertising.

著录项

获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号